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Andrew P. Russell, CEO at Sound age their businesses, engage with customers and process payments. "ISOs and
Payments Inc., said, "We're not a MLSs must think beyond terminals and deliver an entire ecosystem of technol-
monorail type of business dependent ogy that makes intelligent use of ticket-level and payment data to drive con-
on one offering; we're a software sumer engagement," he said. "Shift4 will continue to focus on these areas to
company providing solutions to in- ensure the company remains hyper-relevant well into the future."
dustries as a whole." Russell said his
company is at the forefront of an in- Dale S. Laszig, Senior Staff Writer at The Green Sheet and Managing Director at DSL Direct LLC, is
dustry-wide movement toward verti-
cal solutions designed to help ISOs, a payments industry journalist and content provider. She can be reached at dale@dsldirectllc.com
ISV channel partners and dealers in- and on Twitter at @DSLdirect.
crease market share.

Building integrated, end-to-end mer-
chant solutions is a tall order, even
for a large company; no organization
can build this type of system alone,
Russell stated. It has been interesting
to observe manufacturers embrace
"co-opetition" by partnering with
competitors to build flexible, scalable
platforms, he added.

Payments' long game
Neetu Shaw, partner, financial ser-
vices, higher education and automo-
tive at Clarity Insights, helps clients
apply macro payments industry
themes to their particular environ-
ments. "Legacy systems don't work
anymore," she said. "Merchant ac-
quirers, payment card issuers and
third-party service providers are
looking for ways to dynamically cre-
ate smooth linkages."

As she reflected on the new pay-
ments ecosystem, Shaw said she is
fascinated by the diversity of "co-
opetition" in the space. She has seen REGISTER NOW AT
clients collaborate with fintechs to
build customer-centric solutions, WNETONLINE.ORG
while leveraging artificial intelli-
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she stated. "Companies are demand-
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what he portrayed as "gimmicky
services, like cash discount, that http://wnetonline.org/2018-Wnet-Leadership-Summit
provide a short-term extension to a
dated solution." He said merchants
need more than terminals; they need
technology that can help them man-

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