Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem
A Monthly Update on the State of the Mobile Point of Sale Ecosystem
A PYMNTS.com Report Sponsored by ROAM
Report Context This report is designed to organize the mobile point of sale ecosystem, one that has emerged over the last several years as smartphones and tablets deliver new point of sale acceptance capabilities for all categories of merchants. This report provides an initial overview of those players who have entered this space, including a description of their capabilities, solution features and functions and customer and go to market priorities. This report organizes the ecosystem into two broad categories: those merchant-‐facing This report provides an initial overview organizations who supply devices to merchants directly of those players w ho are part of the and those who “power” those players and supply them mobile point of sales ecosystem, their with the MPOS hardware, software, tools and services that capabilities and go to market specifics. helps merchant-‐facing organizations meet their customer needs. We have organized the ecosystem into two broad categories: those merchant-‐ We begin by evaluating 16 players and 6 “powered by” facing organizations who supply devices suppliers. Merchant-‐facing organizations include: Ezetap, to merchants and those who “power” Groupon, GoPago, Intuit, iZettle, mPowa, NCR Silver, those players. PayAnywhere, PayPal Here, Sage, Shopkeep, Square, Vantiv, VeriFone SAIL and ViSalus. “Powered by” suppliers include Anywhere Commerce, FiServ SpotPay, ID TECH, MagTek, Roam, and SAIL (that ends up in both categories given its go to market strategy. It is worth noting that this ecosystem is moving quickly and this report is by no means complete. Information about these players is available in varying degrees of completeness. Details about volumes and shipments – the information that everyone finds most valuable – is not publicly available. We plan to update this report on a monthly basis to include new entrants, and updates on the players profiled in the prior month’s report. We are also in the process of compiling and will report out aggregated information about shipments and volumes. We encourage you to contact us at
[email protected] if you would like to be included in this report and/or would like us to update your information as we have presented it.
Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem Key Findings: •
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Many MPOS players enter the space with what we define as a “core” offering: a mag stripe reader/swiper device that attaches to a smartphone that includes card processing capabilities and merchant boarding. These solutions are often targeted to a specific merchant niche – new to the world “micro” merchants and/or service personnel who use these devices to expedite payment via card acceptance. Some core solutions, like those used in political fundraising, must include specific functionality so that they adhere to industry regulations. All of these players ride the existing payments rails in that they accept cards that consumers have today and use at physical points of sale presently. . Core solutions evolve quickly to include specific front and back office capabilities which provide more functionality to merchants and keep them sticky. Common capabilities include integration with accounting and invoicing functions. Core capabilities that deliver front office capabilities such as loyalty and CRM/marketing and inventory management capabilities are of interest to retail establishments and generally delivered via tablet devices that function as cash registers for those merchants. MPOS solutions are being adopted by large retailers to create in store efficiencies and to move commerce closer to the customer. These retailers are using mobile devices – typically tablets – to help consumers in their store locate inventory, provide product information, and enable check out in the aisle. Some of these large retailers have made a decision to replace all existing in store registers with tablet devices in order to improve customer service and increase sales. MPOS solutions in market, by and large, reflect the underlying capabilities of those who “power” them. Many suppliers have focused on meeting the initial market demand for “core” functionality, namely card acceptance and processing. Some now are expanding the distribution and functionality of those capabilities by offering SDKs for developers to use to MPOS-‐enable their offers. The distinction to be drawn here is the robustness of the underlying platform and degree to which these tools, services and apps can support a variety of hardware/peripherals, technologies such as EMV CHIP + PIN and NFC and business processes such as real time inventory management which requires integration with existing payment and specialized business software.
MPOS Context: The diffusion of smartphones worldwide has revolutionized the payments industry in a variety of ways. Mobile phones are being considered (and trialed) in both the retail payments environment and the acceptance/point of sale environments. “Going mobile” today now means that both customers and merchants are able to gain tremendous efficiencies at a point of sale that can accommodate the form factors that consumers use today -‐ the plastic card – and move that point of interaction closer to the
Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem
customer. Merchants large and small are able to gain business efficiencies as well as new customers and sales. Along the way, card readers have been transformed into tiny devices that plug into the headset jacks of mobile phones and tablets, turning these powerful IP-‐enabled computing devices into mobile point of sale terminals-‐ thus the MPOS acronym. But the power goes well beyond card acceptance anywhere, by anyone. These mobile point of sale devices leverage existing payments functionality and infrastructure which means that the chicken and egg issues typically associated with new payments entrants don’t exist. MPOS card readers enable the acceptance of the plastic cards that consumers carry in their wallets today and like to use. MPOS may have started life as a way to enable casual sellers and small merchants to accept cards, but it is quickly moving up the merchant supply chain. MPOS actually started life way back in 2008 – before Square -‐ in the mobile “field services” space enabling tradespeople and other field service personnel to deliver their services and generate both an invoice and a payment on site. Square applied this concept to the micro merchant who was unable to accept anything other than cash or check. Now, Tier one retailers are turning tablets into cash registers and moving payment and check out to wherever the consumer happens to be in the store.. Clearly, MPOS is reinventing the entire commerce experience for all types of merchants and consumers. Quite naturally, given the “perfect storm” of mobile devices, consumers and plastic cards and existing payments rails, the market has seen an explosion of POS players enter the market. MPOS players can be divided into But MPOS – mobile point of sale – isn’t two camps: the dozens of players who supply devices to just the domain of the small and/or merchants and the universe of players who “power” those medium merchants. Tier one retailers players and provide them with the MPOS hardware, are turning tablets into cash registers software and enabling platform functionality needed to and moving payment and check out to meet the needs of their customers. The capabilities of wherever the consumer happens to be in those who “power” the suppliers range greatly, and as a the store. result, the MPOS offerings in market today exhibit a wide range of functions from basic payment card acceptance and processing (eg. Groupon Payments) to enabling a merchant/consumer network (e.g. Square). The MPOS TrackerTM is PYMNTS.com’s attempt to organize the ecosystem in a way that makes it a little easier to see who has entered the MPOS space and where they play. In organizing this first “baseline” report, we have observed that many players enter the MPOS space with a basic “core” offering: a card reader with merchant processing capabilities, often targeted to a specific business niche. As market traction develops, other capabilities are added to enhance the offer and keep the business sticky. “Powered by” suppliers with a wide range of end to end capabilities -‐ hardware, software, tools and services -‐ can help merchant-‐facing organizations keep pace with the front and back office needs of their
Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem
customers is helpful and why the move to a platform as service/API play is where many players are moving. This monthly MPOS TrackerTM is our best attempt to give the payments space a “playbook” on the MPOS ecosystem – a sort of “who’s on first” perspective of who’s in, what their offerings are, and how the market may have This monthly MPOS TrackerTM is evolved month to month. We’ll comment on who’s moved intended to give the payments space a or entered the space each time we update this report. On a “playbook” on MPOS – a sort of “who’s quarterly basis, we will do a “deep dive” into the vendors on first” perspective of who’s in, what that play in a specific category, starting with Core. We their offerings are, and how the market define players in the core as those who offer the basic may have shifted month to month. hardware/dongle solutions that enable mag stripe card We’ll comment on who’s moved or acceptance and merchant processing services. We will entered the space each time w e update assess their strengths and weaknesses and identify the this report. leaders and laggards. If you are interested in participating, please contact us at:
[email protected] This reports is a first step but is by no means complete. We are profiling 16 merchant-‐facing players and 3 “powered by” suppliers and have done two things with them: We have provided an overview of their basic stats and facts (launch date, volume, if available, functionality/feature sets, global reach, customers and level of investment) and brief description of the solution. If we have missed you, please write to us at
[email protected] and we’ll be sure to include you next time. Our big wish is to publish an aggregate number of MPOS shipments so that we can track how this market moves in more quantifiable terms. We thank those who have provided us with that information, so far, but would more so that our report can be complete. We will not publish this information for any individual player but will only publish an aggregate number on a quarterly basis. If you would like for your numbers to be added to the total aggregate MPOS Tracker, please contact us
[email protected]. The MPOS TrackerTM Pyramid We’ve created an organizing framework for this new ecosystem: the MPOS PYRAMIDTM. It’s a graphic representation of where we think merchant facing service providers fit in the market. It’s not designed to suggest that one part of the pyramid is better than another; rather to depict the characteristics of MPOS solutions. That means that the tip of the MPOS PYRAMIDTM doesn’t imply the “best” it simply implies that the fewest players are concentrated there given the various elements of the service offering that those merchant facing players provide to their merchants. The first 16 to be included in the MPOS TrackerTM and arrayed in the MPOS PYRAMIDTM are:
Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem
Ezetap, Fiserv, Groupon, GoPago, Intuit, iZettle, mPowa, NCR Silver, PayAnywhere, Paypal Here, Sage, Shopkeep, Square, Vantiv, VeriFone Sail and Visalus. MPOS PYRAMIDTM Methodology We have divided the MPOS market into “layers” representing the broad set of capabilities included in the MPOS service offerings. This, we hope, more easily helps to categorize the MPOS ecosystem by focusing on the capabilities that the various players who serve the merchants in this market offer them. The “powered by” players are organized on the outside of the MPOS PYRAMIDTM and aligned with the appropriate capabilities that they “power” inside of the pyramid. Here’s how we have used the MPOS PYRAMIDTM to organize the MPOS sector. Core – Players in this quadrant offer the basic hardware/ card reader solutions to merchants that enable mag stripe card acceptance and merchant processing services. Players in this space also have provided some level of security encryption, although the level of security varies by powered-‐by provider. This is where many players enter the market to establish an MPOS presence and merchant base. Core + Back Office. Players in this quadrant have offerings that provide value-‐added solutions that enable merchants and other SMBs to perform important back office functions. These functions include tracking/managing inventory, creating invoices, integrating with accounting systems and/or other applications that assist merchants and SMBs in managing their back office. Core + Front Office. Players in this quadrant have offerings that provide value-‐added solutions that enable merchants and other SMBs to perform important customer-‐facing functions. These functions include loyalty, marketing, CRM and advertising solutions that enable merchants and SMBs to more fully manage support marketing, sales and customer retention activities.
Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem
Core + Front and Back Office. Players in this quadrant have offerings that provide value-‐added solutions that enable merchants and other SMBs to support both front and back office functions as described above. Merchant/Consumer Network. Players in this quadrant have offerings that leverage mobile technology to serve both the merchant/SMB and consumer. These players provide core + front and back office capabilities along with consumer-‐facing applications such as wallets. These players use mobile devices and other assets on both the consumer and merchant side to create a network enabled by mobile devices (phones and tablets) and relevant applications. Open Platform/API. Merchant-‐facing players in this layer are serving merchants directly but have also made a decision to open their hardware/software services to developers via APIs. This is an effort to expand the number of merchants/SMB’s that they can reach as well as to make it easier for their own solutions to be enriched by other developers who can add functionality to the core offer.
Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem
MPOS Player Profiles:
Ezetap Category When Launched #Customers/volume Focus Pricing
Core+Back Office Sept 2012 n/a Small and Independent Business Rs 1,500 ($28) for terminal processing
Ezetap is an Indian-‐based company launched by entrepreneurs Bala Parthasarathy, Shripati Acharya and Sanjay Swamy. This MPOS player enables feature phones, smartphones and tablets to be converted into fully functioning point of sale terminals. They say that its technology allows anyone to accept cards -‐ from merchants who deal in cash payments from cabdrivers to hairdressers. The service includes processing the payment and providing real-‐time analytics to merchants about their customers. There are only 500,000 card reading devices in India but 300 million credit and debit cards and a huge potential to expand card acceptance. Ezetap is intended to leverage the growth of the smart mobile phones and the establish base of plastic cards in India.
Groupon Payments Category When Launched #Customers/volume Focus Pricing
Core + Front Office Sept 2012 n/a Merchants who have or had Groupon deals 1.8% V, MC, D and 3% AMEX + $.15
Groupon’s entrance into the MPOS space is focused on serving local merchants that have or will run deals with it. Groupon Payments is also available as a pilot to non-‐Groupon merchants who will pay slightly higher transaction fees. Currently, Groupon is the lowest cost MPOS option on the market. Their system was first tested in San Francisco with 150 merchants. Groupon also Payments leverages its May 2012 acquisition of Breadcrumb, a NY based mPOS system for restaurant, that includes reservations and is said to compete with Open Table.
Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem
GoPago Live Category When Launched #Customers/volume Focus Pricing
Core+Front August 2012 1100 Merchants SMB, Restaurants 2.85% per transaction + a 5% premium when consumers use its “line skipping” feature
GoPago is a MPOS solution backed by an investment by JP Morgan Chase. GoPago gives merchants, free of charge, a Verizon tablet, cash register stand and free 4G data so that they can accept payments anywhere in their retail establishment. GoPago is striving to make progress with restaurants, a merchant category that is particularly resistant to new payment technologies and now the target of Groupon. GoPago first started as a on to offline channel player focused on line skipping – customers could download the GoPago app to see which local merchants are participating, place their food order, pay for it on line and then go to the restaurant and pick up the food. GoPago Live is the card swipe application that offers the more traditional MPOS features.
Intuit GoPayment Category When Launched #Customers/volume Focus Pricing
Core+Back Office August 2009 200,000 SMB, political campaigns 2.7% swipe and 3.7% keyed in rate or $12.95 per month and 1.7% per swipe and 2.7% keyed in rate. swipe and 2.7% keyed in rate.
Intuit launched GoPayment in 2008, as a way for small businesses to improve sales and cash flow by using their mobile phones to accept card payments. The solution was targeted mainly to service businesses (plumbers, electricians, field service personnel) who were not card accepting merchants but viewed electronic payments as an opportunity to get paid immediately after the job was finished or an order taken. Since that launch, GoPayment has expanded beyond payment card acceptance with a magswipe strip. GoPayment has also developed a concept demo to process NFC using GoPayment and includes integration with Intuit’s QuickBooks Point of Sale and financial software, including inventory management, reporting , trends, etc.
iZettle
Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem Category When Launched #Customers/volume Focus Pricing
Core+ Open August 2011 50,000 Merchants Small merchants in Europe that don’t accept cards 2.75% for MC and Diner’s Club or 2.95% for AMEX
iZettle is a Nordic-‐based player in the MPOS space. Its Chip-‐based (CHIP and signature) card readers are currently available to businesses and individuals across Sweden, Norway, Denmark, Finland and the United Kingdom . MasterCard has made a financial investment in iZettle. CHIP and Signature was selected since consumers are familiar with signing and PIN readers would put the price of the readers out of the reach of most small/micro merchants that they are targeting. At the moment, iZettle is currently unable to process Visa cards in Norway, Denmark , UK and Finland, citing a conflict with Visa rules. iZettle has recently released an API so that third party iOS makers can integrate their payments into the apps.
mPowa Category When Launched #Customers/volume Focus
Core + Open June 2012 n/a Merchants in Europe that don’t accept cards
Pricing
Linked to existing merchant account.25% or minimum charge $0.40 or £0.25 or €0.30. Or 2.95% plus $0.40 or £0.25 or €0.30 per transaction
mPowa is a British-‐based MPOS company that allows merchants to accept credit card and debt card payments using their smartphones. mPowa accepts CHIP & Pin payments along with swipe, to enable card, cash and check acceptance and management. Its solution can be white labeled and branded to offer mobile and web interfaces, seller dashboard, management console, mail order and retail packaging, card reader fulfillment, customer support portal, and live customer support teams. mPowa card readers were among the first to be compatible with Android and its Android acceptance has enabled it to expand globally as sales of Android smartphones expanded. mPowa is backed by global e-‐commerce provider Powa Technologies.
NCR Silver
Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem Category When Launched #Customers/volume Focus
Core + Back + Front Office July 2012 n/a Bringing big business technology to small businesses
Pricing
Full hardware package is $619.79 a month to connect a mobile device and up to $29 a month each for additional devices.
NCR has entered the MPOS space with NCR Silver that gives small business owners IP-‐enabled/mobile transactions and detailed inventory, sales and profitability reporting capabilities using a tablet device. The system uses an iPad app that comes with a stand and connects to an NCR wireless receipt printer and cash drawer. NCR Silver provides a dashboard, where users can track inventory, profits and losses and run customer relationship management and email marketing applications.
PayAnywhere Category When Launched #Customers/volume Focus
Core + Back Office Spring 2011 100,000 downloads of the app All sized businesses and non-profits
Pricing
2.69% per transaction
PayAnywhere is an MPOS solution which also includes access to a built-‐in merchant portal to help merchants manage its sales and payments, including access to real-‐time reports that display both credit card and cash transactions and sales trends via Heat Maps that report where sales are taking place. In addition, the software offers real time reporting and can easily link to a cash drawer and printer. PayAnywhere is backed by North American Bankcard. PayAnywhere sets itself apart by offering 24x 7 customer support, the ability to integrate tips into the final payment and the ability for merchants to more readily process refunds.
Payleven Category
Core
When Launched
June 2012
Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem #Customers/volume Focus
1,000 Merchants in Berlin for trial All areas of business, merchants
Pricing
2.95% + .07 pence or .09 Eurocents (EC and credit card)
Launched by the infamous entrepreneurial Samwer brothers, Payleven, is a mobile payment system available for iOS and Android. Founded in Germany, the company has expanded operations to the UK, Italy, Netherlands, Poland and Brazil. The system processes basic card payments, to enable small and independent merchants to accept payments. Originally only able to accept MasterCard and local bank cards in Germany and the UK, Payleven announced in early October2012 that they accept Chip & PIN payments. This move is said to make Payleven the first pan-‐European MPOS company to be fully complaint with the standards of all major credit and debit cards.
PayPal Here Category When Launched #Customers/volume Focus
Core + Network March 2012 200,000 Merchants All areas of business, merchants
Pricing
2.7% transaction fee, with no monthly fee. The fee for non-swipes goes up to 3.5%, with a $ 0.15 fee
PayPal Here is a PCI compliant MPOS solution that allows SMBs to accept electronic payments, payment by PayPal and check by leveraging its Card.io acquisition to enable a user’s mobile device’s camera to scan the front of card to input the numbers and expiration date. PayPal Here also allows users to track cash payments. As of October 2012, the PayPay Here reader is being distributed in US, Canada, Australia, Hong Kong and Japan.
Sage Payments - NA Category When Launched #Customers/volume Focus
Core + Back Office February 2011 n/a Small businesses
Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem
Sage introduced its MPOS solution – Sage Payments -‐ in October 2010, enabling card acceptance for small and medium businesses. Existing Sage merchants can seamlessly integrate mobile into their existing Sage services. Sage Payments can be used with existing POS and works with Sage Exchange, Sage's integrated payments platform that automatically posts payments data in Sage's accounting and ERP solutions, as well as with other third party software partners that are connected to Sage Exchange. Sage is known for its application of Sage Payments in helping the Girl Scouts boost total sales. When using Sage Mobile Payments in 2012 the Girl Scouts of Central California South saw the average cookie sale transaction grow to around $80, compared to $20 in 2011. The Girl Scouts of North East Ohio saw a 13% increase in sales for the 150 troops that implemented mobile payments last year.
Shopkeep Category When Launched #Customers/volume Focus
Core + Front + Back Office 2010 Aiming for 5,000 merchants by end of 2012 Small retailers and quick serve restaurants
Pricing
$49 for one register and $98 for two registers per month
Founded in 2010, Shopkeep uses Apple’s iPad tablet to create a low cost POS system for restaurants. Shopkeep is very popular with small retailers that want to cut costs with a straightforward, mobile and web based platform. It is currently able to scan barcodes, accept cash and cards and print/email receipts using a cloud based system, but the software lacks the detail and sophistication that would enable it to process the specific POS requirements of a bar or restaurant. Shopkeep has recently partnered with Perka to create a loyalty program for its system.
Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem
Square Category When Launched #Customers/volume Focus Pricing
Core + Network 2010 2 million people using Square 75,000 merchants (July 2012). 6 billion per year Starbucks, SMBs
2.75% per swipe for Visa, MasterCard, Discover and American Express or $275 per month
Jack Dorsey, the creator of Twitter, designed this MPOS solution when his friend, Jim McKelvey, missed out on a large art sale because he didn’t accept payment cards. The Square portfolio includes its iconic square credit card reader that plugs into phones or iPads, a register system for iPads and a digital wallet for consumers – now coined Pay with Square. Square also produces and launches a number of free apps and analytics for its users which help merchants customize the checkout experience for their customers, create loyalty programs, manage inventory and deliver more personal customer service via geofencing/facial recognition at checkout. In the fall of 2012, Square and Starbucks will team up, as Square continues to build out (and build up) its merchant network. Customers at the coffee retailer will be able to pay using their names and Square will charge the users payment card using geofencing payments.
Vantiv Category When Launched #Customers/volume Focus
Core August 2010 n/a Small and medium merchants
Pricing
n/a
Vantiv Mobile Accept is targeted to small to mid-‐sized merchants in retail or consumer services or any merchant with a need to process transactions on a mobile device. Its capabilities includes encryption, dedicated customer service support available to handle inquiries by phone and email and a user-‐friendly interface that allows merchants to easily email receipts, review previous transactions and credit or void transactions.
VeriFone SAIL
Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem Category When Launched #Customers/volume Focus
Core + Open API May 2012 n/a Small and medium businesses
Pricing
2.7% for V, MC and D or 3.7% AMEX or for $9.95/month and 1.95% transaction rate
VeriFone SAIL was designed as an MPOS open platform to work across a variety of mobile devices, including tablets and smartphones, as well as traditional payment acceptance devices. Its open platform allows for distribution of SAIL through VeriFone's network of processors, ISOs, and channel partners. SAIL offers digital receipts, discounting ability and inventory management in addition to bar code scanning technology. Merchants and technology partners are able to build their own payment or marketing solutions on top of the SAIL infrastructure and it can support EMV smartcard, NFC contactless, mobile wallets.
Visalus Category When Launched #Customers/volume Focus
Core May 2012 n/a ViSalus Siencie’s promoters to sell
Pricing
n/a
Visalus Sciences is a direct selling enterprise that sells weight loss and fitness products. It has added MPOS capabilities so that its sales people can easily accept payment cards and increase sales. This capability replaces its on line/mobile app that enabled manual card entry. Visalus claims that they are the largest MPOS-‐enabled sales force with every sales rep having a card reader in the field.
Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem
MPOS Suppliers While there are numerous MPOS dongle distributers, the “invisible engines” of the MPOS space are limited to but a few. FiServ SpotPay SpotPay is an MPOS solution launched in September 2012 that enables merchants to accept credit and debit cards with their mobile device. FiServ is marketing this service to Financial Institutions who will use it as a way to better serve their small business customers. In addition to mag stripe card acceptance, SpotPay gives merchants the ability to deposit checks using a mobile remote deposit capture feature . Custom branding is also available for the dongles. The solution is said to have strong fraud prevention tools and makes card transactions frictionless to accept with security designed to decline counterfeit cards. SpotPay users get multi-‐layered security that protects sensitive card data from the point of swipe. Currently SpotPay is available to FiServ financial institutions that are part of its ACCEL/Exchange payments network, who will use the product to provide their merchant customers with a secure, convenient and low cost solution to collect payments. SpotPay leverages MagTek readers and core technology platform. FiServ SpotPay is included as a supplier since it does not directly supply merchants with devices. FiServ is a leading payments processor and is headquartered in Minneapolis, MN. ID TECH Founded in 1991, ID Tech designs and manufacturers a range of Automatic Identification products including MagStripe, Smart and Contactless Card Reader/Writers, Bar Code readers, CCD scanners, POS Keyboards, and Secure PIN Entry products. ID TECH has developed standard products and custom solutions for the Point of Sale, Hospitality, Access Control, Transportation, Gaming, and Kiosk Industries. ID TECH has created eight different mobile card readers, the Shuttle, iMag Pro, iSmart, UniMag II, iMag, BTMag, UniMag Pro and UniMag. The different models are compatible with Apple, Android or Blackberry devices. The company has also released a model that works with Bluetooth devices. ID TECH is headquartered in California with additional R&D and manufacturing facilities in Asia. ID TECH has Sales offices in North and South America, Asia, and Europe with distributors and representatives worldwide. ID Tech now employs more than 140 people. MagTek MagTek is a manufacturer of electronic devices and systems for the issuance, reading, transmission and security of cards, checks, PINs and other identification documents. Its products are used worldwide by financial institutions, retailers, hotels, law enforcement agencies to provide secure and efficient electronic payment and identification transactions.
Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem
Its expansion into the MPOS space is via its iDynamo product which is a secure mobile payments reader that offers MagneSafe security and delivers open standards of encryption. Its card reader authenticator is designed to work with the iPhone 4, iPhone 3GS, iPhone 3G, iPod Touch, iPad 3, iPad 2 and iPad. MagTek operates a fully owned subsidiary, Magensa, a fraud prevention, detection and advisory services firm. Magensa maintains a globally accessible registry of authentication information that helps to assess the validity and trustworthiness of the credentials and products that its customers use in the course of online identification, payment, and other secure transactions. Magensa also provides token management and cryptographic services. MagTek is based in Seal Beach, California and has sales offices throughout the United States, Europe, and Asia, with independent distributors in over 40 countries. ROAM Founded in 2005, ROAM today powers roughly 70% of the non-‐Square Mobile POS players in market. Its white label platform provides services for payment providers, integrators and app developers including as First Data, US Cellular, Chase Paymentech, Groupon, PayPal, Intuit, Global Payments, Sage, Ingenico among others. It built its reputation in the MPOS space as being the first encrypted mobile reader to use a PCI-‐DSS certified network to prevent card fraud. Its readers today can accept mag stripe, EMV and NFC card payments. ROAM’s end to end platform includes a portfolio of hardware, peripherals, apps, tools and services to its merchant facing customers and partners to help them deliver a robust solution to their merchant customers. It delivers these services via APIs and SDKs. It’s platform can support most mobile devices and technology environments. Founded in 2005, ROAM is a privately held U.S. corporation with a majority ownership by Ingenico. VeriFone SAIL VeriFone SAIL is represented on both the merchant-‐facing and supplier sides of the pyramid since they both supply players in the value chain, like ISOs with their solution to resell, but also sell directly to merchants. SAIL launched in May of 2012 as an MPOS open platform that could work across a variety of mobile devices, including tablets and smartphones, as well as traditional payment acceptance devices. Its open platform allows for distribution of SAIL through VeriFone's network of processors, ISOs, and channel partners. SAIL offers digital receipts, discounting ability and inventory management in addition to bar code scanning technology. Merchants and technology partners are able to build their own payment or marketing solutions on top of the SAIL infrastructure and it can support EMV smartcard, NFC contactless, mobile wallets. AnywhereCommerce
Ecosystem Analysis
Organizing the Mobile Point of Sale Ecosystem
Anywhere Commerce, formally known as HomeATM, provides mobile point of sale solutions to small merchants, often white labeled. Founded in 2008, it goes to market thru resellers, acquirers, developers and banks/EFT networks. Since then, the company has expanded to manufacture and design a range of mobile payment services, allowing merchants of any size to accept cards (and benefit from card-‐present transaction rates) via a mobile device. The company has four POS products: its original card reader with built-‐in PIN Pad, a CHIP and PIN reader for EMV cards, a smaller card reader used with mag stripe cards and a device that connects to a merchant POS via a USB connected tablet or PC.
