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awkwardness at the POS, Pucci noted. "Producing plastic contributing writer and current Street Smarts SM columnist
credit cards at the POS is a form of muscle memory for at The Green Sheet, would like to see demos return.
most shoppers," he said. "To overcome that, mobile apps "Everyone has an iPad these days; if you learn one system,
need to offer more than just payments." they're all very similar," he said. "You have to learn new
tricks to stay in the game."
MLSs can also field-test the on-demand economy, which
Pucci defines as products or services that can be ordered Feldshuh said technical knowledge is a good defense
immediately, conveniently and seamlessly, via mobile against predatory companies. He has seen technology
apps. companies "eat up small merchants," by luring them into
business management solutions that can seamlessly run
"Many consumers regularly use a mobile app to get a across all connected devices and integrate analytics, back-
ride, order a restaurant meal, buy groceries for home office systems and payment processing.
delivery, and book short-term lodging at private homes
or apartments," Pucci wrote in The On-Demand Economy: "Why let these competitors have all the fun?" Feldshuh
Mobile Apps That Deliver Convenience Boost Payments said. "I know it's a hassle and no one likes to study, but
Volume, published by Mercator in August 2017. "Countless this is 'fun study,' because you get to show merchants
products and services can today be ordered via on-demand an affordable upgrade with access to the global app
mobile apps connected directly to individual merchants marketplace that puts them at par with major retailers. Set
or aggregator intermediaries. The payment transactions up a demo and play with it; watch a YouTube video. These
for most of these services ride on the processing rails of systems are designed for non-technical people, which
the card networks and their issuers." makes them easy to navigate."

The study identified four top-trending, on-demand Assess market needs
categories: Tucker suggested researching verticals to understand
1. Ride hailing: Lyft, Uber and other ride-sharing their challenges, issues and unmet demands. "Review
services are disrupting the taxi industry, but high- data and reports, then deep-dive into the market by
volume growth is offset by driver churn and visiting businesses and interviewing prospects," he said.
regulatory issues in the segment, Pucci noted. "This will help MLSs craft unique solutions that address
issues and find unique ways to consolidate other business
2. Restaurant/meal preparation delivery: "The time- services to offer more convenience to prospective clients."
tested tradition of restaurant takeout is changing;
people want their take-out delivered," Pucci said. Wooten advised MLSs to closely observe their targeted
"Grubhub, UberEATS, Lyft and other third-party industries. "Interview merchants in the vertical; ask what
aggregators facilitate this growing segment." Some works and what doesn't work," he added. "Read trade
restaurants are building order-ahead systems; others publications and press releases; attend trade shows. Work
are partnering with meal-order or delivery-order a day in their shoes to see what they're doing."
services.
It comes down to finding industries in need of solutions
3. Grocery/household goods delivery: While major and the companies that are developing those solutions,
chains like Kroger's and Albertsons have already Wooten said. That means finding out what a merchant is
implemented solutions, Pucci called grocery and looking for and who can deliver it, and linking up with
household goods delivery an emerging segment, third-party service providers to test the waters and explore
with numerous logistical challenges for newcomers. a potential partnership.

4. Short-term housing/apartment rentals: Pucci "Learn the basics; you won't learn if you move right into
has observed that major travel companies, such the space," Wooten said. "Learn the consumer side, sell
as Expedia, Travelocity and Priceline, have added solutions, understand how to handle chargebacks." He
Airbnb and private accommodation categories. noted that payment processing requires skills and stamina,
and he has seen payment newcomers "give it a shot, sweat,
"MLSs need to see what's out there," Pucci said. "Merchants starve and give up." He advises MLSs to "learn with every
want simplified packages that help them deliver fast and contact, pick up some critical piece of the puzzle, and
convenient products and services, run their businesses create a strong platform that will stand the test of time."
and get valuable key indicators to see how their businesses
are doing." Payments industry leaders agree it takes persistence, in-
Bring back the demo tention and skill to succeed in merchant services. MLSs
who have stood the test of time have a clear hometown
There was a time when MLSs demonstrated their systems advantage. Newcomers and rebranded veterans who have
to merchants, recalled Steven Feldshuh, President of a vertical market focus are moving our industry forward.
Merchants' Choice Payment Solutions East. Feldshuh, a
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