e face choices every day. Some are simple: paper or plastic? Decaf or regular? Others are more difficult: Do I spend extra time with a merchant who isn't very profitable or move on to more lucrative business? Do I attend a tradeshow where I will offer more than I receive, or do I decline the invitation?

The reasons behind our choices can be complex. Factors such as career advancement, competition and profitability all play a part.

But some people base many decisions on altruistic grounds. Jacques Breton, Executive Vice President, Business Development for Merchant Services Network and founding Director of the Northeast Acquirers' Association (NEAA), is one such person.

A turning point

Breton began his career as a collector and loan officer for a finance company. He soon became Collection Manager for Bank of New Hampshire's BankAmericard (now Visa U.S.A.) department. He quickly moved to Assistant Manager. His duties included card issuing and interacting with merchants and agent banks.

In 1977, Breton became manager of the credit card department for First National Bank of Portsmouth, N.H. Two years later, his career changed course: He moved to acquiring.

Soon he was managing an acquiring portfolio that included development of specialized software for automated clearing house (ACH), electronic draft capture and unbundled merchant pricing.

His employer was among the first community banks to offer nationwide electronic draft capture, with ACH deposit and unbundled pricing, from a dialed terminal.

"My employment with First National Bank of Portsmouth could be the best part of my advancement to where I am today," Breton said. He noted that the freedom the bank gave him to switch to acquiring helped him to stop thinking like an operations person and begin thinking like a salesperson.

Breton spent 17 years at First National Bank of Portsmouth, rising to Vice President, Credit Card Manager.

Since 1993, Breton has promoted and sold various products, services and consulting to acquirers, including financial organizations, ISOs, independent contractors and trade associations.

Among other positions, he was the New England Regional Sales Manager for National Data Corp., now Global Payments Inc., and Northeast Regional Sales Manager for General Credit Forms, which he joined in 1997.

More recently, he returned to the basics of building an agent bank program and developing new business with Merchant Services Network of Wellington, Fla. Breton continues to operate from New Hampshire and maintains his responsibilities within the NEAA.

A passion

Since Breton entered the merchant services industry when it was in its infancy, he had no senior colleagues to help him find his way. Instead, he mapped his own course and worked with others, including competitors, to help build the industry.

"I started in this business before there were experts or mentors," he said. "There have been numerous individuals who assisted me in not only understanding this industry, but we also worked together to grow within it."

Breton has always led a life of service. He was a member of the U.S. Army Reserve for nine years. He has held positions in civic organizations, local school boards and youth sports associations.

He is a former American Institute of Banking instructor and a member of the New England Chapter of the International Association of Financial Crimes Investigators. However, he is best known for his tireless dedication to the NEAA. Breton is the association's Treasurer, Director and founder.

Involvement in the NEAA's creation and growth is one of Breton's proudest achievements. He is dedicated to the organization's goals of providing educational seminars, gathering top vendors and offering a place to network with experts and colleagues. The NEAA allows attendees to participate in activities at no charge.

"The idea was to provide an economical event for even the MLS," Breton said. "From the beginning, I always wanted to help others.

"I tried to share my successes and errors ... in hopes that they would benefit. I became very much interested in working with various associations to help retailers have a better understanding of electronic payments."

Breton is tremendously loyal to his home state of New Hampshire and feels compelled to help local retailers. Since 1980, he has served the Retail Merchant Association of New Hampshire. He is currently the group's Treasurer and Director.

Breton recalled that when his career was in fledgling stage, someone told him if he woke in the night thinking about ways to improve the industry, he would know he was hooked. The wakeful nights started years ago and continue today.

"What compels me today?" he said. "It's part of my personality to want to [volunteer]. Because I've been in it so long and experienced so much, I want to help people so they don't make the same mistakes I made or have seen. It's part of giving back to the industry."

The fact that Breton is a pioneer probably also figures into his willingness to give. Through his association positions, Breton offers advice, participates in legislative issues and answers questions from both agents and retailers. He emphasizes the importance of listening.

"Be patient and listen to those around you," he said. "Give yourself time to understand all the various components that impact our industry. Choose from the many different opportunities that exist for you to be successful: sales, customer service, operations, risk and even becoming an ISO/MSP."

An agenda

His long tenure observing the industry enables Breton to recognize issues that need attention. One such issue is profitability.

He noted the payment processing sphere will always face challenges related to profitability, as greed and egos muddy the waters.

"We have seen margins continue to be reduced," he said. "Sheer volume has helped many organizations attain pricing that is below competition. They have used this pricing to either gain market share or drive competition out."

On a related note, Breton feels that interchange is one way card issuers force merchants to subsidize the issuing side of our industry. "The issuers are making the retailers pay for everything beyond and including the rewards programs," he said.

"I do not believe that without a rewards card the consumer would not use plastic as a tool for purchasing," he added. He believes that redefining interchange levels is one way to remedy the situation.

Breton predicted the payments industry will continue to struggle with Payment Card Industry Data Security Standard compliance and data security issues well into the future.

He said these matters are especially challenging because they require so much cooperation and communication among many different parties.

He suggested all issuing and acquiring entities be involved in industry education and data monitoring. "Each facet of our industry _ terminal manufacturers, POS systems providers, card issuers, processors, financial institutions, ISOs/MSPs and retailers _ will need to communicate and be educated and educate all," he said.

"There are far too many unanswered questions. We may be moving too fast with too few solutions."

According to Breton, it will be some time before the issues are addressed in a way that satisfies all parties.

You may think that after more than 35 years of service, Breton is ready to relax. However, he does not have any immediate plans to spend his days fly fishing. He intends to continue to service the industry just as he has done since 1970.

"I want to provide the tools and help all to better understand how our industry operates today and assist in the education of the changes that surely will be happening," he said.