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While ISOs are interested in advanced ATM functionality, they can't always sell it. But they can sell a low price. With that in mind, Triton expands its product lines with the Mako Low and the 9610.

January 29, 2002

Acknowledging that a large chunk of the retail ATM market still shops primarily on price, Triton is introducing new members of both its Mako and 9600 product lines.

After a rough start following its release in the spring of 1999, the Mako went on to exceed Triton's sales expectations in 2000. The company expects to sell even more of the Mako Low. The new machine will cost $150 less than the Mako, according to a Triton press release.

The main differences? Triton shrunk the footprint of the original Mako and eliminated the advertising-friendly but somewhat unwieldy backboard and high topper.

In addition to lowering the price, the changes give Triton distributors more installation options, said Brian Kett, the company's senior vice president of sales and marketing. "The high topper restricted placement at some sites. This offers more flexibility for the guys."

The biggest difference in the 9610, the newest member of Triton's 9600 line, is the dispenser. The lower-cost De La Rue dispenser has a smaller cassette and no loading tray or key, which Kett said makes it better suited to the merchant cash replenishment model that dominates today's retail market.

Kett said the 9610 also gives distributors "an awful lot of flexibility" because it can be upgraded to include the same features as any other member of the 9600 family – a 9600, 9640 or 9650. Conversely, Kett said, a 9640 could be retrofitted into a 9600 or a 9610.

The 9610 looks just like its older brother, the 9600, and has the same serviceable components. "It will be very easy for (distributors) to fit this product into their business," Kett said.

The 9610 has a price point slightly higher than the original Mako, he added.

The Mako Low has already begun shipping, and the 9610 will be available in April.

While Triton's Mako and Mako Low will be sold only in North America, the entire 9600 family will be available elsewhere. As more machines are placed in international markets, Kett predicted that there will be an increased demand for lower-priced products like the 9610.

Triton will continue to expand its 9600 line with the release of several higher-end, PC-based models next year. But price pressure isn't likely to go away any time soon, Kett said. "We do see a need for lower price points in this market."

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