Apriva has added data analytics and business management tools to its payments software for bank and merchant services clients, along with a Web portal where merchants can review consumer behavior.
The portal, called AprivaPay Plus, provides ISOs and branded partners data on activation date, customer location, state, city, end user activity, credit card transactions processed, device types, operating system versions, and other key insights.
ISOs cannot find that type of detailed information in any other payment gateway software, said Ben Hurley, director of mobile products for Apriva.
AprivaPay Plus focuses on payment acceptance through mobile card readers on smartphones and tablets, but will also connect with a digital currency gateway and universal POS application to handle upgrades of the EMV-enabled terminals that the Scottsdale, Ariz.-based company announced earlier this month.
The payments software will be compatible with Android devices as well as Apples iPhone 6 and iOS8, allowing Apriva to route new Apple Pay payments if their clients choose to accept those Near Field Communication transactions, Hurley said.
Apple unveiled its Apple Pay mobile pay system Sept. 9.
The current flurry of activity in payments security and mobile payments technology provides perfect timing for the AprivaPay Plus announcement, said Angela Angelovska-Wilson, a financial services and banking lawyer at Reed Smith LLP.
"These companies that are going to help the smaller merchants be able to take and process all of the different types of payments will be doing very well," Angelovska-Wilson said in a phone interview with ISO&Agent Weekly.
Before the Apple announcement, companies like Apriva could not be certain which way the payments winds were going to blow in the U.S., Angelovska-Wilson said.
"No one could agree in the U.S. market on mobile pay, as there were so many options with the card brands and startups," she noted.
As such, Apple comes into a maturing market, Angelovska-Wilson said. In turn, "the software and IT developers of mobile payments acceptance will be very busy over the next couple of years."
Apriva has been preparing for just such an onslaught of mobile payment transactions that are likely to occur as the U.S. shifts to EMV terminals and NFC readers at the point of sale as well as the mobile POS, Hurley said.
"When you think of the cost of a traditional terminal and payment network, it is expensive," he said. "AprivaPay Plus fits on a bring-your-own-device model and it downloads onto a standard smartphone, so many people have access to it."
Apriva does not provide mobile card readers, preferring to remain a software developer as opposed to a payments hardware provider, Hurley said.
"We integrate and certify our encryption keys with third-party companies that provide readers for our large customers [banks and processors]," he said.
Clients using AprivaPay Plus will have access to detailed information on their brands user base, including demographics, geo-location, user engagement statistics, device information and marketing data, according to the company.
The software connects to a merchant Web portal with online tools for merchants to manage inventory, and analyze sales and generate reports.
"Managers and employees can now use the portal to bring data into their accounting systems and back-office activities to review mobile payment activity and better understand consumer behavior," Hurley said.