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May 13, 2024 • Issue 24:05:01

TRANSACT 2024 reflects evolving payments sphere

“Technology providers have so many ways to add value,
create loyalty and expand choice, because payments touch
everything and represent the ultimate interaction with con-
sumers.”

For Joe Mach, CEO of Castles Technology North America,
Transact was a thought leadership hub where he and other
executives could share insights and forge strategic partner-
ships. “This year, we witnessed exciting announcements of
new products, solutions and partnerships that underscore
the vibrant innovation within our sector,” he said. “It's im-
perative that we continue to drive forward the evolution of
Transact to keep pace with the dynamic needs of the pay-
By Dale S. Laszig ments industry.”

he word “transact” has special meaning for Embedding payments
payments professionals. It represents an indus-
try, a way of doing business and a signature John Arato, senior vice president, sales for PAX Technol-
T annual event. TRANSACT 2024 attracted 3,000 ogy, and panelists Manny Garcia, CEO, On the Fly, and Pat
attendees and over 150 exhibitors from across the pay- Ward, head of ISV partnerships, DishOut, discussed the
ments ecosystem, according to the Electronic Transactions evolution from proprietary hardware to embedded pay-
Association, which has hosted the conference for 30 years. ment systems with moderator Peter Vogel, chief revenue
officer at vPromo. “Smart terminals have software that
Jodie Kelley, CEO of ETA, welcomed exhibitors, sponsors, is easy to use,” Arato said. “Merchants can leverage their
attendees and ETA members as next-generation leaders SDKs and customizable screens to add value to their infra-
took the stage amid wild applause and flashing cameras— structures.” Garcia mentioned that interoperability fosters
an auspicious beginning to the event, which ran from April collaboration. “Let’s build market share and robust embed-
16 to 19, 2024, at the Las Vegas Mandalay Bay Convention ded solutions together,” he said, noting that no company
Center. can do it alone.

“What an amazing way to start the show,” she said. “The Jenn Reichenbacher, chief marketing officer for Stax Pay-
ETA’s Forty Under 40 recognizes payments industry game ments, has seen companies compete in certain areas and
changers and ETA Young Payments Professionals [provides] collaborate in others. “These innovative partnerships are
access to valuable resources, knowledge and experience to helping SaaS companies, ISOs and SMBs transform the cus-
help develop the next generation of payments leaders. We tomer experience by creating flexible, multi-channel pay-
are delighted to partner with Discover on these programs.” ment processing and invoicing solutions,” she said.
Adding value

Throughout the exhibit hall, live demonstrations reflected
the payments industry’s journey from proprietary systems Contributed articles inside by:
to open-source, interoperable platforms. Leading manu- Allen Kopelman .....................................................................................16
facturers, previously focused on countertop terminals and
PIN pads, showcased flexible, modular solutions designed Ken Musante ..........................................................................................24
to be easy to manage, customize and deploy. For Brad Giles, Chad Otar ................................................................................................27
senior vice president, marketing and sales enablement at
Ingenico, Transact was more than a gathering. “Ideas form Elie Y. Katz ...............................................................................................31
at this event; conversations breed innovation, and the con-
tent being shared here is critical to our success,” he said.

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