Magazine article American Banker

British Maker of Smart-Card Terminals Picks Up Where Defunct Marketer Left Off

Magazine article American Banker

British Maker of Smart-Card Terminals Picks Up Where Defunct Marketer Left Off

Article excerpt

De La Rue Fortronic suddenly found itself without a distributor when U.S. Wireless pulled the plug on its Direct Data subsidiary. But the smart card terminal manufacturer made the best of the situation by taking advantage of the point of sale terminal marketer's employee pool.

The subsidiary of the British security printing company De La Rue PLC has opened a North American sales office in Hartland, Wis., where Direct Data had its headquarters.

After signing a distribution agreement with De La Rue Fortronic in January, Direct Data was dismantled by its new parent, U.S. Wireless, at the end of September, leaving De La Rue without North American representation.

De La Rue quickly set up its own operations in Hartland. Michael Malahy, a former Direct Data executive who is De La Rue's vice president of sales and marketing, said the office is responsible for technical applications, software, support services, and repairs of the De La Rue product line previously marketed by Direct Data. …

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