New Direction For The BSA
According to the Bankcard Services Association (BSA), the organization is heading in a new direction, even to include a new name, the Electronic Transactions Association (ETA).
This new direction is one that many of us in the industry have encouraged, but one which we could never actually determine a likely ETA (Estimated Time of Arrival).
The Green Sheet has addressed numerous industry concerns regarding the direction of the BSA over the years, from its inception, to the VeriFone deal in August of 1994, to the comments in April concerning the Mid-Year meeting, which met with such strong response from the BSA.
Throughout the last six years, our comments on the direction of the BSA have always been to be a voice for those who read The Green Sheet and talk to us about their concerns, as well as to encourage a greater vision for what has been the only ISO association in the industry.
While the BSA has regularly been a subject ofThe Green Sheet, some people have not recognized that our point of view has consistently been to expand the focus of the BSA, even when our tone has perhaps been critical of the BSA's direction.
Looking back over the years of BSA articles, we note that in the March 26, 1993 article, titled "BSA On The Basics?" we commented:
"It would be refreshing if the BSA would wake up and realize that a larger constituency would exist for the organization if more product and/or service choices were discussed in the meeting forums."
Well, after much consideration, the BSA Board agreed to place before the membership at the September 27 through 29 BSA annual meeting, the following proposition: "BSA should expand its mission from ISO/BSP representation to include the entire transaction services industry."
The Green Sheet also noted in the 03:04:93 issue, "The BSA name, in and of itself, is limiting. If you want to talk about "back to the basics," why not use ISSA-Independent Sales & Service Association-as a new association name? The name would open the door to all products-not just Bank Cards."
According to the BSA's newsletter, Cardlines, the board has now determined, "After agreeing to the new mission of BSA, it became apparent that our name, Bankcard Services Association, was not as inclusive or descriptive enough for this new industry representation."
Over the course of time, in addition to writing articles and talking to anyone The Green Sheet could lobby-and who would listen to the idea of a broader BSA agenda-we have attempted to encourage those who were bold enough to speak out.
In commenting on a letter from the BSA President, the September 18, 1995 issue of The Green Sheet noted: "This article may well be for those of you who are not members of the BSA, although I will be honest in saying that I continue to try to lobby those who are BSA members, through articles on this subject.
I was very pleased that in the "President's Corner" article, written by BSA's current President, Wyatt Baxter, Wyatt takes a stand on broadening the historical BSA vision.
This is a fresh view from the BSA, and we can only hope that it is not a singular one. It would be great if the BSA did, indeed, become more open to non-traditional market opportunities."
Well, it does indeed seem that the current Board is more open to new ideas, noting in Cardlines, "The industry is changing, as are the needs of BSA's members. No longer are BSA members just selling credit card services but now offer a wide range of services and products that impact on the entire transaction services industry."
While the BSA may have come more slowly to the view of a broader agenda for the association than some would have hoped, as most major changes in life, what is finally accepted as positive change is often first viewed as heresy. This may very well be the current view of our last and most frequently voiced opinion.
In the February 10th, 1995 issue, we may well have said it best, "A national ISO voice, which holds 'The Salesperson in esteem' needs to exist. If this need is not addressed by the BSA, then surely some other association must come into existence to champion this value.
This is how we think. How do you see this issue? Please tell Paul Martaus, (During your BSA sponsored phone interview) or if you don't have the opportunity, tell us!"
It seems to us that either the ISOs who spoke to us never talked to Mr. Martaus, or the existing members of the BSA see this last issue very differently than those who are "Sales Organizations," or who serve other financial service market segments.
While The Green Sheet's 1996 National Survey on this subject raised numerous questions concerning who would control an alternative ISO association, what would be the agenda of such an association, and how much it would cost each member, the interest in an ISO Sales Association was very high (90%), and we believe that these provocative questions contributed greatly toThe Green Sheet receiving nearing twice the usual annual survey response.
In our efforts to look back over the last six years of BSA issues, we believe this quote (from February 1995) best represents our overall point of view on any Association serving ISOs: "While there are many things that ISOs do today for various elements of the Payment Service Industry, there is only one thing that ISOs uniquely bring to the process, and that is "THEY CAN SELL!" ISOs need a national association which respects selling, focuses on this most valuable element of any business process, and is an advocate of the Independent Sales Organizations."
From our point of view, this news from the BSA (ETA) is terrific and long overdue. We at The Green Sheet embrace this change, and can only hope that this is but a fraction of the increase in vision from the ETA, and that someone will finally put Sales back in the equation.
