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        <div id="content-top1">Page 5 - GS160902</div>
        <div id="content-top2">P. 5</div>
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    <pre style="white-space:pre-line"><code>Letter from the editors                                   What are you
                                                          waiting for?
Y ou probably noticed clumps of people
               gathered at parks, landmarks, shopping     Let me help you increase your
               malls and even quiet residential streets          bottom line today!
               this summer. But instead of focusing
on their surroundings, their eyes were trained on         We make it easy for you to reach your
smartphones. Yes, these folks, caught up in the           target audience with a personalized
PokÃ©mon Go phenomenon, have been intent on tag-           custom advertising campaigns to meet
ging PokeStops and capturing PokÃ©mon.                     your companies individual needs today.

What does this location-based, augmented reality          â€¢ Spotlight Innovatorsâ€™  â€¢ Resource Guides
game have to do with payments? Potentially plen-             Web Pages                (multiple options
ty. This issue's lead article explains how PokÃ©mon                                    available)
Go works, who is drawn to it, how merchants have          â€¢ Custom Videos
benefited, and why this and similar games being              (multiple level       â€¢ Print advertising
developed are something for ISOs, MLSs and their             options available)       (multiple options
merchant customers to watch and possibly exploit to                                   available)
increase their bottom lines.                              â€¢ Targeted Email
                                                             Campaigns             â€¢ Online advertising
This phenomenon embodies innovation, which is
central to the ongoing discussion in Street SmartsSM                Danielle Thorpe
about how MLSs can rebrand themselves to provide
innovative solutions that help resolve the complex                               AVP Media Partnerships
problems today's merchants face. The strategy ex-
plored in the current Street SmartsSM article is that of      Call me for details
becoming a POS technology expert.
                                                              707.284.1686
Elsewhere on these pages, contributing writers of-
fer insights into the most critical issues in payments    DANIELLE@GREENSHEET.COM
today; the evolution of digital shopping; how work-
ing with the right financing partner can position                                                                                   5
payment pros as true partners with their merchants;
why automatic renewals can be a source of huge li-
ability for subscription businesses that mislead con-
sumers; and why and when the European Union's
GDPR applies to U.S.-based businesses.

In the news, we've covered the nimble responses of
fintech companies to Apple's launch of the iPhone
7 series; PayPal and Mastercard's new initiative that
introduces an expanded menu of cross-channel
payment options; a co-branded loyalty program
launched by Uber Technologies and Visa; and re-
sponses and advice from the security community
regarding Dropbox's less than stellar handling of a
breach first reported in 2012. And, of course, we've
gathered news briefs that pertain to the many mile-
stones of companies and individual professionals in
the payments sphere.

We fit in as much pertinent news from readers as we
can. We also have ample space on our home page
for press releases and post them throughout every
business day under News From the Wire. Please
keep your news coming to press@greensheet.com. We
always welcome your feedback and suggestions, too,
so tell us what you think about the topics covered
herein at greensheet@greensheet.com.</code></pre>
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