We're primarily a middleware solution and we integrate loyalty customer management systems with points of purchase, and those points of purchase can include point of sale, gas pumps, kiosks, mobility, et cetera. We provide several suites of services, however, there are two or three primary services. One is we expose existing marketing loyalty-type benefits and allow customers to dynamically inquire, redeem, and see these from multiple sources at a single point of purchase. For example, as a casino customer, I can see all my benefits, see what's going on, I can make a choice at the time of purchase based on my basket of goods. Another service is allowing gas stations operated by Tribal and casino operators to expose coupons, points, marketing offers, et cetera, at the actual gas pump and use us for the purchase of fuel.
We also have a category of private card op management, including private gift cards, fleet cards, the ability to do employee cards, again using the same type of very sophisticated programming where you can manage any of our offers or anything you're doing in the marketing offer, and you have the ability to set time of day, day, basket, types of products, category of consumer, blackout dates, and more. All of it is in real-time and can be all divined in real-time and so I can dynamically kick you out stuff, based on a customer's behavior at the moment. The system is all designed to do a dynamic real-time interpretation of what they're buying, how much, how frequently, et cetera, and make decisions on what the customer is entitled to.
There aren't any areas of improvement. We have a very long relationship with their R&D group. They're fairly dynamic there, however, it's not the relationships I manage. The only big hurdle for us is that most customers aren't familiar with it, so it's scary. If you're in commercial environments, everybody knows SQL, everybody knows Oracle, or whatever. It doesn't really matter due to the fact that it's embedded, however, they're paying those licenses. The only drawback is you can't just say, "Hey, provide us three Enterprise SQL licenses," and they just go reach into their Microsoft licensing deal and plug them in and go. Instead, it's plugging a new product into the mix that they otherwise would take care of on their own. The apparent cost is higher, however, in the end, it's really not.
