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Table of Contents

Lead Story

Uncle Sam's finger in the payment pie: A legislative update

Patti Murphy
The Takoma Group

News

Industry Update

Interchange mandates might help, but not everyone

Holidays a boon for data thieves, too

ETAU now in session

An AmEx Revolution

Features

GS Advisory Board:
The best moves of 2009 - Part I

Research Rundown

Selling Prepaid

Prepaid in brief

Origins of the gift card mall

Walter Paulsen
Payments Industry Consultant

Views

Principles for success in 2010

Biff Matthews
CardWare International

Automate or flounder

Scott Henry
VeriFone

Education

Street SmartsSM:
To train or not to train

Jon Perry and Vanessa Lang
888QuikRate.com

Digging into PCI - Parts 5 and 6:
Maintain a vulnerability management program

Tim Cranny
Panoptic Security Inc.

The annual marketing and communications plan

Peggy Bekavac Olson
Strategic Marketing

PIN entry devices: Plan now for July 2010

Joan Herbig
ControlScan

Creating positive consequences:
Three tips

Jeff Fortney
Clearent LLC

Company Profile

Performance Training Systems Bankcard Boot Camp

New Products

Digitizing Cash

CashLINK
Garda

Name recognition for ISOs

CarpÚCharge terminal branding
CarpÚCharge

Inspiration

Work that family mojo

Departments

10 Years ago in
The Green Sheet

Forum

Resource Guide

Datebook

Skyscraper Ad

The Green Sheet Online Edition

December 14, 2009  •  Issue 09:12:01

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New Products

Name recognition for ISOs

Product: CarpÚCharge terminal branding

ISOs operate in relative obscurity. The average person outside the payments realm isn't even likely to know what an ISO is, and some merchants even have a hard time naming their merchant services providers.

A big part of that is due to a lack of visible branding. ISOs sell products, of course, but almost always they are someone else's products, branded exclusively with the manufacturer's logo and phone number.

A new service from Carp├ęCharge aims to change that. The company recently introduced a free branding service for ISOs that sell Carp├ęCharge's online terminals. The aim is to give the often obscure middleman a little name exposure.

Carp├ęCharge offers a server-based virtual terminal for merchants. "What we're doing is launching this private-label aspect of it where we can take the terminal as it appears on the screen and give it the custom private label branding for an ISO," said Dean Burke, Director of Marketing and New Business Development for Carp├ęCharge.

Reinforcing company names

Burke said the service would promote loyalty among merchants by reinforcing the names of their service providers and predisposing them to contact those companies when they have questions or needs. Branding can also help ISOs through merchant-to-merchant referrals; merchants who are aware of their providers are more likely to use the providers' names in conversation.

"What makes the ISO so unique is their service and how they support that merchant," Burke said. "This keeps the branding imagery top of mind, keeps that merchant thinking about who their ISO or merchant service provider is, gives them less opportunity to be distracted by third-party branding and ... helps the ISO streamline their communications with their merchants, so they have a cleaner, more concise look that follows their services."

Burke said ISOs who use the service are consulted to determine exactly how the branding will look, but that the work of creating the logo or image is done by Carp├ęCharge. ISOs supply finished logos and any instructions on color templates and so forth. Then Carp├ęCharge takes it from there.

"First and foremost we want to make sure that when the product opens and runs, that their name is very [conspicuous] and their design very clear," Burke said. "Second to that, and supporting it, are the colors and fonts designed around it."

No effect on PCI compliance

Carp├ęCharge Director of Special Projects Dan Wade added that because the customization work is performed by the terminal supplier, the work has no bearing on Payment Card Industry (PCI) Data Security Standard (DSS) compliance mandates.

"One of the biggest problems when you're wanting to customize something: more often than not you have to do that from a custom software standpoint, meaning you're actually integrating something that's third party and have to go through your [Payment Application DSS] review," Wade said. "This doesn't require that."

Carp├ęCharge
253-857-6530
https://secure.carpecharge.com

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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Spotlight Innovators:

North American Bancard | Harbortouch | USAePay | IRISCRM.COM | Humboldt Merchant Services