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Table of Contents

Lead Story

Fraud, data breach concerns drive EMV support

News

Industry Update

Visa, MC allow merchant surcharging

CAPP provides FI security snapshot

ETA promotes Debit AID to assist EMV

NFC Forum SIGs map tech future

Square wins with Verizon, Angie's List

Federal court ruling may impact CFPB

Features

International charity with roots at home

Acquiring Kilimanjaro, an ISO adventure

Mobile marketing and remote mobile payments transform holiday shopping in 2012

Stephen Kiene
First Annapolis Consulting

Research Rundown

Meet The Expert: Biff Matthews

Selling Prepaid

Prepaid in Brief

Plastic Jungle pilots retail gift card exchange

Researcher makes argument against prepaid regulation

Views

Surveying the financial landscape in 2013

Brandes Elitch
CrossCheck Inc.

Education

Street SmartsSM:
Lessons from that first call

Jeff Fortney
Clearent LLC

Confidentiality: A refresher on ISO, MLS obligations

Adam Atlas
Attorney at Law

Sustaining the mPOS (r)evolution

Venkat Kalyanaraman and Sunil Rongala
MRL Posnet Private Ltd.

Small businesses need big data, too

Rick Berry
ABC Mobile Pay Inc.

Company Profile

Super G Funding LLC

New Products

Interactive multilane checkout

iSC Touch 480
Company: Ingenico Inc.

Advanced breach protection

Voltage Secure Stateless Tokenization
Voltage Security Inc.

Inspiration

Take one invigorating step

Departments

GS 10 Years Ago

Readers Speak

2013 events calendar

Resource Guide

Datebook

A Bigger Thing

The Green Sheet Online Edition

February 11, 2013  •  Issue 13:02:01

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Meet The Expert: Biff Matthews

Biff Matthews - President of Thirteen Inc., the parent company of CardWare International, and founding member of the Electronic Transactions Association - was a merchant level salesperson (MLS) well before the term was coined. As a Master Charge card salesman for Ohio National Bank in the early 1970s, Matthews sold to merchants the credit card acceptance solution of the MasterCard Worldwide precursor.

By 1975, Matthews had started his own company, Imprinter Sales and Service. The business repaired manual imprinters, otherwise known as knucklebusters. Matthews said sellers back then worked off of what was called "the grid" - a graph on a sheet of paper that calculated pricing based on the ratio of a merchant's volume to average ticket.

In 1983, Matthews' company became a distributor for Omron Tateisi Electronics Co. (now Omron Corp.), which sold a dial-up POS terminal that could only authorize transactions. Customers swiped cards through the terminal, but imprinters were still needed to capture and eventually settle transactions.

Help to the hunters

After Imprinter morphed into CardWare, Matthews continued with behind-the-scenes hardware repair and customer care. Today, CardWare supports ISOs big and small with POS technology and customer service. Once ISOs sign merchants, CardWare configures and deploys hardware to those merchants, trains them and then provides 24/7 help desk support.

Matthews therefore has an insider's view of the ISO-merchant relationship and has observed that ISOs are "constantly chasing new business, and they are not doing a good enough job of taking care of their current business." He noted that when service suffers and merchants jump to competitors, many ISOs do not bother to find out why merchants changed processors and make no effort to win them back.

Matthews believes ISOs are also not doing a good enough job of rating their merchants. If ISOs were to overlay the pyramid model on merchant portfolios, they would discover that about 20 percent of merchants in any portfolio, representing the top of the pyramid, recommend their ISOs to other merchants without prompting, or will do so when asked.

But the remaining 80 percent, the lower bulk of the pyramid, are relatively happy with their processors but not inclined to refer them, or are unhappy with their ISOs and will never refer them. Matthews said ISOs should focus 80 percent of their time on that top 20 percent, rather than on the 80 percent below.

He added that ISOs should also be factoring in the "hassle factor." For example, a large merchant could be a high-maintenance customer. "If that merchant is taking your time on nickel-and-dime problems, you are not out selling," he said.

Refresh that perspective

When Matthews came of age in the 1960's, bell bottoms, Nehru jackets and long hair were in vogue, and older generations disapproved. But eventually those hippies matured into responsible adults. He believes ISOs and MLSs do themselves a disservice today when they write off younger merchants because they dress and act differently than their elders.

"Several years ago, I realized that the kid with the spiky hair, tattoos and piercings was going to be my customer of tomorrow, so I adjusted my thinking," Matthews said. "I made sure all of our people viewed them as they would everybody else and would be treated the same because those people will be tomorrow's doctors, lawyers, bankers and senators."

That same philosophy can be applied to the disruptions currently rocking the industry. Matthews said ISOs and MLSs should embrace new technologies, such as mobile payments, and the new players that are leading the charge. "I'm really excited about our industry," he said. "A lot of younger guys are challenging the status quo, and I think that's important."

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 | USAePay | Super G Capital LLC | Humboldt Merchant Services | Impact Paysystems | Electronic Merchant Systems