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States. Restaurateurs use the telco industry for talent who could help make that happen.
service to improve efficien-
cies by speeding up table Merchant services is also transforming from providing simple payment rails to
turn and shortening wait offering innovative technology platforms. Commoditization will continue, but
times. so will opportunities for salespeople who understand their customers and help
them use technology to grow and scale their businesses.
• Curbside pay: Curbside
pickup enables customers to Dale S. Laszig, Staff Writer at The Green Sheet and Managing Director at DSL Direct LLC, is a
pull into a service bay and payments industry journalist and content provider. She can be reached at dale@dsldirectllc.com
pay for goods and services and on Twitter at @DSLdirect.
without leaving a vehicle.
These solutions are a popu-
lar choice at dry cleaners,
auto repair facilities, restau-
rants and a variety of retail
establishments.
Customers first

When Verizon Communications Inc.
decided to rebrand, it was a wake-up
call for all service providers. In an in-
terview with The Wall Street Journal's
Ryan Knutson in February 2017, Di-
ego Scotti, Executive Vice President
and Chief Marketing Officer at Ve-
rizon, said it was time for a change.
The company logo "was just looking
tired," so Scotti refreshed it by add-
ing a check mark to signify reliabili-
ty. Then he led development of a new
platform called go90 that streamed
mobile-first content. The go90 brand
doesn't carry the Verizon logo; Scotti
wants it to stand on its own.

"What go90 is trying to do is to be
a distribution platform for amazing
mobile-first content," he said. "And
that's something that doesn't really
exist in the marketplace." His vision
is to appeal to a new generation of al-
ways-on, always-connected consum-
ers by showcasing short, bite-sized
content that millennials consume on
YouTube.
From simple rails to platforms

Verizon Chairman and Chief Execu-
tive Officer Lowell McAdam hired
Scotti, whose background in retail
marketing has helped the 100-year-
old company transform its image
from that of a simple communica-
tions carrier to an innovative tech-
nology platform. McAdam, who
wants to create an emotional bond
with current and future customers,
looked outside the commoditized

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