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ISOs should show them what mobile payments are all about and what the advantages are, he says.

At the same time, ISOs should offer merchants software powerful enough to handle value-added offerings that include coupons and loyalty products, Oglesby says.

“You’ve got to have something that’s differentiated and innovative, and that’s what I’d be working on,” says Todd Ablowitz, president of Centennial, Colo.-based Double Diamond Group LLC.

That means looking for ways to add sales and revenue for a particular merchant instead of merely offering the mobile-payment service, he says.

ISOs should seek software-based approaches to mobile payment, so they don’t have to bother with hardware at the point of sale or for the phone, some observers say.

Payments Source, August 31, 2012