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Cover Story Education

It's beginning to look like a good holiday season ..............1 What matters most when selling POS solutions? ............34
By Patti Murphy By Jeff Fortney, TouchSuite LLC
Amazon Prime Day 2019 is history, schools are back in session Mastering only one POS solution (no matter how robust) restricts
and there's a nip in the air – all signs that it's time to start helping options, and ultimately negatively impacts an MLS's success. What
merchants prepare for the year-end holiday shopping season. should an enterprising agent do instead?
News Legal ease:
Who's really who in the payment processing biz? ...........36
News Briefs: By Adam Atlas, Attorney at Law

M&A activity tops ETA SLF agenda .........................................12 In the acquiring industry, parties may use certain terms to
describe themselves, but the roles they play might not match
Security flaws expose data on textbook definitions of the terms they have chosen.
419 million Facebook users ........................................................12
Is the payments industry ready for NextGen ISOs? ........38
MPC 2019 put spotlight on end user, global themes .....12 By Nick Starai, Network Merchants Inc.
Virtual community empowers, NextGen ISOs have recognized they must adapt to stay relevant or
connects payment pros ...............................................................12 risk a shrinking book of business. Are you among those who are
revolutionizing their approach to merchant services?
Industry Update ...............................................................................14
Views New Products
Compliant, easy to integrate cannabis POS solutions ...39
The very point of sale:
Transparency is the new currency ...........................................18 Ecommerce solution removes chargeback liability.......40
By Dale S. Laszig Inspiration
Some industry leaders see transparency as a core value; others
believe it's aspirational, since achieving full transparency is nearly Envision and co-create the future ...........................................43
impossible. None, however, doubt its importance. Departments
Company Profile Letter From the Editors ....................................................................5
Fundomate: Readers Speak:
Automated solutions for next-level financing ..................27 More thoughts on CPP certification ..........................................8
Education Spotlight Innovators ......................................................................21
DateBook .............................................................................................42
Street Smarts SM Resource Guide .................................................................................44
Win merchants through astute statement analysis .......32 Advertiser Index ...............................................................................54
By Dee and Emily Karawadra, Impact PaySystem
Unfortunately, for many merchants there is more to their state-
ments than meets the eye. For knowledgeable, honest MLSs,
however, this presents a terrific opportunity.

Empowering and connecting Enterprise selling in an

January 14, 2019 • Issue 19:01:01
today’s payments professionals SMB world – Part 1
SMBs face.
Help me innovate
level salespeople (MLSs) can use their industry knowledge
and personal experience to solve the most pressing issues
By Dale S. Laszig
During the past two years, Paysafe Group's Lost in
Transaction series has highlighted global payment trends.
In its latest installment, researchers surveyed 601 card-not-
May 13, 2019 • Issue 19:05:01
complex,
present (CNP) SMBs in the United States, Canada, United
and the customer experience.
Kingdom, Germany and Austria and 306 card-present
uoyed by reports of record 2018 holiday spend-
set of challenges.
attitudes about payment acceptance methods, innovation
ing, analysts predict more retail growth in 2019,
Conversational commerce:
particularly in the evolving small and midsize
B business (SMB) sector. Advanced technologies
O. B. Rawls IV, chief commercial officer, payment processing
have introduced SMBs to a big-brand experience and new
at Paysafe, said the research revealed that brick-and-
SMBs in the United States and Canada. Respondents shared interactive, evolving
mortar retailers aspire to truly innovate at the intersection
IVR systems
of payments and the in-store experience. In response,
POS solutions.
Independent research by global payments provider Paysafe
Paysafe's sales discovery process has evolved from price
Group found SMBs struggle with "competing priorities" in
and service discussions to needs assessment and solution
their efforts to balance frictionless checkouts with payment
security. Lost in Transaction: The future of payments for SMBs,
selling, he noted. Direct and indirect sales representatives
have been centering conversations with merchants about
published by Paysafe in October 2018, found 54 percent
Contributed articles inside by: dual-tone multifrequencies (DTMF) to enable machines to
security, data protection, business management tools and
of ecommerce merchants surveyed believe frictionless
aggressively targeted by fraudsters.
transactions, such as in-app payments, make them more
Payment technology's evolution began when interactive
vulnerable to fraud. Seventy-six percent reported feeling
"The end goal is to help our customers implement solutions
voice response (IRV) systems and dial modems began to
replace phoned-in payment card authorizations. Like Morse
that enable them to better their business," Rawls said. "By
By Dale S. Laszig
code, early touchtone phones linked numeric values with
This is the first article in a two-part series that takes a
transmit credit card numbers. Over time, service providers
deep dive into today's SMB market. It takes a deep dive
into evolving SMB environments and includes research
eavesdropping on sensitive payment card data.
began to mask DTMF sounds to prevent criminals from
findings and commentary by payments industry leaders
innovating in the space. Part 2 will examine how merchant
TOC on page 3 machines and humans on the phone, email or online chat. certification themselves," he added.
any device, digital assistants help
messages to broadly distributed
Semafone, a data security and compliance solution
n a world where anyone anywhere can transact on
provider for call centers, uses advanced DTMF masking
I it may seem incongruous to use
Jeh Holsomback ...................................................................................20 deliver targeted
in its flagship solution, Cardprotect. Gary E. Barnett, CEO
Steve Norell ............................................................................................34audiences. While
Nicholas Cucci ........................................................................................40
at Semafone, noted that Cardprotect 4.0 is Payment Card
Martina Jeronski ...................................................................................36 machines to per-
Bill Pirtle ...................................................................................................42
sonalize relationships, chat bots and digital assistants are
Industry Payment Application Data Security Standard
(PA-DSS) certified. "We are literally saving our payment
becoming adept at representing the people and companies
application partners valuable time and costs that would
they serve. It's not always easy to differentiate between
otherwise have gone towards achieving the [PA-DSS]
"Voice: payments' next integration," The Green Sheet's lead
Continued on page 31
Adam Hofman, product manager at CallRail, mentioned
article in issue 19:04:01, examined the expanding role of
that advanced speech recognition has enabled IVR systems
than they were ten years ago, which has helped reduce wait
voice technologies in payments. This article explores how
sentient machines are transforming transactions from
to recognize complex phrases. "These systems are smarter
simple clicks into complex, interactive and contextual
times while improving customer experience," he said.
expressions of our interests, personalities and lifestyles.
jobs? they encroach on personal moments and take away our Contributed articles inside by:
The article also addresses concerns voiced by merchant
level salespeople and their customers about AI in smart
homes and connected workplaces. Will AIs respect our
TOC on page 3
privacy and security and enhance productivity? Or will
Brandes Elitch ........................................................................................24
Dee and Emily Karawadra .................................................................33
Peter Spee ...............................................................................................36
Adam Atlas ..............................................................................................38
3
Continued on page 31
www.greensheet.com