Tranax 2007 & Beyond

A lot has happened this year that I feel has to be clarified and addressed. Over the years Tranax had an ongoing relationship with Nautilus Hyosung that came to an end in 2007. Since that time there has been a lot of rumors and confusion in the industry that I would like to respond to and use this blog to set the record straight. I invite you to ask any questions that you might have and promise a response in a timely fashion.

So let’s get some of the issues out on the table.

Why is there so much animosity between Nautilus Hyosung and Tranax?

I can’t speak for another company, but I can tell you that there is no animosity on the part of Tranax. The two companies have enjoyed a strong partnership for many years, and it served us both well. But for some time now we at Tranax have recognized the need to control our own destiny and define a marketing strategy which will enable the company and its ISO’s to prosper and grow. This approach is based on having stronger control of our product design and manufacturing, its marketing and sales, and its channel and customer support.

For us, this means control over our manufacturing to define products which are carefully attuned to our channel and industry.  Remaining agile and quick to every changing market condition, adding value to our products and services, and building an ISO support system that provides the best channel and customer support -- bar none.

Our split is natural evolution on the part of two companies who are located in different parts of the world with very different corporate strengths and objectives.

I have been saddened by what we have heard in the market, but Tranax is very strong and is positioning itself to grow.

Recently according to ATM & Debit News, Tranax moved into the number one spot in Retail ATM sales for the US market in 2006 – from a strategy that was put into place years ago.

Now that we control our manufacturing we have a whole new line of products and services that we offer; entirely our own. There is no animosity here. Just a sense of excitement.

“The rumors of my death have been greatly exaggerated.” Mark Twain

Comments

[James D.]

Tranax makes and delivers quality equipment, it's that simple. As a growing ISO, we order quality equipment from Tranax, at a reasonable price including freight. For us the standard for deployment is the MB1700 and the e/c4000 models. Other manufacturers may have lower cost equipment or may have been in the industry longer - but in the end we need to know we're going to get the right equipment, on time, and in proper working condition with minimal setup. The split up of Tranax and Nautilus Hyosung was a bit confusing, and could have been handled better, but Tranax as a compay, and the equipment they sell, have been top notch, and in the competitive environment of ATM deployment, that means everything.

[John Steely]

I have always respected Tranax’s use of the internet and new technologies, once again Tranax is the first to take advantage of a cutting edge idea. Good luck with Bill’s Blog

[Chris M]

Well, while i'm up for better products, the way the split occurred placed many Tranax customers in a bind and Tranax lost some goodwill with the ATM community because of it. The subsequent delays and ISOs not knowing what products Tranax had available to sell made my customers very frustrated with Tranax. Once Hyosung sold direct, my customers followed. The reason; the old 1500 product was well known, well liked, and most importantly, well working. As we all know, consumer behavior predicts Tranax will have a difficult task in getting people to try a new product, regardless of price. Customers are reluctant to change from a good thing. Best of luck.

[Travis Peek]

I am curious about Tranax's plans for the FI market?