| Lipman Wins With World Class Offerings | | Ever the organization to set the standard, Lipman USA’s recent product offerings are breaking new ground, as well as records. Their impressive product portfolio incorporates the latest and greatest in counter top, wireless and ECRs. Lipman’s traditional countertop products have long been known
throughout the industry as a mainstay for high reliability. That continues to be the case with the latest model—the 8320. It incorporates advanced technology that increases functionality and allows multiple applications such as the standard credit/debit and EBT as well as gift/loyalty, prepaid applications, bill payment and check truncation.
| | “The bottom line—this terminal is faster and more powerful,” says Randy Wheeler, Executive Vice President of Sales at Lipman USA. “Another key development is the expansion of communication options. In the past, these types of terminals were plugged into telephone lines. The new technologies we’ve introduced allow the end user to communicate through Ethernet as well as wireless connectivity. This decreases cost to the customer.”
Wheeler stresses that all products, whether traditional or new, carry the Lipman commitment to security compliance. Whatever the communication vehicle, it offers the same level of security compliance that is paramount to transactional success.
Another major differentiator of Lipman’s 8320 is its promise of compatibility.
“When new terminals are introduced into the marketplace, inevitably it means additional costs,” says Bulent Ozayaz, Vice President of Marketing and Business Development for Lipman. “New applications must be developed. There’s also the cost of merchant training, sales force training and customer service training. With all Lipman products, those costs are minimized by backward compatibility. We offer a seamless integration of new technology that is compatible with existing usage and service.”
“Since its introduction late last year, the 8320 has been widely embraced by the industry,” says Wheeler. “The reaction has been very, very favorable. It is competitively priced. Certifications are in place. Our traditional countertop foundation has been strengthened with the arrival of the 8320.”
Speaking of strength, one of the areas that Lipman dominates is wireless. The mobile marketplace is probably one of Lipman’s major strengths in the point-of-sale industry worldwide.
“We are now offering our fifth generation wireless device,” says Wheeler. “This is very important when you consider that when anyone gets into the new product arena, there is a learning curve from the standpoint of technology, development, selling and reliability. That learning curve can be fairly steep and lengthy. The difference with Lipman is that our fifth generation product is well past that learning curve. It is our major strength and our hottest product.”
The portable product generating so much heat is the 8000S. Offering a variety of communication options, this sleek, compact device sets the bar for wireless functionality.
“Wireless devices, like cellphones, are at the mercy of carriers,” says Wheeler. “Manufacturers can develop product solutions but someone has to carry that signal. Merchants have to rely on whatever technology is available. We have stayed abreast of that situation so that as each new technology emerges, we can support it. Some product providers have a tendency to zero in on a narrow field of communication. We believe in covering all bases to protect the investment of our customers. As carriers shift and move around the board, Lipman has the flexibility to allow for those shifts. By the time anyone hears about new wireless technology, we’re already working on it with 8000S technology. Our R&D Department never sleeps. Lots of Red Bull!”
Wheeler supports this statement with reference to Mobitex, a strong carrier with strong technology. A newer provider is GPRS. This service is equally strong and represents essentially the same technology used in cellphones. The industry is experiencing a shift towards GPRS and Lipman is well positioned to compliment GPRS technology. Another communication option is CDMA that offers the same level of service as GPRS. Lipman guarantees near ready widespread use of that technology as well.
Hand in hand with the benefits of seamless integration of wireless technology are the physical features of the 8000S. Its footprint is the smallest in the marketplace at a mere 2.2 inches high, 3.6 inches wide and 8.3 inches long. This mini but mighty device has an easy to read pinpad, screen and printer. The 8000S can even be accessorized with a belt clip. What sets this fully integrated payment terminal apart from the pack is that it is an all-in-one device as opposed to some of the newer entrants in this space that take standard cellphones and then attach a terminal. It also offers electronic signature capture and card present transaction acceptance which is less costly than card not present transactions.
Another 8000S feature is its WiFi capability that, again, compliments market expansion. Lipman recognizes the benefit of, say, a restaurant environment where it makes more sense to bring a portable device to the table where the card never leaves the customer’s hand. Transactions are performed and completed on the spot with the 8000S.
“These portable terminals are literally flying out the door,” says Wheeler. “Without question, there have been very significant customer comments since the 8000S came on the scene and was certified late last year. In traditional sales, the marketplace pie is set and everyone slugs it out to get their piece of that pie. That translates into price wars. It’s different with the wireless market. It has actually expanded the size of the pie to include customers who previously did not use terminals. We are very excited that an entirely new market segment has been created. We are meeting that need like no one else with advanced technology and competitive prices.”
Lipman’s target market for its new offerings runs the gamut from small, mid and large sized merchants in the traditional brick and mortar space for the 8320 to the portable environment of stadiums, conventions, limos, taxis, shuttles and even the utility service segment of plumbers, electricians and contractors for the 8000S.
But clearly Lipman’s most important target market is its channel partners.
“They are very much a cornerstone of our business,” says Lipman. “All of our products grow their business in a new direction and helping our partners grow their business only helps to improve ours.”
The only challenge to that formula may be in shifting marketplace mindset. It’s all about changing to a different business model.
“Not too long ago, no one thought of delivering pizza and taking a credit card at the door,” says Wheeler. “We find it incumbent to explain both the economical and operational benefits to our customers. We stress the inherent benefits such as reducing the amount of cash a portable merchant carries as well as the reduction of identity theft and fraud by in-person transactions as opposed to over the phone. The challenge is sitting down with the customer base and explaining those benefits. We take technology and blend it into marketspeak so customers can understand what they’re getting and how to use it. Just think VCRs. We don’t want to see the 12:00 blinking all the time.”
With both the 8320 and the 8000S, Lipman’s position is continuously growing at a rapid pace but there are other forces that are contributing to Lipman’s market dominance.
“Certainly our products are bringing about growth but our renewed focus on partnering with like-minded sales professionals is as well,” says Wheeler. “What helps that growth and our industry position is how we approach business and our stability in that business. We believe stability is greatly needed in the market to keep it tight. One can spout market share figures but let me sum it up by saying that, in a period of 11 years, we have gone from just entering this market to being a significant force in it.”
According the Wheeler, the market will continue along the lines of new applications and uses of devices will drive that direction. He predicts a bigger focus on additional apps with powerful devices that will address functionality beyond card transactions and afford additional value. How will Lipman respond to that direction?
“Lipman is going to lead that direction rather than respond to it,” says Wheeler. “We are well in development of value add applications for our terminals that will deliver innovative value to all parties in the value chain.”
Source: Transaction World Magazine
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(10.01.05)
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