Problem

ATM Universal Processors was already a leader in the ATM industry. They did so much in the way of operations, support, consulting, route purchasing and placement, that it wasn’t entirely clear what they did. Or how well they did it all. Also they served both large corporate clients and small mom-and-pops. These audiences have radically different perspectives, and it was challenging to appeal to both.

 

Strategic Solution

Our collaborative strategic engagement revealed the following opportunities:

• To shift from a jack-of-all-trades position that confused their message and diluted its impact, to a clear focus on ATM operational support.
• To focus the message on growth, rather than simply support, which appeals to all audiences.
• To be a strategic partner for large corporate ATM holders by filling their capability gaps through a comprehensive suite of operational support services.
• For smaller ATM holders weary of spending on services, they could position themselves as the essential advisor on growth towards exit—which they were far more likely to pay for.

 

Outcomes

This allowed ATM UP to go to market as the premier national provider of ATM support for companies large and small. We defined their unique value by naming their distinct approach as

the ATMRev model. The ATMRev concept centered their value offering on revenue, making them relevant and attractive to both big and small operation. As a result, ATM UP is realizing the market presence its excellence deserves, experiencing significant growth, and launching additional market offerings.

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