the ten key steps for a successful mpos solution

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The ten key steps for a successful mPOS solution

A step-by-step guide for payments providers

The relationship between merchants and consumersis becoming closer and more personalized. Consumersexpect a higher level of information and customizationin face-to-face interactions than in their online expe-riences, without sacrificing speed or price. This meansthat salespeople need to be armed with a full setof tools and information as well as a way to acceptimmediate payment. In other words, merchants needa mobile sales tool in their arsenal.

Smartphones and tablets are democratizing softwareapplications; not only is it feasible to have a sales toolin every pocket, but indeed, in the next few years,consumers will expect this level of service from everysalesperson, regardless of the merchant’s size.

Heterogeneous environments:tablets, smartphones and terminals

Each company has its own way of doing businessand its own set of processes and back-end systems.As for consumers: most hesitate to proactively opt-infor new services. That’s why sales systems thatincrease friction between consumers, merchants, andexisting systems often fail to reach scale, whereasthose that decrease friction lead the market.

For this reason, the future of mobile payments liesin providing open, robust, and highly configurablemobile point of sales (mPOS) solutions that are bothbackwards-compatible with existing payments meth-ods and processes, as well as already ready for emerg-ing tablet and smartphone-based services.

The m-revolution: a sales tool in every pocket

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Giving power to the merchants

mPOS services are becoming much more than toolsthat enable small and mobile merchants to acceptcard-based payments for the first time. Next-gener-ation mPOS services provide tablet-based function-alities to facilitate a consultative sales approach aswell as hybrid fixed/mobile registers. The next waveof innovation in mPOS will surely be driven by solu-tions that can provide unprecedented flexibility tointegrate analytics, geo-localization, loyalty and newpayment methods like mWallets.

Key learnings

Many new organizations are entering the mPOSservice provider market – from startups to telcos,from leading financial institutions to e-commerceproviders. Our mission is to help these organizationsmake merchant/consumer interactions a richer, morefluid and more personalized experience.

The Ingenico Group has gathered a wealth of expe-rience in its thirty years in the payments industryand its nine years in the mPOS market. This whitepaper introduces ten key learnings in mPOS; futurepublications will focus on a detailed exploration ofsome of the themes introduced in this paper.

INGENICO GROUP / BUILD OPERATE GROW 3

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Mobile and tablet-based applications have democ-ratized solutions for both consumers and merchants,who are looking to gain greater visibility into theirbusiness operations, boost their efficiency, increasesales, streamline accounting processes and enhancethe overall consumer experience. While there aremany themes common to all industries and all sizesof merchants, these drivers mean that even smalland medium businesses (SMBs) will demand tailoredsolutions down the road.

Market specificities

Mature markets still have a high potential in termsof mobile solutions equipment, as some markets arefew equipped, such as small businesses. As example,a full 55% of the 27 million small businesses in theUnited States cannot accept credit cards1. In a countrywhere there are 3.5 payment cards per person2, thisis an enormous gap. In the European Union, thereare half as many payment cards per capita3, and thenumber of small businesses who cannot accept cardsis even greater.

As developed markets move up the value chain,emerging markets are set for explosive growth insmall and medium businesses with the emergenceof a new middle class and greater financial inclusion.Card ownership has doubled in the past five years inIndia4, for example, yet there is only one POS terminalfor every 1,700 people5. However, solutions for emerg-ing markets come with their own set of challengesand specificities. For these reasons, we have found

that when formulating an mPOS service, merchants’needs vary widely depending on geography, industryand education levels, and it is therefore important totarget a specific segment at the outset.

Tailored use cases

Tailoring an mPOS solution to a specific use case hasbeen shown to result in enormous successes, effectivelytransforming the mobile or tablet-based paymentapplication into a complete sales tool. For example,a major global retailer of home improvement andconstruction products and services has equipped hun-dreds of associated contractors with an mPOS solutionthat manages their customer interactions from startto finish, enabling them to:

● Set up a quotation appointment

● Show the client options for renovations with real-time rendering and quoting

● Order materials and check inventory on the spot

● Accept payment

● Obtain proof of delivery and send electronic receiptsand invoices

● And much more…

Focused on the customerjourney

For decades, consumers haven’t been able to seethe tools and systems driving their in-store purchases.Moving forward, point of sale applications will notonly need to be intuitive and attractive enough tobe shown to consumers, but they will become anintegral part of the customer journey. mPOS innovatorsand mobile payment providers have the most to gainfrom this shift. As noted by the Mobey Forum, theglobal association focused on mobile financial services:“The innovators and providers who find a way tointegrate and disguise the payment within engagingphysical and virtual consumer shopping experienceswill win. Innovators and providers that focus solelyon the payment will lose.”6

Build an offer with merchants in mind

Did you know?55% of the 27 million small businesses in the United States cannot accept credit cards.

4 INGENICO GROUP / BUILD OPERATE GROW

Just as it is essential for payments providers to focustheir efforts on key merchant segments, the mostsuccessful providers have focused their efforts ontheir core areas of competencies. This means carefullyassessing geographies, taking a step-by-step approachto building in new functionalities and formulating astrategic approach to sourcing contributors to theprogram’s success.

We have found that the most successful serviceproviders have hired outside experts to work withthem on:

● Merchant outreach

● mPOS salesforce (or training of existing salesforces)

● Marketing and communications

● Payment certifications

● Payment industry associations and lobbying

● Merchant storefront applications

● Merchant portals & management tools

Assemble a best-of-breed solution

● Service provider portals & management tools

● Payment hardware and end-to-end encryption

● Risk management

● Anti-fraud

● Hardware delivery and maintenance

● Support

Security is one area where there can be no compro-mise. Any company that processes, stores or transmitscredit card information is required to maintain a“secure environment” as detailed by the PaymentCard Industry (PCI) Security Standards Council. Failingto comply with these requirements can result in finesup to $25,000 per month.

However, the risk of fraud is an even bigger issue,and it is important to ensure an end-to-end solutionthat is able to manage the complexity of marryingpotentially unsecured consumer mobile devices withsecure payment services.

Payment sits at the heart of the merchant/consumer divide; building a best-of-breed solution is an effective way to future-proof the service

Merchant systems

& equipment

Hardwarecompatibility

Globalinteroperability

Diverseapplications

Unreliablecommunications

● EMVCo

Multi-schemes● Visa● MasterCard● JCB● American Express● Union Pay● Discover● Electronic Cash● Carte bleue● CartaSi● …

MOBILES PAYMENT

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Launch with a concrete growth plan

Whether you expect your growth to be in volume,as you reach more merchants; or in reach, as youcover more countries; or in services, as you expandyour offer; successful mPOS solutions must launchwith a growth plan in mind.

Local requirements

In-country support and regulatory compliance areimportant, and scaling an mPOS solution across theglobe is an order of magnitude more challengingthan scaling an e-commerce business. Accepting localcard schemes, ensuring local supply chains with rapiddelivery times, facilitating cross-border payments,and providing localized payment applications areessential to ensuring that the mPOS solution comeswith a high level of service, no matter the country.As a concrete example, in the Netherlands, over halfof card transactions use the local IDEAL paymentscheme. Miss this localisation and you lose the market.

Supply chain quality

An incredibly important but all too frequently over-looked factor is the robustness of the payment devicesupply chain. When ramping up the service and deploy-ing thousands of mPOS terminals, the ability to securelyand rapidly execute and deliver is fundamental. Thisramp-up requires robust software to board and managenew merchants, internal and external testing facilitiesand comprehensive quality control.

New options bring new possibilities

When building an mPOS solution, seek out a partnerwho offers the most open system capable of managingnot only the widest range of different kinds of cardsand local payment schemes, but also connections tothird party services for loyalty, mWallet acceptance,promotions and more. The more choice your partneroffers, the more options you have for future growthand the more options you can offer your merchants.Ask your partner about their R&D roadmap and APIstrategy, and be wary of any solution provider whodoesn’t have a solid long-term technical productroadmap looking 12 to 18 months into the future.

Launch with a concrete growth plan

mPOS user growth forecast (in millions)

16

19

2011 2013 2017

ABI research – mPOS shipments, world market – 2012


Global regulations

Ultimately, the best defense against mPOS fraud isto scrupulously respect security guidelines as outlinedby the Payment Card Industry (PCI) Security StandardsCouncil in the U.S. and/or as indicated in the EMVIntegrated Circuit Card Specifications for chip-basedpayment cards and acceptance devices in the restof the world.

However, both PCI and EMV guidelines are continuouslyevolving. So new mPOS service providers need toensure they are working with experts who can helpthem meet existing PCI/EMV standards today, andwho are actively working to anticipate changes andmeet future guidelines as well.

Nothing is more important than security

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Security is perhaps the most important considerationwhen building an mPOS solution. Beyond the fun-damental importance of protecting systems fromfraud, there is also the fact that mobile points of saleare perceived by many consumers as being inherentlyuntrustworthy; in fact 72% of consumers have con-cerns about whether mPOS is secure7. This perceivedlack of security slows down adoption and use.

Fraud prevention

The best fraud management systems are both pre-ventative and proactive. A certified SRED solution isessential for all payment transactions, and cardholderdata should never be in an unencrypted form betweenthe reader and the acquirer’s or the gateway’s securedenvironment. On the back-end, service providersneed insight into the activities of their merchants,with the ability to block usage based upon geo-local-ization, volumes, usage patterns, velocity or limitationsimposed on merchants based on their defined profiles(high risk, low risk, etcetera).

Visibility

Branding is important for adoption. Consumers aremore likely to trust an mPOS device and applicationbranded with a name and logo they know and trust,preferably one already linked in their minds withtrustworthy payments. Merchants are more likely totrust organizations with a well-established brand anda strong local presence.

Consumer perceptions of mPOS security7

0%

10%

20%

30%

40%

50%

60%

70%

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100%8%

41%

20%

19%

12%

Extremely secure

Very secure

Somewhat secure

Not very secure

Not at all secure


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New regulations bring new challenges

The payments regulatory landscape has changedvastly over the past three years, and nowhere morethan in mPOS. Many regulators remain unsure overhow to regulate mPOS, and the card industries havetaken the lead to guide providers on best practices.

Looking forward, the United States of America plansto move away from magnetic stripe cards and towardsEMV-standard cards. At present, the major credit cardcompanies have stated that they want all merchantsin the U.S. to have an EMV payment system in placeby October 2015.

In making this transition, EMV gateways and mPOSsoftware architecture have several fundamental dif-ferences with magstripe solutions, and the industryis poised for a significant overhaul of front-end aswell as back-end systems.

Local requirements

Visa Inc., Visa Europe, MasterCard and AmericanExpress have all launched mPOS certification programswhose requirements include providing source code,attaining PA-DSS certification for the mobile app, PCI-PTS certification, EMV Level 1 and Level 2 certifications,NFC, and penetration tests on the system. In parallel,the European Central Bank is launching a public con-sultation on the security of mobile payments, theresults of which could have significant impacts onpublic policy and pan-European regulations.

Anticipate a changing regulatory landscape

Even changes to standards in parallel sectors – suchas the new global standards announced by card asso-ciations in 2013 for non-card payment methods likemobile wallets and the recent changes in barcodenorms and taxation codes – must be anticipated andproperly managed, in order to maintain a holisticend-to-end solution.

The next round of mPOS regulation is likely to focuson end-to-end encryption, the integration of smallmerchants into the taxation system, changes to card-present and card-not-present definitions, and geo-localization tracking to make sure that devices areonly being used in the country for which they wereintended.

Change is ahead, so navigate wisely

The bottom line is that a sector in a state of almostconstant change can be complex to manage.Successful mPOS solutions for merchants will considerthese changes – or will ask their providers to do so.Working with providers that are active in cross-industryorganizations and governmental lobbying boards fur-ther enables organizations to predict and plan forregulatory changes before they actually happen.

In short, build an mPOS solution that allows you tonavigate the known and unknown changes ahead.

Did you know?Visa, MasterCard and AmericanExpress all now have mobile pointof sale certification requirementsand processes. Ensure your offercan meet them.


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Building an mPOS solution is just the first step. Hiringand training the people needed to launch it success-fully and to operate it efficiently is the next challenge.Our experience has shown us that the resourcesneeded for an mPOS service evolve significantlybetween the launch and the operational phases.

Focus on the merchants

mPOS is uniquely different from traditional POS serv-ices. Because it relies on the use of consumer-ownedtechnology and because mPOS can target small andmedium merchants in addition to larger retailers, themarketing and launch of the service is often muchcloser to a B2C campaign than a B2B campaign.

Launch team

It is therefore important to build a dedicated in-houselaunch team who is able to use online marketing,popup events, social media, and viral campaigns toattract small and medium businesses. We often sug-gest complementing the launch team with staffdedicated to gather information on the results ofyour first pilots in order to tweak the service basedon merchant feedback as well as a technical teamdedicated to resolve the first teething issues.

Operations team

Executing and growing the mPOS service requiresbuilding an excellent operations team including tech-nical support staffers, a quality insurance group anddata analysis experts.

Whether you are an online startup, a telco or a financialinstitution, attracting and onboarding mPOS merchantswill require training sales agents to simplify the pay-ments value proposition for what can often be a price-sensitive, non-technical audience. Our partners haveused a range of tools, some of the most effectivebeing internal promotional campaigns, mPOS gurus,“learning lunches,” and the use of how-to videos orinteractive guides that can be viewed at the sametime as sales agents sign up new merchants.

Whether launching or operating, customer supportis what will make or break a service in the long run,and there are unique complexities associated withdebugging mobile devices paired with hardwareperipherals. The mPOS support team needs to bewell-trained in the solution and should ideally offer24/7 care. Up-time and reliability are critical, so itis important to ensure that your mPOS technical part-ner’s support team is able to support your growthaspirations moving forward.

Get the right team in place

Known for in-store mobile payments, Apple stores generate

the highest revenue per square meter of retail space of any major retailer.8


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Small businesses

Historically, mobile payment for (very) small merchantswas not addressed by financial institutions. The simplefact remains that the traditional approach to point ofsale services does not always profitably address verysmall businesses, especially in emerging markets.But now, merchant solutions are becoming faster todeploy, more intuitive, richer, and above all, moremobile. mPayment solutions can today affect busi-nesses of all size.

Large businesses

These innovations become more profitable whenmoving up the value chain, providing medium andlarge businesses with tablet-based mPOS functionalityand in-store/out-of-store mPOS capabilities that arecomplementary to their existing processes. Manybusinesses will also need a mix of traditional andmobile point-of-sale devices and in-store/outof- storemulti-channel integration – giving you the opportunityto sell higher-value services with a potentially globalreach. There is significant complementarity betweenmobile and fixed POS, and in the future, most busi-nesses are likely to have a hybrid approach combiningthe strength of the two. With the increasing cost ofpersonnel and the increasing demands of consumers,there is opportunity to increase touch points andensure an improved ROI from service personnel.

Tailored services

Integrated mPOS solutions enable payments innovatorsto seize this opportunity, but only if they are equippedto facilitate online boarding, support and fleet man-agement. Remote key injection and support are keyto reduce costly onsite support, and automated onlineboarding and merchant profile management are strongcontributors to the bottom line. Surprisingly, smalland businesses often appreciate this self-serviceapproach, as it enables them to customize their mPOSapplication and back-end to meet their own needs,on their own schedule.

Moving forward

Once the initial needs of providing profitable servicesfor small businesses, mobility and line-busting aremet, mPOS is being increasingly used to combatshowrooming, personalize the customer experience,reduce the risks of out-of-stock situations, and upsellor suggestive-sell based on customer profile infor-mation. To this end, one organization with whom weare working has equipped their entire contractor anddelivery staff with mPOS sales tools to align withtheir strategy of building a store without walls. Otherclients are focused on the in-store experience, andare adopting mPOS and tablet-based POS as a wayto facilitate consultative sales processes.

Customize your offer

Stores without Walls

Out-of-Store Sales

Fixed Tablet-Based POS In-Store Mobile Sales

Intelligent Ordering & Checkout A Selling Oppor

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Mobile POS use cases


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Grow the user base

Given the transparency of mobile application softwareand the fact that small merchants often act morelike consumers than traditional business clients, mPOSoffers need care and attention to ensure it bears fruitfor you. Your users are the source of your success.

Once the first users are on board, it is important touse these users to your best advantage to help youwin new customers. To find them, be creative. Tokeep them, be innovative.

We have seen viral marketing programs lead to suc-cess in this domain. However, viral marketing cango spectacularly well… or spectacularly poorly. Soonly roll out a thoughtful social media campaign,and consider working with a specialized agency.Videos or animations will be the most help if theyare used to explain the “how and why” of the mPOSoffer to merchants – and even to your support staff.We also believe that referral programs – somethingpreviously unseen in the traditional POS market –can be very effective in ensuring positive feedbackwhen taking a social media-driven approach. A recentstudy revealed that referred customers generatehigher margins than non-referred customers, andare more likely to remain a customer for longer.

Easy onboarding for a quick start

Tools that enable smooth, efficient and quick merchantonboarding – whether online or in mobile operator/bank branches – are key to ensure adoption of anmPOS service. We have seen that deploying a com-bination of automated online boarding tools and “livehuman” face-to-face registration centers in bank ormobile operator branches is the most effective. Ideallyspeaking, you want your users to feel that they arevaluable customers who are accessing a flexible serv-ice that will reduce the overhead and work oftenassociated with traditional POS deployments.

Our experience has shown us that merchants willmake up their mind on an mPOS service in the firstmonth9. This means it is imperative to get new cus-tomers engaged and smoothly using the serviceimmediately after signing them. Online portals thatenable merchants to customize their brand presenceand receipts and that immediately show them howthey can maximize benefits from the solution throughonline reporting and tracking are critical to get mer-chants to make their first transactions.

Regular outreach to combat churn

You know you need to build your customer base. Butit is just as important – if not even more so – to keepacquired mPOS users active through regular marketingand communication outreach actions. Signing a newmPOS merchant costs time and money; to get thereturn on the investment, it is important to keep themengaged. Prompt after-sales service, IT reactivity andan efficient support service that can modify merchantprofiles in real time are definitely part of the mix.

It costs 6-7x more to acquire a newmerchant than to retain an existing one

Cost to retainexisting merchants

Cost to acquirenew merchant

6/7 X

X


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To ensure your mPOS offer stays profitable and effi-cient, you need tools that give you insight into yourmerchants and their behaviors.

Centralized visibility

An mPOS system for small and medium businessesis somewhat more complex than a traditional retailPOS offering. For one, there will surely be a significantlyhigher number of individual merchants onboard. Themerchants themselves will likely have a lower levelof technical expertise. Furthermore, if your customersinclude very small businesses, your per-merchant rev-enue will be lower and your ability to provide individualattention will probably be lower. This means you needto be able to quickly see what is going on and youneed to be able to quickly spot and correct issues.

Your interface should allow you to see all of yourmerchants and all of your suppliers via a centralizedcontrol panel. You must have real-time control ofdevices, applications and transactions.

Control and reporting

Global reporting statistics should be a few clicks away,as well as the ability to easily export data into yourother business software tools. A control and reportingplatform should also allow you to see and set trans-action limits according to merchant risk profiles. Whilenot a consistent regulatory constraint today, thisapproach is being considered by several regulatoryassociations.

Self service

The sheer quantity of your customers will also meanthat you need to offer a “self-service” centralizedsupport functions so they can manage and customizetheir own mobile storefronts and access reportingdata on their own.

Manage merchants proactively

The indispensible tools for proactivemerchant management

Mobile Storefront

Real-time Control

Merchant Boarding and Support

Transaction Analytics

Fraud Management

Services Management


Always keep in mind

1 ● A mobile point of sale offer is about much more than just payment. Merchants will be most interestedin a solution that assists in enhancing their full end-to-end business model.

Build carefully

2 ● Payment is complex. Build a best-of-breed solution and work with your partners to regularly monitorand test the system.

3 ● Mobile phones and operating systems evolve quickly, and combining a consumer mobile device with aprofessional payment service introduces additional complexity. Ensure that you and/or your mPOSprovider have a dedicated team focused on keeping up with new consumer offerings.

4 ● Payment is governed by extensive and often-changing regulations. It is important to bring togetherpeople who have experience, and to work with a partner whose R&D roadmap anticipates the changesthat are already expected.

5 ● Build the solution with growth in mind – consider global presence, supply chain and the range ofproducts and services to be offered.

6 ● Nothing is more important than security. Carefully check credentials and experience in this domain.

Operate smoothly

7 ● Your mPOS offer won’t run itself. You will need a team dedicated to launch, operate and promote yourmPOS offer.

8 ● Into packages that match the needs of the segment you are targeting: small merchants have certainneeds, larger retailers have others.

Grow constantly

9 ● Your mPOS offers becomes truly profitable once it hits a certain critical mass of users. To reach thatpoint, you need to get new customers onboard quickly and maintain a dialogue with them so theyremain consistent users.

10 ● Keep an eye on the system. Ensure you have access to reports and statistics that will alert you topotential issues and allow your users to self-manage certain tasks.

mPOS checklistfor payments providers


Ingenico mobile solutions

Ingenico and its innovative mCommerce affiliate, ROAMTM, help merchants get to market quickly with secureand powerful mobile point of sale solutions, regardless of the technology environment. Whether producingthe industry’s first secure mobile card reader or working with leading retailers to mobilize their sales force, ourmobile payment solutions are dedicated to helping merchants create closer, more personalized interactionswith their customers.

ROAM merchant commerce platform

ROAMpay App Your App

MobilePOS Apps

RP350x Chip & Sign Reader

G5X MobileCard Reader

iCMP Chip& PIN Companion

iSMP RetailChip & PIN

RP750x Cloud-basedChip & PIN

MobileCard Readers

ExternalServices

Value-AddedServices

Back-End Systems

mWallet

Offers

Loyalty

Gift

CRM

BusinessIntelligence

Inventory

ERP

Transaction Analytics

MobileStorefront

Third Party

Services

FraudEngine

MerchantBoarding

andSupport

DeviceManagement

Estate Owner Portal

Merchant Self-Service Portal

ManagementTools

Apps


Your global partner in mobile paymentsWe process and secure millions of mobile payment transactions for many of the world’s leading businesses,including acquirers, ISOs, direct selling organizations, home service providers, retail, financial institutions,hospitality establishments, mobile carriers and more. These companies rely on us in order to quickly get tomarket with their own mPOS solution.

Our platform enables these businesses to:

● Securely accept mobile payments using a full suite a full suite of PCI PTS and EMV certified mobile cardreaders

● Quickly and easily integrate with existing backend systems and applications using ROAM’s APIs

● Cost-effectively create customized, white-labeled mPOS solutions using their company’s established branding

● Accept payments using the leading smartphones and tablets, including iOS and Android

● Manage all mobile transactions with real-time dashboards and analytics

Unique features include:

● Comprehensive mobile commerce management solution providing real-time control over the entire merchantlifecycle

● Custom risk engine to manage risk tolerance and reduce fraud

● Highly flexible and scalable architecture designed to support deployment of any size and in any region ofthe world

● EMV-ready, future-proof solution for global payment acceptance

● Industry-proven technology from the most trusted leaders in mobile commerce: ROAM and Ingenico.

1 “Why Don’t More Small Businesses Accept Credit Cards,” by TJ McCue, Forbes.com, 16 August 20132 Statistic Brain: http://www.statisticbrain.com/credit-card-ownership-statistics3 Payment statistics, European Central Bank, June 20124 Financial Cards and Payments in India, Euromonitor Inter national, March 20135 World Bank population data, 20126 The mPOS Impact: The Shifting Balance of Power, Mobey Forum, November 20137 Javelin Strategy and Research, October 20138 RetailSails report, 20129 Bain & Company

References

About IngenicoIngenico is a global leader in payment solutions, enabling financial insti-tutions and merchants to manage their payment activities whatever thechannel (in-store, on-line and mobile) and whatever the payment means.Thanks to a secured, multichannel and competitive offering, Ingenicosolutions are positioned at the heart of the relationship between retailersand consumers.

Say helloThe Ingenico Group has 40 offices over the globe. Find the Ingenico officenearest you on our website at: www.ingenico.com

Stay up to dateThe payment sector is constantly changing: we’d like to help you stay upto date! Access our latest white papers, press releases, news alerts andmore on our website, and follow us on Twitter.

Website: ingenico.com Twitter: @ingenicoroamdata.com @ROAMdata

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the ten key steps for a successful mpos solution

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