Positioning Hampers PoS Adoption

Blessing Nwobodo
Poor brand positioning has been blamed for the low adoption of Point of Sale PoS, terminal machines as a form of online payment in the country.
Agada Apoche, executive director, ValueCard, a major player in the e-payment industry, opines that positioning the e-payment card as an ATM card is a major setback that limits its diverse usage, one of which is using it on a PoS. ‘Our banks have given the cards they issue for use on any of the available channels including the PoS the name ATM cards. This is a wrong choice of name which has an implication. Many cardholders by this name believe their cards are usable only on the ATMs. This explains why one will withdraw money from the ATM machine and use the cash to pay at a restaurant that has a PoS terminal,’ he says.
Aside the wrong use of name, M2 gathers that other factors militating against the adoption of PoS include poor broadband internet services, fraud, poor awareness and shortage of PoS terminals.