Page 23 - GS240501

CoverStory

tecting bad actors.” Adam Perella, manager at Schellman,
speculated on how AI will change transaction flows in a Kelley mentioned that ISVs are shaping ETA membership
discussion he moderated with Gia Griffith, vice president, and represent the industry’s future. “ISVs are clearly on
risk for Visa, and Yuelin Li, chief product officer at Onfido. trend,” she said. “Existing companies are building their
Griffith remarked that AI is a great tool but can’t be rolled own software; B2B members have different lines of busi-
out tomorrow. ness; this is not an old guard/new guard convergence—
everyone is partnering and all are part of the ecosystem.”
“Hiring two or three security experts to build a suite takes
time and about $5 million,” she said. “Why not hire a tech- Branding, networking
nology startup?” Yuelin noted that privacy laws, prevalent Amanda Beam, director, partner success for Maverick
in Europe, are heading to U.S. shores to dictate how data is Payments, gave out bracelets and took selfies with indus-
managed. “From a pure data point of view, GDPR requires try friends. “The booths are what I love most,” she said.
enterprises to obtain user consent on data that is shared.” “They’re so creative and next-level and give us a glimpse
Partnering, collaborating of the creativity behind the brands.”

Peter Galvin, chief marketing officer at NMI, said the Amit Zenou, vice president, marketing at Dejavoo, said
company's focus has always been working with tradition- Transact was an ideal venue for her company’s rebrand-
al retail and wholesale ISOs. “ETA gives us, our channel ing, new website and major exhibition, all in one week.
account managers and teams, the ability to meet with so “It’s the technology we take to ISOs, who take it to agents,
many partners,” he said, noting that NMI held meetings who take it to merchants. Throughout this value exchange,
at its booth and adjacent NMI University. Throughout the hands are the common denominator, hence the hand in
show, he said discussions focused on software vendors ac- our logo.” Dejavoo needed to unite the entire company,
cepting payments, ISOs investing in software companies, and Transact brought everyone together in a way that’s
and industries exploring digitization. efficient, meaningful—and challenging, because it’s im-
portant to have a challenge, Zenou stated. It’s clear, Ze-
Greg Cohen, CEO of Fortis, pointed out that independent nou added, that Dejavoo would not have launched its new
software vendors (ISVs) are shaping the industry, which chapter anywhere but Transact 2024.
is about more than payments. “It’s about strong partner- Dale S. Laszig, senior staff writer at The Green Sheet and founder and
ships, integrations and cross-pollination. Payments were CEO at DSL Direct LLC, is a payments industry journalist and content
the first embedded solutions and continue to expand" into strategist. Connect via email dale@dsldirectllc.com, LinkedIn www.
new form factors and use cases.
linkedin.com/in/dalelaszig/ and Twitter https://twitter.com/DSLdirect.

Installation
& Setting