ince May 2005, I have written this column in an effort to help you, ISOs and merchant level salespeople, deploy ATMs to expand product lines, provide additional customer services and, ultimately, exceed financial goals.

Having begun my ATM career when the industry was in its infancy, much of my advice has been based on my experiences as well as those of other ATM industry insiders. I've shared our successes and failures, knowing you can learn from the valleys as well as the peaks in any career.

I write now with mixed emotions, for this will be my last column in The Green Sheet. I have been extremely fortunate; my 10 years in the ATM industry have been exciting. I've been involved in the birth and growth of the industry, and I've been able to surpass the goals I set for myself and for my company. Now I've set my sights on an emerging industry, one that promises to stretch me anew, personally and professionally.

But before saying good-bye, I'd like share one more piece of the ATM puzzle which, I hope, will enable you to further maximize your ATM profit potential.

Focus on forgotten niche markets

Look where others look away. Consider serving underserved regional banking institutions. Numerous local and regional banks and credit unions across the country would like to provide customers the convenience of ATM service, but they either don't have the capital to build an ATM network or they lack the staff to manage an ATM program.

Also, look for high-traffic brick-and-mortar locations, particularly corner businesses where merchants may want to offer customers convenient, 24-hour ATM access. Or, consider locations, such as busy mall parking lots, where drive-up ATMs could be placed. Targeting niche markets takes additional dedication, drive and work. That's why many potentially profitable locations go unmined.

But, if you're willing to put in the work, niche markets can really pay off.

As with any budding project, you will have to begin with legwork and research. Scout around. Draw up a list of often overlooked locations, such as those mentioned here. Once you have identified and thoroughly researched your prospects, then it's time to put your knowledge and your sales and negotiating skills to work.

The right ATM for the right location

Some businesses you approach will be suitable for through-the-wall ATMs; others will be ideal for drive-up ATMs. Following are some recommendations to help you succeed with each type of environment.

Through-the-wall ATMs

For many high-traffic locations, there has previously never been a cost-effective way to provide customers with access to 24-hour walk-up ATMs. Most of the big, traditional ATMs are too costly and complicated to even consider. But now you have some options.

The extremely reliable and affordable Triton RT 2000 gives merchants a low-cost, easy-to-service alternative to more expensive through-the-wall ATMs.

The Tranax Mini-Bank 2100 also offers retail locations an economical through-the-wall ATM solution. Designed around a robust yet compact architecture, the unit offers a high degree of flexibility for installation and mounting.

Depending on the situation, be prepared to negotiate and work with the building owner, lessor and/or tenant; work with a contractor to install the ATM; make sure that a power source and phone lines (landline or cellular) are available; and, if necessary, ensure that a security system is in place.

In most instances, it's best to offer business owners complete turnkey solutions. In such cases, your contract with the owner should enable you to keep the surcharge revenue until an agreed upon volume is reached.

Drive-up ATMs

Similar to through-the-wall locations, be prepared to negotiate and work with the location owner, tenant and/or lessor as well as a contractor. Drive-up ATM locations take even more work and, usually, a greater financial investment because you or the location owner will need to build an ATM surround.

This means the ATM will need to be in an extremely high-traffic area to help offset the cost of building the surround as well as the cost of ongoing maintenance.

As for the ATM itself, either the Triton FT 5000 or the Tranax Mini-Bank 2100 would be appropriate. Triton's FT 5000 offers high performance for a surprisingly low investment. Favored by financial institutions, it has an open architecture and supports industry-standard features such as emulation and leased-line communication.

The Triton FT 5000 is an excellent option for financial institutions that want their own ATMs but don't want to invest in Diebold and/or NCR products.

Tailoring service to fit the niche

There are several ways to service niche ATM clients. If a business is interested in a free-standing, off-premise site, offer a turnkey service where you find high-traffic locations and handle the entire program, including equipment installation, terminal management and processing.

Or, customize plans to provide your clients with any combination of these services.

For more information about the products mentioned in this article, visit each manufacturer's Web site:

• Triton, a Dover company
• Tranax Technologies Inc.

Do the work and attract new customers

Many people overlook niche markets either because they do not see their value or they are unwilling to do the additional work needed to succeed. But if you are willingand dedicated, you can attract new customers that others have overlooked.

Whatever you decide is right for your business, I wish you the best of luck with your endeavors. I want to thank you for giving me the opportunity to share my experiences and insight into the ATM industry.

And now, a fond farewell.

Tommy Glenn is President of Fort Worth, Texas-based NetBank Payment Systems (NPS). Glenn serves on the Board of Directors for ATMIA, the ATM Industry Association. He is also on the Board of Deliver Me, a service group that provides food, shelter and clothing for the elderly. E-mail him at tommyg@netbank.com, or call him at 817-334-8871.

NPS, formerly Financial Technologies Inc. (FTI), is the nation's third largest ATM deployer and the single source provider for payment processing solutions. The company offers a full range of ATM products and services. NPS is a wholly owned subsidiary of NetBank, the first commercially successful Internet bank. Visit NPS' Web site at www.netbankpaymentsystems.com .