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CoverStory

Convert cost to profit enterprise networks. As TNS and other service provid-
ers have evolved, Lyman has seen solutions become more
Gary E. Barnett is CEO at Semafone, a cloud, hybrid cloud software-based while remaining focused on networks and
and on-premise security solutions provider. The compa- security.
ny's patented data capture system protects sensitive data
by keeping it out of merchants' scope. Solutions are de- "Today, data is the fuel that organizations need to be suc-
ployed at contact centers and various vertical industries cessful, particularly for contact centers," Barnett said. Or-
across multiple channels, including voice, webchat, social ganizations need intelligent platforms that turn raw data
media, email, SMS and QR codes. into actionable insights while complying with global secu-
rity and privacy regulations, he stated. Semafone's Card-
Barnett has witnessed sweeping changes in telecommu- protect Voice+ platform disguises payment account num-
nications in the past two decades. "Today's contact centers bers by masking dual-tone multifrequency. The solution
are able to give customers more choices beyond voice," he is PA-DSS compliant and ready to deploy, saving channel
said. "Their multichannel capabilities and enriched servic- partners time and certification costs, he noted.
es help organizations improve the probability of closing
high-ticket transactions as customers become comfortable Semafone's Intelligence+ platform analyzes Cardprotect
using these platforms." data, providing deeper insights into an organization's
payment flows, Barnett said. Companies can integrate
Barnett noted that millennials, for example, are not a sin- this functionality with database management systems to
gle-communication-path generation; they expect contact create customized reports. He added that the PCI DSS-
centers to make all forms of communication available, giv- compliant solution meets the European Union's General
ing them the option and flexibility to use voice, video or Data Protection Regulation (GDPR), HITRUST standards
SMS as they choose. "It has been an interesting and dy- and upcoming California Consumer Privacy Act (CCPA)
namic time for contact centers," he said. "Customer experi- guidelines.
ence is getting better and more reliable, and as transac-
tions become richer and more engaging, consumers rely Sell end-to-end solutions
on these services more."
Gottlieb agreed that software has been a driving force
Advanced digital communications and secure payment in telecom innovation. From his perspective, the biggest
methods are also transforming traditional patient and change has less to do with wired or wireline underlay
healthcare relationships, Barnett stated. He pointed out infrastructures and more to do with implementing intel-
that patients can visit with a doctor and pay for it all on ligent SD-WAN solutions that leverage multiple, inexpen-
video, and as people increasingly transact on video and sive Internet connectivity options.
audio, application security, reliability and customer ex-
perience are improving, and perceptions about contact "4G/LTE and 5G, as well as cable, DSL and FIOS provide
centers are changing. Executives no longer view contact connectivity that is secure and more reliable and predict-
centers as pure overhead; they're beginning to see them able than more expensive dedicated network options, all
as ways to elevate the customer experience, improve out- while being far easier to centrally manage and configure,"
comes, and more importantly, drive and generate more he said. "The ability to ensure connectivity at the POS has
revenue, he added. become critical to providing end-to-end security, reliabil-
ity and ultimately quality of experience for customers."
Prioritize security He has seen cloud-based, PCI-compliant service providers
achieve all of these objectives by leveraging managed ser-
Lyman cited availability, security and connectivity as key vices and SD-WAN networking technology.
considerations when tailoring communications systems
for merchants. The service must be available to process Garrett pointed out that as industries migrate to wireless
payments, be Payment Card Industry Data Security Stan- connectivity, many fail to take into account that phone
dard (PCI DSS) compliant to protect against breaches, lines were once managed and supported by technical ex-
and always up to support proactive monitoring. Proactive perts who worked behind the scenes to keep services ef-
monitoring minimizes downtime by showing users if an ficient and reliable.
endpoint is up or down, green, red or yellow, he said, add-
ing that this enables ATM and POS terminal estate manag- "It stands to reason that wireless connectivity should be
ers to quickly identify and address issues. equally well supported by technicians and engineers who
keep networks operating and cellular devices secure, up-
In addition to providing physical network connections, dated, and performing quickly," he said.
solution providers deploy encryption, decryption and to-
kenization services to protect data while it's in motion or Dale S. Laszig, senior staff writer at The Green Sheet and managing
being stored. These critical value-added services sit on top director at DSL Direct LLC, is a payments industry journalist and content
of a network platform and take transactions where they development specialist. She can be reached at dale@dsldirectllc.com
need to go while separating sensitive data from merchant and on Twitter at @DSLdirect.

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