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VIDEO: Select-A-Branch inks multibranding deal with ATM ISO TRM Corp.
Select-A-Branch expects the deal to catapult both companies' ATM businesses over the next year. During the BAI RD expo, SAB and Triton demonstrated how SAB ATM branding works.
December 3, 2008 by Tracy Kitten — Editor, AMC
For Dan Stechow, the ATM-branding possibilities are endless. For Mark Smith, it's the software that runs the ATM that's opening doors for new transactions and enhanced ATM functionality. And both are happy to point out the strides their companies have recently made in both arenas — Stechow speaking from Select-A-Branch's corner and Smith from Triton Systems'.
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The two ATM players shared a booth last month during the BAI Retail Delivery Conference & Expo held in Orlando. Through an exclusive deal, Triton is the sole provider of ATM hardware and software for Select-A-Branch, an ATM ISO of sorts that's quickly gained attention in the industry for its unique multiple-financial-institution branding platform.
Last year, SAB inked ATM placement deals with the likes of McDonald's Franchise Group, which has led to the placement of 59 SAB ATMs in McDonald's franchise locations in New York — building on its flagship deal with Pennsylvania Turnpike locations. This year, the company signed new deals for ATM branding in Boston and New York, which comprise ATM placements in c-stores and airports.
And last week, SAB announced a landmark ATM branding dealwith ATM ISO Access to Money, which was acquired in April by TRM Corp. Stechow says it's a deal of limitless branding opportunities. And TRM, which recently has made PR waves after lying relatively low for several months, is expected to use the deal to leverage strength against its closest ISO rival, Houston-based Cardtronics Inc.
"What kind of advantage can SAB give to TRM over Cardtronics?" Stechow asked. "Well, I think it's safe to say, for a subset of premier locations, if you are a c-store, you are looking to bring the most return to your location — and the Select-A-Branch model brings in more money because it has no ceiling. Unlike Cardtronics, which can only brand for one financial institution, we can brand for a limitless number. And each time we add those institutions, we add their customers as foot traffic to that merchant, as well as the revenue at the ATM."
The concept is simple: Multiple FIs can be branded on one machine, and customers or members who hold cards from the FIs branded at the ATM get on-us transactions. The FI covers the fee that goes to the merchant for the on-us transaction, in exchange for offering a user convenience and an extended ATM footprint.
But offering a dynamic transaction offering such as SAB's — one that can identify each user by his ATM/debit card and provide a personalized experience for multiple users based on the FIs they bank with — is complex and requires robust software, says Stechow.
That's where Mark Smith and Triton come in.
Triton is the exclusive provider of ATM hardware and software (Triton's Prism software) to SAB. It's a huge step for Triton, Smith says, and proof that the company's Prism software is definitely robust.
During the recent BAI RD expo, Smith explained how Prism is helping Triton tweak and enhance its deposit functionality, by allowing ATM deployers to upgrade existing hardware to comply with Check 21 and automated deposits.
See a video of Smith's demonstration, as well as at a look at one of SAB's branded ATM transactions.
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