Having made a number of high profile installations in the Middle East recently, Australian-based Embed experienced a particularly busy show this week at DEAL.
Speaking with Adam Steinberg and Mark Easte at the show, it would seem customers in the region tend to purchase the debit card system based on trust once a relationship is formed and little time is spent doing presentations.
"It has just been a roller coaster experience for us since we entered the market," said Steinberg. "We have made a significant long-term investment in the market and we feel we are able to offer all that the market needs by doing it ourselves as it is the service aspect that people demand most in the Middle East."
For Easte, it is all about making sure their customers know how to maximise the potential of the product, which requires training from Embed. As part of the LAI Group and a background in operating the Timezone brand, "essentially we are an operating company providing an operating solution," he said. "We have always been inventive and will continue to do so as there is a lot of potential for the product to add benefits to the industry worldwide."
