Edenred, owner of the Ticket, Ticket Log, Repom and Edenred Pay brands, is entering the machine market in Brazil with Punto, which accepts card payments and other types of digital transactions. The brand has been operating on a pilot basis since April last year and already has more than 6,000 registered establishments, and is sold optionally and independently from the company’s other solutions.
The unit will be led by Cristiane Nogueira, who was once product director at SafraPay, vice president of business and marketing and commercial at Getnet and who had a consultancy focused on companies in the sector.
Punto accepts payments with the main brands in the local market (Visa, Mastercard and Elo) and with the company’s brands. In addition, it operates with smart terminals, which use the Android system, and payments by approximation and QR Code.
“The launch of Punto is in line with Edenred’s strategic plan, called Next Frontier, which has innovation as a pillar to expand its presence in the areas where its brands are present and accelerate innovation as a differentiating factor and source of growth,” he says. in a note Emmanuel Guinet, the company’s acquiring director general for Latin America.
According to the company, the machines can be integrated into the shopkeepers’ operating systems, and there are customizations to meet the needs of establishments that use other services of the group. Functions targeted at Ticket partners in benefits will also be added.
The company arrives in the country at a challenging time. The high Selic pressures the financial expenses of the sector, which raises funds in the market to finance its term products, such as the anticipation of receivables to shopkeepers. As a result, companies have been forced to increase the prices they charge for these products and the discount rates per transaction, which effectively put an end to the “machine war”.
With the drop in margins and specific factors, Stone’s share retreated 53% this year, and PagSeguro’s, 60%; Getnet, which was listed on the stock exchange in October last year, after the demerger of Santander Brasil, will go private. The exception is the leader Cielo, which has the best performance of the Ibovespa in 2022 in the face of less aggressive competition, as shown by Broadcast last Friday (1st).
Edenred expresses an optimistic view of the business. In a note, he highlights that the card market grew 33% last year and 36% in the first quarter of this year, according to data from the Brazilian Association of Credit Card Companies and Services (Abecs).
Source: CNN Brasil
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