opportunities in mind.
"No operator will have
two antennas on the machine," said
Gron. "Therefore any new system
must be built to integrate different
technology providers." For example,
the PayLab hardware not only allows
mobile payments, it also offers vend-
ing operators the ability to get DEX
data remotely for their VMS. Gron
thinks that because operators spend a
signifcant amount of time and energy
learning their VMS and routing soft-
ware, any new system needs to build
on what they are already doing as well
as bring customers to the front end.
The consensus among mobile
providers is that a vending industry-
only mobile option won't work in the
long run, but how the mobile device
would best communicate with the
machines is still up for debate. There
are benefts to each system, so opera-
tors need to consider their needs now
and in the future as well as what will
work best for the next generation of
mobile device users. Technology is a
large part of life for most people and
bringing the vending machine up-
to-date by adding mobile payments
will propel it from a last resort to the
convenient unattended food provider
that drove its inception.
December 2014 VendingMarketWatch.com Automatic Merchandiser 25
M O B I L E P A Y M E N T
Consumer
Requirement
Merchant of Record Reports Loyalty
Industry
Crossover
Additional
Industry
Partnerships
Social
Media
App
download
Provider Operator
Consumer
Demographics
Sales
Prod
Intelligence
Rewards/
History
Technology
used in other
industries
x x x x x x x
x x x x x x
x x x x x x
x x x x x x
x x x
x x x x x x x
x x x x x x
x x x x
x x x
x x x x
REPORTS
Reports indicate informa-
tion available to the operator
and may include sales data,
product sales and consumer
demographics.
MERCHANT OF RECORD
Merchant of Record
(MOR) is the company
that receives and holds a
consumer's credit pay-
ment from the vending
machine. The MOR holds
the merchant account with
the processor/acquiring
bank and is responsible for
paying the interchange fees
associated with each credit
card transaction. The MOR
is the company that is ulti-
mately responsible for the
fnancial transaction.
LOYALTY
For this matrix, loyalty includes history
and rewards offerings. History refers to
whether the consumer's purchasing history
is tracked while rewards indicates whether
the consumer is "rewarded" for loyalty
with complimentary items or discounts.
ADDITIONAL PARTNERSHIPS
The company producing the hardware that can
accept mobile payments at the vending machine is
actively partnering with other companies to include
their specifc forms of mobile payment at the vend-
ing machine point-of-sale.
INDUSTRY CROSSOVER
Industry crossovers refers to the
product compatibility and availabil-
ity in industries outside of vending
(not including micro markets) such
as arcade, parking, laundry, etc.