The Prepaid Press - March 15, 2008 - (Page 20)

PAYMENTS March 15 · 2008 - 20 Web Streamlines Bill Pay & Prepaid Distribution By Bruce Burke distribution headquarters wants to promote a new card or provide a handset at special pricing, a section of the screen can be reserved as an advertising section that changes dynamically, while the remainder of the interface remains consistent. Though many variations are possible, Web applications are commonly structured in a threelayer approach. In its most common form, a Web browser is the first layer, an engine using some dynamic Web content technology (such as ASP. Net, CGI, or Java) is the middle layer, and a database is the third layer. The Web browser sends requests to the middle layer, which services them by making queries and updates against the database and generates a user interface. This three layer approach allows the entire interface to be modified completely in look and feel, private label branding and content specific to the location to be displayed. If a distributor has a product specific to a region or demographic the server can be programmed to display product X in specific stores, but will not be visible in others. These specifics would be based on the retailer’s user id and password, IP address or other specific identifying data. Everything is moving to the net, and Web 2.0 programming advances are extending the capabilities for businesses worldwide. Because of these advances, prepaid does not need to remain in the dark ages of dial-up networking and 14.4 modems. Using today’s technology, like instant messaging and live chat, prepaid providers can provide more distribution with fewer staff, reduced recordkeeping and improved direct connection customer service. boon opposed to the one, two and four column phone card vending machines and memory restricted terminals in days of yore. GUI Solution In 2004 I wrote about utilizing a Graphic User Interface (GUI) for the delivery of prepaid products and services. Since then, retailers and consumers across the country and around the globe have demonstrated widespread acceptance of GUI interfaces for the sale and delivery of prepaid products and bill payment services. Most of these applications were proprietary software packages that were installed on standard PC and touch screen hardware. The soft- In a dynamic market such as prepaid, updates with new products and services need to be done on a regular basis. ware and hardware interacted with a printer peripheral to deliver the product to the consumer. This software application would connect with the host server via an Internet connection, retrieve the product and record the transaction for reporting and commission purposes. These applications worked well, for the most part, and introduced retailers and consumers to graphic user interfaces, as opposed to the terminals, which previously dotted the prepaid landscape. Many companies rushed to develop their own versions of the GUI Point of Sale System. This generated quite a buzz in the prepaid industry, and agents, distributors and retailers all clamored to be the first on their block to make their marks with these new devices. There are many benefits to the GUI POS; a bevy of virtual products and services can be displayed, rates and other pertinent information can be provided and a commercial or advertisement can play when the units are not in use, attracting potential customers. This was a tremendous Advantages of GUI Graphic User Interfaces offer colorful virtual representations of the products, rather than just product names. Visual identification is usually not a problem, even though language barriers may prohibit a retail consumer from indicating which product they prefer. Client software applications do have some drawbacks, and rolling out a new product in a retail environment should be smooth and effortless for the distributor, agent and retailer. Software installation, hardware incompatibility, drivers and time necessary to provide training are all issues that face distributors and agents when they are turning up new locations. In a dynamic market such as prepaid, updates with new products and services need to be done on a regular basis. New graphics are rolled out, companies open and fold, and rates change frequently in the ever-changing prepaid marketplace. When card dispensing machines were the rage, you simply took out the old unsold product, and replaced it with the latest and greatest. A new poster and rate chart were tacked up and it was on to the next location. But anyone who has ever updated client software or had to install new drivers can surely attest to the headaches involved. After installation you usually have to shut down the unit and reboot it, all the while hoping that everything installed correctly and the machine will now be updated and ready for use. Web Apps Offer Dynamic Marketing All the above headaches (and a few more) can be resolved, and the friction of distribution can be resolved, with a simple straightforward tool called the Internet. This is not the Internet that you depend on to get the latest news or sports scores. What I am referring to is a Web-based software application or Web-app. A Web based application is an application that is accessed via the Web over a network such as the Internet. Web applications are popular due to the ubiquity of client software. Internet Explorer, Mozilla Firefox and many other browser software packages are all examples of client software. The ability to update and maintain Web applications without distributing and installing software on potentially thousands of client computers is a key reason for their popularity. Common Web applications include Webmail, online retail sales, online auctions, discussion boards, and many other functions. As new products are released, rates updated, and product graphics are changed, only the server has to be updated. Neither the retailer, nor the distributor has to lift a finger; there are no business interruptions. New products, services, and rates are updated the next time a retailer refreshes his browser or logs into the website. In earlier types of client-server computing, each application had its own client program, which served as its user interface, and had to be separately installed on each user’s personal computer. Any upgrades to the server part of the application would typically require an upgrade to the clients installed on each user workstation, adding to the support cost and decreasing productivity. In contrast, Web applications dynamically generate a series of Web documents in a standard format supported by common browsers such as HTML/XHTML. The browser is a framework providing the “picture frame” or window with which to view the application, as well as the supportive operations that assist the server in delivering the message. Client-side scripting in a standard language, such as JavaScript, is commonly included to add dynamic elements to the user interface. Each individual Web page is delivered to the client as a static document, but the sequence of pages can provide an interactive experience. As the user clicks and types information into the Web browser, server-side software interprets the input and displays new pages, information and results. Web Apps Add Functionality The Web interface places very few limits on client functionality. Through Java, JavaScript, DHTML, Flash and other technologies, application-specific methods such as drawing on the screen, playing audio, and access to the keyboard and mouse are all possible. Web application developers often use client-side scripting to add functionality, especially to create an interactive experience that does not require the page to be reloaded. The retailer views a consistent interface and the fear of “losing the information” as the interface refreshes is vanquished. However, if ASPs Enable Customization An emerging strategy for application software companies is to provide Web access to software previously distributed as local applications. These programs allow the user to pay a monthly or yearly fee for use of a software application without having to install it on a local hard drive. A company which follows this strategy is known as an application service provider (ASP), and the marketing of such is known as Software as a Service (SAAS). Utilizing this business model, an ASP could have one program but morph it for each individual distributor. The application service provider would be transparent to the retailers, agents and end users. The distributor’s brand name and interface would be specific to their company and market. The ASP would simply provide the conduit for sales and charge distributors an initial setup and consultation fee, and/or reoccurring monthly fees, based on number of locations or other parameters. The Service Provider charges transaction or reporting fees to continue development of the service. Distributors can bring their own products and services to the table and if necessary the ASP could integrate aggregators of products such as Bill Payment. The ability to push information to the point of sale has come a long way since the time when cards were simply activated at the point of sale to reduce pilferage. Broadband connected PCs in the retail environment are now as commonplace as a telephone. Small footprint laptops can be had for the same price point as a terminal, with much greater processing speed, graphic ability and a slew of other advantages. Solid-state drives, and built in Wi-Fi improve durability and connect distribution companies with retail points of presence more strongly than ever before. Broadband speed provides an expedited sales process and detailed up to the minute reporting. Each User ID can be set with specific access and functionality the retailer, agent or distributor requires to provide their role in the distribution chain. Any PIN or Account based service can be transacted utilizing a web based system. Bill Payment, Wireless, Dial Tone, Phone Car

Table of Contents Feed for the Digital Edition of The Prepaid Press - March 2008

The Prepaid Press - March 2008 tppEXPO’08 Slated for August 19-21 AT&T Strikes Back Contents The Retske Report: Net Neutrality 5 Minutes With Terry Maher, NBPCA Counsel Regulatory Rundown: FCC Enforcements Prepaid Wireless Roundup Prepaid Wireless in Brief tppEXPO’08 Spotlight BlackBerry Prepaid Option to be Offered Virgin Mobile USA Ringbacks Growing The Splitting of a Titan The State of Prepaid Technology: Part II – The Other Prepaid Calling Spot Rates Calling Cards in Brief IVR and Stratus to Offer SIP Platform PhoenixSoft Completes Integrated IP Transcoding The Legal Line Web Streamlines Bill Pay & Prepaid Distribution Travelex Debuts New Foreign Currency Packs TSYS and Telrock to Provide Mobile Solutions Payments in Brief NBPCA Offers Tips to Fight Money Laundering Hypercom Responds to Ingenico Inquiry Kiosks Change the Face of Prepaid Prepaid 101: Prepaid Wireless Coinstar to Expand Centers in Wal-Mart Locations Meta and MoneyGram Partner NRF Battles Retail Crime Retail Focus in Brief Our Advertisers Contact Us

The Prepaid Press - March 2008

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