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Table of Contents

Lead Story

Lose the price war, win the merchant

News

Industry Update

Tribul Merchant Services: Bullish on merchants

Visa's vigilance pays off, PCI compliance takes off

When the system is down: Yipes!

Amazon flexes muscles with flexible payments

Cashless vending catches on

Features

Taking the kiosk to the ATM

Tracy Kitten
ATMmarketplace.com

Industry Leader

Mary Gerdts –
Pluck and intergrity lead from bean field to board room

Views

Knock fraudsters down with knowledge

Patti Murphy
The Takoma Group

Certify the good, blacklist the bad

Biff Matthews
CardWare International

Education

Street SmartsSM:
Buyer beware: That means you, dear MLSs

Dee Karawadra
Impact PaySystem

Risk assessment: What you need to know

Ross Federgreen
CSRSI

A real-life approach

Nancy Drexler
Marketing Moguls

Primo processor practices

Adam Atlas
Attorney at Law

The key to EBT

Jason Felts
Advanced Merchant Services Inc.

Banish chargebacks through communication

Steve Schwimmer
Renaissance Merchant Services

Company Profile

All card Processing-AAMonte-USA

3 Delta Systems

New Products

Merchant boarding simplified

Product: Comprehensive merchant application
Company: United Bank Card Inc.

Easy-as-pie PCI compliance

Product: HackerGuardian PCI PLUS Daily Scanning
Company: Comodo

Inspiration

Feed your reps, and they'll feed you

Departments

Forum

Resource Guide

Datebook

A Bigger Thing

The Green Sheet Online Edition

August 27, 2007  •  Issue 07:08:02

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Taking the kiosk to the ATM

By Tracy Kitten

For an industry that is slow to change, selling the notion that advanced functions are the way of the ATM's future hasn't been easy for Tranax Technologies Inc. Equipment expense, consumer adoption, software enhancements and transaction complexity have all hindered the adoption of advanced ATM functions.

Though consumer savvy and software capabilities have improved since ATM deployers first tried their hands at things like ticket dispensing some five years ago, ISOs have remained gun-shy.

A number of the distributors at Tranax's 2007 Summer Summit, which ran July 12 to 13, 2007, said basic cash-dispensing ATMs are still their No. 1 interest. But even the most reluctant agree times are changing.

Moving the ATM beyond basic cash dispense is something leaders at Tranax have been talking about for a long time. It's a concept Dr. Hansup Kwon, President and Chief Executive of the Newark, Calif.-based ATM and kiosk provider, has spent the last several years working to perfect.

"Our vision is very simple," Kwon said. "We design products that meet the needs of the customer."

Like the ATM, Kwon said financial kiosks can provide convenience, if the services make sense.

For the last three years, Tranax has worked to identify and perfect financial services that make sense for the self-service channel. And Kwon said Tranax's experience in the market has given it a true advantage.

"These aren't things we're just talking about," he said. "These are things we are doing now with partners in the market."

Partners like TIO Networks Corp., Vero Inc., Columbus Data Services and Livewire International are working with Tranax to perfect self-service bill-payment, check-cashing, card-dispensing and ticketing offerings.

During Tranax's 2006 distributors' conference in Lake Tahoe, Nev., Kwon said Tranax had some real-world deployments that build on those services that were gaining traction -- proving that the right types of advanced functions could be deployed successfully in the market.

During Tranax's 2007 conference, the self-service message was the same.

"The biggest difference this year (at the conference) is that everything we are presenting is our own product line," Kwon said. "For the first time, we have more self-service terminals than ATMs. And all of the ATMs we have here, with the exception of the Mini-Bank 1700, are now self-service-capable. That's a big difference."

Where kiosk meets ATM

Jeffrey Lee, Tranax's Director of Product Management, said Tranax has found a way to bridge the functionality gap. "We're bringing kiosk functionality to the ATM," Lee said.

During its Summer Summit, Tranax unveiled a line of upgrade kits it soon plans to release to the market. The company would not give a specific release date, saying the launch of the kits would depend on feedback from distributors.

The kits can be used to upgrade existing ATMs, including those with embedded boards or Windows CE, to provide advanced self-service offerings.

ATMs already running Windows XP won't require much of an upgrade, Lee said, since the platform that Tranax uses to connect to its service providers runs on XP.

"The whole challenge in enabling the ATM for SSD [self-service-device] capabilities is that different Tranax ATMs will have different requirements to upgrade them," Lee said.

ATMs running XP will basically only need to add a sidecar, Lee said.

But the upgrades go beyond just so-called SSD capabilities. Tranax is providing upgrades for the addition of touchscreens and color displays as well. By the end of the year, the company expects to release upgrades for most of its CE ATMs. Lee said the enhancements will offer ISOs more advertising opportunities.

"This will solve a lot of problems," Lee said. "You don't have to make the machine a PC, you just have to add a screen. It's going to be a very easy fix."

Selling upgrade kits for advanced functions is a revolutionary notion that answers many market demands, including the need to keep the cost of providing advanced functions low.

Kwon said Tranax has worked to respond to market demands. "Over the past several years we've been emphasizing SSD capabilities, and all of Tranax's ATMs are now SSD capable," Kwon said. "The current and future products are SSD-capable, and that is the differentiator for us. This is a very important strategy."

The following products were on display at the summit:

Link to original article: http://www.atmmarketplace.com/article.php ?id=9072

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

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