hat's in a name? Shakespeare may have had it figured all wrong, at least according to Merchant Services, Inc. (MSI) of Plainview, N.Y. Ask this company if a payment processing services provider by any other name would smell as sweet, and they'll say 'no.' As part of a major re-branding campaign, MSI has new name: EVO.

"EVO" will now better reflect not only the company's commitment to continuing its current level of quality and service, but will also incorporate concepts like new MLS programs, inaugurate the next stage of its strategic vision and establish a unique and recognizable name within the industry. The name change is official as of October 25, 2003.

It' what's behind the name that's important here. Sometimes you can't have evolution without revolution, and the new name was developed as a vehicle to communicate those two important components of the company's direction.

EVO's ownership, management, staff, location and overall focus on quality customer service have not changed. When contacting EVO, the main toll-free phone number, 800-CARDSWIPE (800-227-3794), also remains unchanged; however, the company's Web address has changed to www.GoEVO.com to coincide with the new name.

According to Ray Sidhom, President and CEO of MSI and now EVO, the re-branding campaign was driven primarily by the company's desire to establish an identity from which to implement new sales programs and growth plans. Sidhom has been at the helm guiding the expansion since 1995.

"Since 1995 we've developed revolutionary programs for our partners that have helped to elevate MSI's position in the industry," said Sidhom "We're now ready to grow our business to the next level, and EVO signifies our revolutionary approach for this evolutionary stage of our development."

In today's competitive environment, where the phrase "merchant services" is used frequently, EVO will bring a highly recognizable brand name to the company. The re-branding also includes a distinctive logo.

Founded in 1989, MSI has grown dramatically over the last several years. From its inception, EVO serves more than 75,000 merchants who generate over $7 billion in processing volume annually.

EVO's primary focus will remain on providing MLS, independent sales agents and agent-bank clients the services and resources they need to grow quickly and profitably. Spring boarding from MSI's strong organic growth - including five acquisitions in four years - financial strength and flexibility, EVO is positioned to drive its own strategic direction, as well as its clients' successes.

EVO has already invested $5 million in a proprietary front-end system. The new switch will roll out in early 2004 and is designed to build on the company's existing single-source solution for its clients' electronic payment requirements.

EVO has the scale to provide an enhanced suite of products and services for its clients and merchants of all sizes across the U.S.; the company processes credit, debit and gift cards, EBT and provides check conversion and check guarantee services.

EVO will continue MSI's role as an industry leader and as the first true ISO to enter the Canadian bankcard market by giving its clients tremendous opportunity where the traditional ISO sales channel has not been used.