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that by doing a class type of program, the accelerator
lets us find constituencies within our organization and
allows shared learning between merchants."

In September 2016, Vantiv completed its first two ac-
celerator programs for Android Pay and Apple Pay on
the Web, and plans to roll out Android Mobile Web in
2017. "It will open the door for one- or two-click mobile
web checkouts," Rose said, adding that one-click pur-
chases from product or checkout pages will be possible
without a user account. After the sale, merchants can
then offer incentives to create accounts and join loyalty
programs.

"There are some really interesting new ways to market
products via social media to drive traffic to a product
page with one-click purchase and different kinds of
models that weren't possible before," Rose said, noting
that a primary goal will be to remove all barriers to
purchase whether that be online or in-store.

For payment companies, the future commerce model
will revolve around targeting key constituents and
monitoring outcomes as each new layer is added. "We
really let our merchants demand and form our prod-
ucts," Rose said. "Google and Apple have different
business reasons for what they're doing, and then our
merchants have their needs, so just helping to connect
those dots so that everyone is successful with it, it's a
lot of fun."

Also, to be truly unified, merchant channels must in-
teract seamlessly. As an example, Rose said that by
combining the Vantiv token in-store and its eProtect
product, merchants have the same token for the cus-
tomer's online and in-store shopping. "You're able to
blend the data of your customer's behavior both online
and in-store," he said, noting that this is one advantage
of using integrable products in combination.

Gardner believes that consolidation among processors,
dealers, distributors and software companies will ul-
timately drive a majority of revenues for hospitality,
practice management, automotive and other segments
moving forward.

But at the moment, tech-forward payment companies
are mapping out an exciting future. For some, the fu-
ture of commerce is already in place, technically, but
awaiting mass adoption.

Once that occurs, technology will advance further, and
again experience, research and imagination will com-
bine to create what follows.

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