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Selling contactless-payment technology requires a more-sophisticated and time-consuming sales process for independent sales organizations because many merchants and consumers are not interested in the technology, according to one ISO. "We have tried to sell contactless, and we have had zero response, zero interest from merchants in that solution. A lot of people have talked about contactless, but it's possible it is just not the time yet," says Justin Milmeister, president of Elite Merchant Solutions, a North Hollywood, Calif.-based ISO. Part of the problem, Milmeister says, is relatively few consumers have contactless cards. "Think about it: How many contactless cards do you have in your wallet right now? And do you use them?" asks Milmeister. Understanding among smaller merchants on how contactless technology works and its security also is lacking, he adds. "Unless you're a national-chain merchant, this may not be something you're comfortable with," Milmeister says. "The big boys are better at dealing with new technology. Many of the smaller merchants are, maybe, a bit old-fashioned in that they don't feel like this is something they really need."
