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Defining the kiosk industry's future -- part two

In the final part of a two-part series, kiosk consultant John Purcell offers his thoughts on the issues companies must contend with in order to make automated transaction devices successful.

September 29, 2002

A few weeks ago, I wrote about how people are currently defining kiosks and trends in the self-service arena. While this is a difficult time for the kiosk industry, there are applications out there with great potential for success.

The product I identified as having possibilities for success is a high-volume, low-margin short duration transaction device. This product can be applied in a variety of sectors, but has one common feature: It makes everyday transactions quicker, providing a compelling reason to use the device.

But other factors are crucial to the success or failure of automated transaction devices. As far as I am concerned, there are ten leading issues to consider in the deployment of any self-service device.

These issues are in no particular order:

Marketing -- Unless the service the device provides is targeted and promoted properly (internally and externally) then it is simply not going to be used.

Usability -- It has to be so simple to use that no thought is required to use it. Very few kiosks are that intuitive as most have too much functionality to be used without first reading all on-screen content/help screens.

Staff acceptance -- If employees are not clear as to how the kiosk can help them, or they feel no incentive to help users with it then it will fail, period.

Environment -- Practicality is the most obvious factor here, with the focus on anti-vandalism, ruggedness to suit environment, cleanliness of location, etc. No one will use a horrible armor-plated kiosk that is accumulating grime and dirt.

Security -- Especially if cash is accepted, but also for integrity of components. A secure cash area (separate to maintenance areas) is a must, along with anti-vandal locks. Data security is important to ensure a device cannot be disabled by users; more importantly, user credit-card data must not be compromised.

Software -- Ensure functionality that gives `instant' gratification to users (they will not wait too long at a kiosk for something to happen), along with easy to customize interfaces and easy to update software/interfaces.

Technology infrastructure -- The telecom source is vital for remote management but especially important for thin clients that rely on remote data (such as transaction processing, which is rarely done locally on the machine). Dial up is not enough. DSL would have to be the minimum for acceptable speeds.

System management and support -- You need to know what your machines are doing, when they are doing it, and if they are not doing it you need to know why. All of this data is in real time. You also need to have the back office structure to remotely repair or immediately initiate field service engineer callout.

Ongoing development -- Your kiosk will continually be developed. Always perceive it as a work in progress as you do your business. You are constantly looking for ways to improve, enhance and increase profitability. A kiosk deployment is not a one-off development.

Partnerships -- In tandem with the above, you need to be confident and secure with your technology suppliers and consultants. No one company in the world has the core competency to deliver a kiosk project on its own Â… none. Make sure your partners are subscribed to your goals, business benefits, and, if necessary, revenue targets.

At the end of September, I will be publishing a free publication detailing trends for the transaction kiosk space after speaking with players already in the sector. Contact details and product synopses will also be included in the publication.

If anyone wishes to find out more about this space or wishes to reserve a free copy of our transaction kiosk publication don't hesitate to contact me at jpurcell@purcellassociates.net.

John Purcell is managing partner of Purcell & Associates, a consulting firm based in County Cork, Ireland. Purcell is a veteran consultant/executive in the kiosk industry and most recently served as vice president of marketing for kiosk software developer NetShift Software Ltd., where he remains on the board of directors.