@Rocket6 and @Chagsy a very interesting discussion and one I have been pondering myself, ever since the Afterpay acquisition.
As someone who has used Tyro machines in several businesses, as well as Square and a couple of other types of terminals over the years, I have a few takes on this:
Square/Afterpay terminals could become the leading type of payment terminal in Australia.?
I think it's entirely possible that Square could become the leader in this space. Their terminals are already really easy to set up and their business and brand feels very modern and their machines attractive and portable. They have a range of different solutions that can expand across hospitality and retail, and their online integration with Linktree, Wix and many other online platforms is market leading. Even before the acquisition of Afterpay I believed that Square had quite a significant opportunity in Australia, but now that they have Afterpay, it gives them more power and makes them more attractive to businesses.?
Let me explain why. The first thing to note is the statistics that Afterpay touts in terms of helping a businesses grow. A few of these are:*
3.5M customers shop with Afterpay in Australia and New Zealand.
The top 10% of Australian and New Zealand customers use Afterpay more than 60 times per year.
Partners of Afterpay see a 20% increase in cart conversion on average.
Afterpay increases the average order value by up to 40%.
Merchants find that 30% or more of Afterpay customers are new to their brand.
So for any business this is already a really compelling proposition. Currently, a business will apply to Afterpay to get integration with their business. Once accepted the shop is charged a flat fee of 30 cents and a commission that varies with the value and volume of transactions processed using Afterpay. The more you sell, at a higher value, the lower the percentage fee will be. The fee ranges from just over 6 percent per transaction down to 4 percent per transaction.
This gives Square power in the sense that they could do two things to make businesses more inclined to swap over to using their terminals:
They could require a business, if they want to have Afterpay integration, to need some type of Square infrastructure, whether that be an online shop directly or indirectly through Square, or a terminal in-store that is owned by Square. While this is probably the least likely option, it is a possibility.
The second and more likely option would be that Square reduces their Afterpay merchant fees significantly when an Afterpay transaction is put through one of their integrated online systems or one of their in-store terminals. This would be an excellent option and would really entice businesses to think about switching to a Square based system if they have a lot of Afterpay transactions going through their stores. This also gives Square an enormous amount of pricing power with the Afterpay customer base being so strong already.
*Statistics according to Afterpay's website.
Tyro exists in an extra market to what Square/Afterpay does.
Obviously when we all think about POS systems and payment terminals, the main two sectors that come to mind are hospitality and retail. What a lot of people probably don't consider is the healthcare industry and the terminals they use. According to one survey, the Australian health care industry has around 156,406 businesses, each of these having potentially multiple stores or shopfronts. At these health care services, customers and patients want to be able to use their private health insurance to claim back money. Square terminals do not have the ability for someone to run through an insurance card and therefore these health care businesses would not even be considering using them. As someone who works in the health care service and retail sector, when we set up a business, we always look for a simple, all in one system where we can swipe or tap a private health card as well as run through a range of payment types from the single terminal. To be able to make these claims easily and on the spot for patients, we must be able to swipe the physical card or tap the digital card. Square simply doesn't have this ability and it's exactly the reason why we would never even consider them for one of our stores.
Of course this could change in the future, with health funds looking to make things easier and more available to their customers, we may see a way where physical cards or running it through the store system is no longer necessary and everything can be done on the spot using the patient's phone. Things are getting easier in this sense slowly but it will definitely be a long time before businesses no longer need a terminal that can accept health fund cards. This gives Tyro a definite advantage over Square with the integration of Healthpoint into their system for on the spot health fund claims.
Tyro competes with HICAPs in the health care sector.
Tyro's main competitor in the health care sector is HICAPs. HICAPs has been the go to for the majority of health businesses for a very long time now. They are a well-known brand, owned by NAB Health Group and their machines are reliable. We hardly ever have a problem with their terminals. So what does Tyro have that may entice people to either switch from their current provider, or choose them when setting up a new business/practice? They have a modern day feel. They look a lot nicer (which I know is subjective), and are more portable and easy to use (from my experience).
The main advantages that would have me select Tyro over HICAPs are:
The main disadvantages to using Tyro over HICAPs are:
Tyro can require you to use specific practice management software so some businesses may not have the ecosystem set up to use them. (However there are a range of different ecosystems that do work and Tyro is expanding this slowly.)
They cannot process private health claims for HCF members for Remedial Massage. (Something I think will be fixed pretty soon because it is an unusual little quirk.)
Where do I think the payment sector will head?
I believe Tyro has a strong market position and I can only see them expanding over time. They have loyal merchants and their ability to integrate health fund payments opens them up to the added sector of health care. This is a big sector that continues to grow year on year. I honestly think there is room for Square, Tyro and HICAPs as the major players in the field in the coming 10 years. I know for our businesses, the acquisition of Afterpay won't change any propositions for us. If Square somehow comes up with a way to integrate private health fund claiming into their ecosystem then that could very well change things, but in my opinion that would be at least 5 years off if at all. Tyro has a strong leadership team and their machines are great. I think they will only grow over the coming years to be one of the preferred terminal providers in Retail, Hospitality and Health Care in Australia.
DISC: Currently own TYR