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        <div id="content-top1">Page 5 - GS160901</div>
        <div id="content-top2">P. 5</div>
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    <pre style="white-space:pre-line"><code>Letter from the editors                                  What are you
                                                         waiting for?
B rilliant people have been involved in
               mobile payments innovation, creating      Let me help you increase your
               enticing options for both consumers and          bottom line today!
               merchants. Various technologies are in
play: NFC, MST, HCE, EMV, QR codes, and more.            We make it easy for you to reach your
And a number of payment enterprises, retailers           target audience with a personalized
and telcos have tried their hand at mobile wallet        custom advertising campaigns to meet
development â€’ some enjoying success, others not so       your companies individual needs today.
much.
                                                         â€¢ Spotlight Innovatorsâ€™  â€¢ Resource Guides
Right now, however, mobile technology implemen-             Web Pages                (multiple options
tation is a bit of a muddle for merchants. Consum-                                   available)
ers aren't yet demanding mobile payments in great        â€¢ Custom Videos
numbers. It's also not clear which technologies will        (multiple level       â€¢ Print advertising
last long-term and provide the best experience for          options available)       (multiple options
consumers. This issue's lead article looks at the state                              available)
of mobile in-store and explores why mobile technol-      â€¢ Targeted Email
ogy is poised to wean great numbers of merchants            Campaigns             â€¢ Online advertising
and consumers off of traditional card and cash pay-
ments, and turn them into mobile payment enthu-                    Danielle Thorpe
siasts.
                                                                                AVP Media Partnerships
Don't expect cash to go anywhere soon, however,
and do expect virtual cards to gain traction in the          Call me for details
healthcare realm, as explained by expert writers fea-
tured in our Views section. For more insights from           707.284.1686
contributing writers, see the Education section.
There you'll find two distinct, yet complementary,       DANIELLE@GREENSHEET.COM
articles on what to look for in an ISO partner; de-
tails on what payfacs are and why they've grown in                                                                                 5
popularity; perspectives on how much ownership of
the POS systems sales process MLSs rebranding as
technology experts should take; and why it makes
sense to not just accept change, but to embrace and
facilitate it.

Are you curious about how Square and PayPal are
faring? If so, you'll find herein reports on each com-
pany's second quarter 2016 earnings. Other features
highlight some of the companies recognized by the
Inc. 500/5000 this year; delve into why more people
now expect mobile wallets will eventually replace
other forms of payment; and describe some hot new
products available to ISOs and MLSs.

In the news, we've covered the debut of CVS Pay, the
newest entrant in the retailer mobile wallet realm;
the integration of Walgreens Balance Rewards into
Apple Pay and Android Pay; the disturbing intru-
sion into Oracle's Micros POS systems; and the effort
by leading banks in Australia to collectively bargain
with Apple over Apple Pay.

By the time you read this, Labor Day will have come
and gone. What will you focus on this autumn? How
will your merchants fare this holiday season? Email
us at greensheet@greensheet.com, and we continue to
welcome press releases at press@greensheet.com.</code></pre>
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