Fall 2007

Exploring the utilization of identification technologies on college and university, K-12, and corporate campuses

Is the mobile phone the new campus ID?

Text messaging alerts students in emergencies

Cell phone-enabled payments hit PA campus

Campus card vendors plan phone-based services

Educating students about financial offerings

Securing card printing environments

Goodbye to a campus card icon

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•

•

•

•

•

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AS SEEN IN

CR80News

CampusAdCR80news 8/2/07 12:13 PM Page 1

INDEX OF ADVERTISERSBlackboard (www.blackboard.com) 23

CBORD Group, Inc. (www.cbord.com) 31

Fargo (www.fargo.com) 32

General Meters Corporation (www.1card.com) 29

HDO (www.hdocardsystems.com) 15

Heartland Payment Systems (www.GSB-Network.com) 9

HID Identity (www.hididentity.com) 27

Higher One(www.HigherOne.com/cr80) 25

Mac-Gray (www.campus-solutions.net) 2

NuVision Networks (www.nuvisionnet.net) 19

US Bank (www.usbank.com/campusbanking) 21

VisionBase (www.visionbase.com) 7

Wells Fargo (www.wellsfargo.com) 5

12 | ISSUANCE |SanDiegoStateUniversitypioneerswebinar-styleIDcardeducation

6 Studentnotificationsystemsenhancecampussecuritywithmobilephonesandcardsystems

13 SlipperyRockUniversitybreaksgroundwithitscontactlesscellphonepayment

Fall 2007 Contents

4 | OPINION | Cellphonesenableemergencynotification,payment…butwilltheyreplacetheIDcard?

18 | HARDWARE | Companiesrolloutlower-costIDcardprinterswithhigher-endfunctionality

22 | PRINTING | Choosingbetweenreverseimageanddirect-to-cardIDprinters

24 | TRIBUTE |IndustryiconBruceLanetodepartCBORDafter22years

30 | TIPS |Shouldyourcampuscardprogrambeusingthe16-digitISOnumberingscheme?

| CELL PHONES |

PerspectiveEXECUTIVE EDITOR & PUBLISHERChrisCorum,chris@AVISIAN.com

CONTRIBUTING EDITORSNateAhearn,DanielButler,RyanKline,MarisaTorrieri,AndyWilliams,DavidWyld

ART DIRECTION TEAMDariusBarnes,RyanKline

ADVERTISING SALESChrisCorum,chris@avisian.comAngelaTweedie,angela@avisian.com

SUBSCRIPTIONSCR80NewsisfreetoqualifiedprofessionalsintheUSForthosewhodonotqualifyforafreesubscription,orthoselivingoutsidetheUS,theannualrateisUS$45.Visitwww.CR80News.comforsubscriptioninformation.Nosubscriptionagencyisauthorizedtosolic-itortakeordersforsubscriptions.Postmaster:SendaddresschangestoAVISIANInc.,315E.GeorgiaStreet,Tallahassee,Florida32301.

ABOUT CR80NewsCR80NewsispublishedtwiceayearbyAVISIANInc.,315E.GeorgiaStreet,Tallahas-see,Florida32301.ChrisCorum,PresidentandCEO.CirculationrecordsaremaintainedatAVISIANInc.,315E.GeorgiaStreet,Tallahas-see,Florida32301.

Copyright2007byAVISIANInc.AllmaterialcontainedhereinisprotectedbycopyrightlawsandownedbyAVISIANInc.Nopartofthispublicationmaybereproducedortrans-mittedinanyformorbyanymeans,elec-tronicormechanical,includingphotocopy,recordingoranyinformationstorageandretrievalsystem,withoutwrittenpermissionfromthepublisher.Theinclusionorexclusionofanydoesnotmeanthatthepublisherad-vocatesorrejectsitsuse.Whileconsiderablecareistakenintheproductionofthisandallissues,noresponsibilitycanbeacceptedforanyerrorsoromissions,unsolicitedmanu-scripts,photographs,artwork,etc.AVISIANInc.isnotliableforthecontentorrepresentationsinsubmittedadvertisementsorfortranscrip-tionorreproductionerrors.

EDITORIAL ADVISORY BOARDSubmissionsforpositionsonoureditorialadvisoryboardwillbeacceptedbyemailonly.Pleasesendyourqualificationstoinfo@AVISIAN.comwiththemessagesubjectline“EditorialAdvisoryBoardSubmission.”

Thereisnoneedtotellyouthatcellphonesareeverywhereoncollegecampuses–youlive

and breathe it everyday. A friend shared his experience working a recent orientation card

issuancedescribinganincomingstudentstandinginfrontofhimtobetrainedonhowto

activatehernew IDcard.As thedetailed instructionswerepresented, theyoung ladywas

clickingawayatatextmessageonhercell…eyesmovingrapidlybetweenthephoneand

him.When my friend inquired who she was really paying attention to, she simply replied,

“both,”andwhenprodded,sherepeatedthecardactivationinstructionsverbatimandadded

thatshehadmadeplanswithfriendstomeetthatnight.

Inthisissue,welookatseveralinitiativesthatarealigningthestudentIDcardandthecell

phoneascomplementarytechnologies. InthewakeoftheshootingsatVirginiaTech,new

attentionisbeingpaidtothelongstandingchallengeofnotifyingstudentsintheeventof

emergencies.Storms, infrastructureoutages,classcancellationsandunfortunately,criminal

activityarenotnewevents,butthemannerinwhichsomeadministratorsarecommunicat-

ingwiththeirpopulationsareverynewindeed.Phone-basedmessagingisoneofthehottest

new additions to campus and both campus card system providers and other vendors are

offeringsolutions.

UsingthecellphoneasapaymentvehiclehasalsobecomerealityasstudentsatPennsylva-

nia’sSlipperyRockUniversityareproving.

Butisthisjustthetipoftheproverbialiceberg?Ithinkso.Iseeadayinthenot-too-distantfu-

turewhenthehandsetwill“be”thecard.PushabuttonandcallupyourstudentIDscreen…

completewithallrelevantcard-styleinformation(e.g.photo,IDnumbers,signature).Thisvi-

sualrepresentationisaneasyfunctionaladditiontoadevicethatisalreadycapableofglobal

wirelesscommunication,massdatastorage,processingandmore.

Otherindustriesarealreadycapitalizingonthehandsetasanidentitytool.Itservesasapay-

ment token as well as a full-blown point of sale reader in numerous high-profile projects

aroundtheworld.Itauthenticatesdoctorsandpatientstohealthcarenetworks,trackingtime

spent and services rendered. It controls physical and logical access at corporate buildings

andupscalehotelrooms.Andthesearejustafewofthemanypowerfulapplicationsalready

underway.

Ihavealwaystriedtostressthatacardissimplyacarrierandthatweareallintheidentity

business.Ibelieveourvalueisinthesecureprovision,managementandrevocationofunique

IDs–bethosenumbers,biometrictemplates,orencryptedkeys.Howtheyarestored–mag

stripe,barcode,chiporcellphone–istransientandonlymarginallysignificant.

SowillthecellphonereplacetheIDcard?Maybe,maybenot.Wemayalwaysprovideapiece

ofplasticasapartofissuance,butIdobelievethehandsetwillbecomeamoreimportanttool

intheidentificationofandservicedeliverytostudentpopulations.

Theyoungladymyfrienddescribed,andmillionsofotherincomingstudents,havetheir‘tex-

tingfingers’readytogo.Theyarejustwaitingonustocatchup.

Chris CorumExecutive Editor, AVISIAN Publications

Cell phones enable emergency notification, payment … but will they replace the ID card?

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Student notification systems enhance campus security with mobile phones and card systems

Providingcampuseswiththeabilitytoinstantly

notifytheirstudentsintheeventofadisasteror

emergencywasonmostcampuscardvendors’

to-dolists.ButtheVirginiaTechincidentquickly

movedwhathadbeenamid-tiersuggestionall

thewaytothetop.

The deadliest shooting in US history occurred

on April 16, 2007 when Seung-Hui Cho killed

32 people and wounded 25 others before kill-

ing himself on the campus of Virginia Tech in

Blacksburg,Virginia.Sincethen,collegesaround

the country have been investigating ways that

students,facultyandstaffcouldhavebeennoti-

fiedquicker.

Andy WilliamsContributing Editor, AVISIAN Publications

Taskedwiththeneedtodevelopasystem

that can get emergency messages out

quickly,campuscardandothertechnology

providers have been investigating what’s

availableandwhatneedstobedone.

Since a cell phone today is like a third ap-

pendage to most students, the most obvi-

oussolutionisaninstantmessagingservice

thatwouldnotifystudentswithinsecondsof

apossibledisasteror“gunmanoncampus”

typeofscenario.Easiersaidthandone,how-

ever.Notonlydoyouneedeverystudent’s

cell phone number, whatever system you

use has to be compatible with numerous

mobilephonecarriers–notjusttheAT&Tsor

Verizons,butthesmalleronesaswell.

“Thisisoneofthoseprojectswehadonthe

list to do,” said Niles Dally, vice president,

salesandmarketingforNuVisionNetworks’

OneCardSystem.“We’vebeenlookingatit

(emergency notification) at various times

but with the advent of Virginia Tech, we

prettymuchdecidedthis issomethingwe

really needed to implement immediately.

It’snowinourtestingfacilitiesinLebanon,

PA.”

“Pages, cell phones, emails and other sys-

tems are all being investigated,” said Jeff

Zander,vicepresidentofcampuscardpro-

viderGeneralMeters.“We’re lookingatthe

capability of sending pages to alphanumeric

pagers—any device they (colleges and stu-

dents)wanttoregister.”

“You would have been hard-pressed to find

a college with any organized, documented

notification system in place before April 16,”

commented Read Winkelman, national sales

manager, colleges and universities for Ithaca,

NY-basedTheCBORDGroup,whichservesVir-

giniaTech.

CBORD had a number of planned enhance-

mentspushedtothefrontburneraftertheVir-

giniaTechshooting.“Wehadtheconceptforit

brewingacoupleofyearsagobutotherthings

cametotheforefront.Wereactaccordinglyto

therequestsweget fromourcustomersand

we only had one actual comment about this

in the past. AfterVirginiaTech, we got a few

more,”saidMr.Winkelman.

“It’satallorderwhichrequiresatremendous

amountofbuy-infromadministrators,parents

andespeciallystudents,”addsMr.Winkelman.

“Whatwehavebeenfocusingonisadialogue

with customers and looking at existing and

potential access control and electronic secu-

rityproducts,cameras,etc.”

Text messaging powers instant alert net-

works

Perhaps the most obvious

choice for rapid student noti-

fication is cell phone-based in-

stantmessaging.

“The single biggest challenge

forsomethinglikeatext-based

message for cell phones,” said

Mr. Winkelman, “is getting the

cellphonenumbers.Institutions

needtoencouragestudentsto

provide this information and

for parents to get on board. It

will probably never be 100%,

but you’ll see that more and

Fall 2007 7

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smorestudentswillsupplytheiremailsandcell

phonenumbers.”

That’s the problem with any text messaging

service. Should students have the option of

providingtheircellphonenumbers,orshould

they be required?“I would urge the univer-

sitytomakeitmandatory,”saidMr.Zander.“It

showsthat this institutionwilldoeverything

in its power to make sure students are safe.

We’re not using it for marketing or promo-

tions. It’s a threat alert system and won’t be

used for any other purpose. It should be the

university policy. The student should not be

abletooptout.”

He said a General Meters’ campus“can have

anunlimitednumberofcontactsfortheindi-

vidual.Ifthestudentishearingimpaired,you

could send the message to the parent who

couldthencontactthestudent.”

At a few CBORD campuses, presidents have

alreadycontactedparentstoencouragethem

to have their sons and daughters share their

cell phone numbers with the university.This,

saidMr.Winkelman,wouldfallunderthehead-

ingof:“We’dliketohaveawaytocontactyour

studentsinanemergencysituation.”

Mr. Winkelman said CBORD isn’t “promoting

aschool-widemessagingserviceatthistime.

You’dseethemessageonaPOSterminal,etc.,

but itwouldn’tgotoyourcellphone.Weare

currently exploring options for text messag-

ingoncellphones.”

Mr. Zander said General Meters“currently of-

fersanumberofautomatedfeaturestobroad-

cast select responses or other time sensitive

security information. This includes alphanu-

mericpagers,cellphones,emailandamyriad

oftextmessagingoptions.”

MessagingisavailabletoallstudentsataGen-

eralMeters-supportedschool,viatheGeneral

MetersOneCard,butanexpansionisplanned

“to allow multiple cell phones, emails or text

messaging. From a central system, a security

officercouldkeyinthecodeandsenditone

time and it would run through the database

andhitallthesepeople.Wehopetohavethis

completedin2007.Theabilitytoalertsecurity

personnel is available today. We’re going to

takeittothenextlevel,andstaffwouldphysi-

callytypetheinformationthatwillbesentout

tothestudents,”headded.

He explained that when a student sets up a

GeneralMetersaccount,hisinformationisfed

intoadatabasethatcanthenautomatedeliv-

erytohiscellphone,email,etc.Fromthatthe

collegecanalsobroadcasttoanumberofde-

vicesincludingafaxmachine.Anydevicethat

canreceiveacommunication,evenalandline

telephone,iseligible,hesaid.

He calls this an automated threat alert re-

sponse,automatingthealertorindicationofa

possiblebreachofsecurity.“Let’sgeteveryone

thenotice.Oratleasteveryonewhosignsup.”

Thesystemwillincludepull-downmenuscov-

ering all the wireless providers, Verizon, Cin-

gular (now AT&T), etc.“Let them select their

carrierbecausenotalltextmessagingsystems

arethesame,”headded.

“The client (the college) should be able to

determinehowtoalert its students,whether

bygroup,textmessage,cellphone,”hesaid.A

sample message could read:“Lock-down, se-

curity breach, assailant unknown, please stay

inyourroom.”

“Itshouldbesentbyasecurityofficerbutany-

onewithaccesstoakeyboardcoulddoit…

butwe’rereservingittosecurityofficersonly.

It could be sent to every device registered

to thatstudent.Forexample,allcardholders

could receive a message instructing them to

remain in their dorm rooms,” he added.“We

would have to have the cell phone or pager

numberortheemailaddress.”

NuVision’semergencynotificationsystemwill

be piggy-backed onto the company’s exist-

ing One Card System known as iAMECS Ad-

vanced.

NuVision’smessagingsystemusestheiAMECS

Advanced SQL Server databases to provide

the right messages to the appropriate indi-

viduals.“iAMECSisinstalledatthecollege,not

ataremotelocation,”saidMr.Dally.“Thisisim-

portant because it’s under the control of the

college.Someonetheredoesn’thavetocallan

off-campus locationtogetthemessagesout

tostudents.“

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sHesaidthenewservicewillprovidemessages

inthreetiers.

“Tier1isanemergencymessage,whichwould

beamajorincidentoncampus,”saidMr.Dally.

“Based on that, you can send text and email

messages to select groups of people, for ex-

ample,aspecificdormitory.Oryoucouldtext

message the RA (resident assistant) to get

people out. Or you could text message all

people in the dorm, telling them to get out.

You can break down messages anyway you

want.Notificationisvirtuallyinstant.Itallcan

behandledoncampus.Nooneneedstoemail

a third party. It’s based on demographics in

the database, which has almost always been

populatedbytheStudentInformationSystem

(Banner,Peoplesoft,Datatel,etc).“

Tier 2 would be priority, not necessarily an

emergencymessage,liketheareaissubjectto

severethunderstormsortheschool isclosed

today, he added.“Tier 3 would be a general

broadcast, like there’s a rally for the football

team.”

He said there’s no message limit. Minimal

feeswillbeassessedpercardholderperyear.

“We’rehopingtohaveabetathisfallinoneor

twocolleges.Itthenwillbeavailabletoallcli-

entsafterthat.Wewillneedtohavecellphone

numbersofcardholders.Thosenumbersneed

tobeinthedatabase.”

Itwillhaveawebinterfacethatallowsstudents

tomanagetheiraccounts.“WecallittheCam-

pus Center. There will be a page that allows

cardholderstoentertheircellphonenumbers.

Wehavethecommunicationprotocolsforall

the different systems.That’s what the beta is

for…tofindoutifthereareanysystemsout

therewedon’tknowabout,”saidMr.Dally.

“Wealsohavetoknowthecellphonecarrier.

TheCampusCenterwillhaveapagetoallow

thecardholdertoinformusofthatinfoorin-

form us of their changes when they change

carriers. Any marketing campaign (offering

special discounts and the like) can be used

andifyoutiethisin,you’llhavemorepeople

signup,”headded.

Hesaidthesystemcanbeinstalled“inacouple

ofdays.Wecandovideotrainingifnecessary.

Thisisallpartofthebetatesting.”

He said some colleges have similar systems,

butthey’rehostedoffcampus.“Thebeautyof

oursystemisthatanyone

canhandleit.Weknowit’s

going to work, electroni-

cally, mechanically, but lo-

gistically, that’s the crux of

the thing. How do we get it

setup?Howdowesetupthe

notices?”

Another problem is“what mes-

sage do we send out? If we say

there’s an armed individual and

you should exit the building,

where do you exit to? Or maybe

there’sanarmedindividuallastseen

at … Itneeds to be something fast.

Andtheonlywayistohaveithosted

oncampus.”

Campus lockdowns

There’s another way to secure the cam-

pus: don’t let anyone in or out except

emergencypersonnel.

CBORDofferstwomajorcampuscardtech-

nology platforms: CS Gold® and Odyssey

PCS™.While Odyssey PCS did not originally

haveanydooraccessfunctionalitybuiltintoit,

thesysteminterfacedwithothertechnologies.

According to Mr. Winkelman, “when we ac-

quiredCSGold(fromDiebold)weintegrated

itsCSAccess™componentwithOdysseyPCS.

Thisandothersecurityfeatureshavehadma-

jorareasoffocusforthelastcoupleofyears.”

Since then, CBORD has been working on“an

enhanced lock-down capability for online

locks that can be handled from one source,

suchasacomputerterminalinthesecurityof-

fice,”saidMr.Winkelman.Therewouldalsobe

HPS_Nacas_fall07_ad.indd 1 8/27/07 5:16:38 PM

Fall 200710

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sanemergencycapabilityforofflinelocksthat

could be activated with the swipe of a card.

Butinthisinstancecollegepersonnel,suchas

asecurityguard,wouldhavetophysicallyvisit

eachdoortolockit.

POS notification

Another method campus card providers are

exploring is utilizing online terminals to get

the word out.“Universities have terminals all

overcampus–vendingmachinereaders,POS

readers,etc.–thatmakeiteasytodisplaycer-

tainpatronmessagesatthetimeofpurchase,”

saidMr.Winkelman.“Wecancreateanemer-

gencymessagetodisplayatthebeginningof

the message (on the transaction slip) that is

deliveredat the timeof sale.Wecanalsoset

theemergencymessagetodisplaywhenter-

minalsareidle.Sowhenthereadersaren’t in

use,themessagecancontinuallyflashacross

terminalscreens,”headded.

Thiscouldbeusedintheeventof inclement

weather, natural disasters, or criminal activity

–itcouldbeatornadowarningoramessage

to check the campus web site. “You would

get thatmessagewhenyoupay fora trayof

food, for example.The message would come

attheendofthetransactionorwhenyoubuy

aPepsifromthevendingmachine,”addedMr.

Winkelman.

Butthisshouldnotbethesolemeansofget-

tingthewordouttostudents.Itisonemecha-

nismusedtoaugmentschools’othernotifica-

tionengines,”hestressed.

LikeCBORD,GeneralMetershasproposals in

theworksthatwouldrevolvearoundPOSde-

vices.Mr.Zandersaidthecompanyis“currently

investigatinganumberofothertechnologies

that will provide automated threat response

messagingenhancements.Asanexample,this

would include sending a message to certain

cardreadersand/orPOSdevices.Whenacard

isswipeditwouldsaythereisasecuritycon-

cernandthatthecashier(andstudent)should

gotoacertainlocation,”headded.

Oritcouldbeassimpleasalertingastudent

this his chemistry book is waiting for him at

the bookstore. “You can send messaging of

any nature to anyone who has a card. A text

message could be dropped onto a directory

that could be sent to every student. If you

don’t carry a cell phone, you might have a

pageroremail.Ideally,youwouldwanttouse

atleasttwoorthreemethodologies.Thatway,

we could double up to assure that the mes-

sagegetsdelivered.”

What to do in the event of…

CBORD is continuing to talk to its customers

aboutwhatthey’dliketosee,saidMr.Winkel-

man.“We’vedonewebinarstogetsomefeed-

Colleges have other options for cell phone

alerts,ofcourse.Theycouldgooffcampusand

hireacompanyspecializingintextmessaging.

That’swhatRaveWirelessandMobileCampus

areofferingtouniversities.

Rave offers what its COO, Raju Rishi, calls“an

alertsolution,whichbasicallygivestheuniver-

sitytheabilitytogetemergencybroadcasting

totheentireschoolorasubsetoftheschool

(like students who live on campus), whether

it’s about a gas leak or orientation. The uni-

versitypaysusforthatcapabilityyearly.Wetie

into Blackboard (campus card solution),” he

added,“sowedon’thavetorecreatethelists.”

This alert solution costs a college about

$10,000 a year. “It gives students unlimited

textmessagingplans,”addedMr.Rishi.

Hesaidtheplanworkswithallcellphonecar-

riers, email, and web mail. So if the student

doesn’thaveacellphone,hecanstillreceive

anemailalert.

Ravealsooffersa full-blowncellphonesolu-

tioncalledRaveCampusthatistiedtoaspe-

cificcarrier.AtMercerUniversity’sAtlantaand

Startups rush to deliver phone-based alert systems to campuses

Macon campuses, Rave Campus recently an-

nouncedatie-inwithSprint.“Withthisyouget

additional features like really reduced phone

ratesandotheroptions,”saidMr.Rishi.Andof

course, theprogram includes theemergency

textnotificationfeature.

“RaveAlert isdesignedtoworkwithanycell

phone. Rave Campus is designed around a

(specific)phonemodel(andcarrier),”headd-

ed.

Thecompanycurrentlyservesabout25cam-

puses,abouthalfwhichusejustRaveAlertand

theotherhalfRaveCampus.Bytheendofthe

year,Mr.Rishisaidheexpectstohave60or70

campusesinoneortheotherprogram.

WhileRave’salertfeatureisnice,saidMichael

Belote,Mercer’svicepresidentofinformation

technology, that’s not the reason the Macon,

Georgia-based school went with Rave.“Most

students are into instant communication in-

stead of email. They’re using MySpace, Face-

bookandtextmessaging.We’rejustadapting

our communications technologies to meet

theneedsoftoday’sstudents.”

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In fact, the decision to go with Rave, and its enhanced text messag-

ing features, came in March, about a month before theVirginiaTech

shooting.

“ThereiscertainlyasafetycomponentofRaveWirelessbutweseealot

ofvalueinsomeoftheapplicationsthatRaveprovidesinbuildingthe

community,enhancingstudentlearningaswellasthesafetyfeatures,”

addedMr.Belote.

Thephonesarefreetostudentsandthe$32.50baseplanincludesun-

limited textmessaging, freenightsandweekendcallsandunlimited

callingusingMercer’sMobileNetwork,explainsMr.Belote.Fulldeploy-

mentisexpectedtotakeplacethisAugust,intimeforfallenrollment.

Hesaidifastudentdecidestokeephisexistingphone,hecanstillsign

upwiththecollegetoreceiveemergencyorothertypesoftextmes-

sagingalerts.

Mobile Campus uses advertising to support free alert messaging

AnotheroptionisMobileCampus,Atlanta,GA.Itoffersfreetextmes-

sagingtouniversitystudentsinexchangeforthestudentsagreeingto

receiveadvertisementsacoupletimesaday.

Jim Ryan, president and CEO for Mobile Campus, said the company

givesuniversityadministratorsaweb-basedinterfacetocommunicate

withstudents.

“Thefirstthingyouneedisforstudentstooptintoreceivethemes-

sages.Probablythemosteffectivemeanstoreachyourstudentsisvia

SMS,”saidMr.Ryan,formerheadofAT&T’swirelessdataservicesdivi-

sion.“WhenVirginiaTechhappened,peoplebecamemoreinterested

inSMSasawaytocommunicatewiththeirstudentbodies,andwegot

alotofcalls.”

In a perfect world, that would be all that’s needed. But cell phones

aren’tperfect.“Thechallengeiswedon’towntheSMSinfrastructure,”

saidMr.Ryan.“Allwecandoisplacethemessageouttherefordelivery.

But(carrier)capacityandvariousotherchallengeswilldeterminehow

longitwilltaketogetthemessagetotheindividual,”hesaid.

Textmessagesdeliveredaroundthecountryshouldn’tbeaproblem,

“butwhenyou’redeliveringSMSinagivengeography,whenyoutryto

send30,000messagesthroughonecellsite,that’swhenyouruninto

capacity(problems),”headded.

That’s why he believes universities should concentrate on delivering

“somethingthat’smulti-modal–textmessagingandemail–soifone

fails,theotherworks,”hesaid.

WhileMobileCampus’textmessagingservicecanreach“asignificant

portion of the student body,” says Mr. Ryan,“we don’t have to reach

100%ofthestudentstogetthemessageout.Evenifyouhit40%,the

restwillknowprettyquicklysimplybywordofmouth.”

He said 14 universities have signed so far with Mobile Campus, and

“we’re actively seeking to serve another 11.We expect in the fall to

havequitealargeconstituencysignedup.”

backfromourclients.We’llalsobehavingses-

sionsatourusergroupconferenceondisaster

preparedness or other emergency situations

thatmightariseoncampus,whetherweather-

or people-related. There are many bases to

coverandquestionstoask.Forexample,ifthe

campuslosespower,whathappenstosecuri-

ty?Andifyouneedtohavealock-down,how

doyoucontrolit?”

One of the latest webinars CBORD held with

its customers was to let them know about

new security features of CS Access, includ-

ing the enhanced lock-down application, an

emergency access plan category, messag-

ingonCBORDterminaldeviceswithdisplays

(vendingreaders,POSdevices,sometypesof

door readers),and integrationofhousingas-

signmentsandaccessplanassignments.“The

terminalmessagingisjustoneofthefeatures

we are rolling out as part of an effort to im-

prove our already robust integrated security

solutions,”addedMr.Winkelman.

He said customer feedback to the webinar

“wasverypositive,”butemphasizedthatthese

weresessionsCBORDalreadyhadintheplan-

ningstagesandwerenotareactiontotheVir-

giniaTechsituation.

After theVirginiaTech shootings, Mr.Winkel-

man said CBORD“quietly provided our con-

tactsthereasmuchassistanceastheyneeded.

Anything we could do to help. After it hap-

penedtherereallywasn’talotforustodooth-

er than some database queries they needed

us to make that weren’t standard reports. So

webuiltsomecustomreportsforthem.They

did have a lock-down procedure. The doors

werecontrolledbyCSGold.”

Asisobvious,aperfecttextnotificationsystem

probably isn’t available yet. One system not

mentioned isold-schooltechnology…word

of mouth.“If you have five people standing

thereandthreecellphonesgooffsimultane-

ously,you’llnevergeteveryonebutthosetwo

withoutcellphoneswillstillgetthemessage,”

saidNuVision’sMr.Dally.

“Generally,though,thosewithoutcellphones

will receive emails,” he added. Another sug-

gestion,hesaid,hasbeentoimplementare-

verse911system,“wherestudentsactuallyget

aphonecall(ontheirlandline).Theproblemis

thereisnomethodologythatoneinstrument

candialouttomultiplephonesinstantly.You

wouldneedtohaveabankofphonesdialing

out,”hesaid.

Itseemsthereisnoperfectsolutiontoinstant

studentnotification,andeveniftherewere,it

wouldbeunlikelytostopatragiceventfrom

occurring. The goal can only be to minimize

theextentofthedamagethroughrapidcom-

munication

Fall 2007 11

Fall 200712

CR80

New

s

San Diego State pioneers webinar-style card educationIf you want your incoming freshmen and

othernewstudentstolearnhowtousetheir

new campus card, manuals and brochures

won’t cut it anymore. Today’s students don’t

botherwiththem.Thenextchoiceisperhaps

aworkshopduringorientation.Butthatwillbe

crammedwithstudentswithotherthingson

theirminds:WhatclasseswillIget?Where’sthe

cafeteria?Plus, if theyhaveaquestionabout

thecampuscard,itmightbedifficulttoaskin

aroomfulloftheirpeers.There’sathirdoption:

createahands-onstylewebinarthatstudents

andtheirparentscanaccessattheirleisure.

Suchaprogramhasbeenprettysuccessfulat

SanDiegoStateUniversityanditscreator,Paul

Carlisle, SDSU’s card program administrator,

sayshe’sgottenquiteafewinquiriesaboutit.

“Whenweweremarketingsimplyan IDcard

withoutservicesattachedtoit,wedidit(edu-

cation)conventionallythroughorientationor

open house week,” said Mr. Carlisle.“Orienta-

tiontakesplace justbeforethe fall semester;

andwefoundthatwasreallytoolatebecause

wehadtocompetefortime”witheverything

elsethatgoesonduringorientation.“They’re

hereforjust12hoursandthey’rebombarded

withallsortsofinformation.”

There was another problem: Some parents

couldn’t speak English and had to rely on

translatorsduringorientation.

So Mr. Carlisle and his card office developed

anonlineorientationwebinargearedtointro-

ducing to the student and parent the SDSU-

Cardprogram.

“We wanted students and parents to be

able to access this information anytime they

chose,”saidMr.Carlisle.“WealsoaddedSpan-

ish,primarilyforparents.”

ThewebinarwasupandrunningthisApril,but

the first major test won’t come until the fall

whenSDSU’s33,000studentsreturntoschool.

However,ifearlyresults(fromsummerclasses)

areanyindication,hehasawinner.“Itwasmy

idea, and I came up with it when I was look-

ingatotherwebinartypepieces…Ithought

itmightbeverygoodwithwhatwe’redoing

here,”hesaid.

It shows students how to use the card“and

howtointeractwiththecard,specificallywith

US Bank (the college’s banking partner). It

will takestudentsdirectlytothebanksiteto

demonstratethewebtransferoffundstotheir

on-campuscheckingaccount,howtoactually

getthecard,”andeverythingelsethestudent

needstoknowabouthisnewIDcard,saidMr.

Carlisle.

ThecardcanbeusedasanATMcardoffcam-

pusandasanon-campusdebitcard.Itisalso

used for what Mr. Carlisle calls entitlements.

“You swipe the card at various locations for

whatever rights you have, checking out a

book,takingtests,mealplans.”

He presented the webinar idea at meetings

of the National Association of Campus Card

Users (NACCU) and at user meetings of the

college’s campus card provider, CBORD.“The

lightswentonwithalotoffolksatthesemeet-

ings,”saidMr.Carlisle.

Benefits of a web-based, updateable edu-

cation program

“It’s so easy to manage. We

can put together a DVD but

ifyouhavechangesthenext

day, then the DVD is no lon-

gercurrent,”hesaid.Withthe

webinarrunningonawebsite

controlled by SDSU, “we can

centrallymanageanychanges.

That makes sense to a lot of

people.”

The 110-year-old college didn’t have to go

outsidetogetthewebsitedesignedandde-

veloped.“Wehadonegraphicpublicationsex-

pertandwediditallin-house,”hesaid.

Hesaidtheuniversitysentoutabout8,000let-

ters initially,showingstudentshowtoaccess

thewebsitethatwillwalkthemthroughuse

oftheircampuscards.

If other universities want to utilize his ideas,

“we’rewillingtoletthemuseourdesignhow-

ever they want. If they have questions, they

cancallus,andwe’dbehappytohelpthem,”

headded.

He has one caveat for those thinking of do-

ing something like this. “Make sure it’s ADA

(AmericanswithDisabilitiesAct)compliantso

anyoneisabletouseit.”

TomeetADArules,hehasbothaudioandtext

versionsavailable.“Thisiswhereyouexpenda

lotofeffort,”hesaid.“Youneedtodetermine

theneedsofyourstudents.Youneedtohave

colorsthatareeasytosee.Thescriptandau-

diohastomatchthetextexactly.Allofthisis

wherethemostexpenselies.”

Inthemeantime,newstudentswillbepouring

into SDSU, and Mr. Carlisle will see first hand

whetherthecollege’sself-trainingwebinaron

campuscardusewassuccessful.

Fall 2007 13

CR80New

s

Contactless technology is coming to the 8,600-student strong Slip-

peryRockUniversityinPennsylvania.Butitwon’tbeacard.It’scoming

viacellphone,thankstoasmalltagnotmuchbiggerthanapostage

stamp.

When Slippery Rock’s students arrive for classes this fall, they’ll be

greeted with a new campus card and an accompanying 13.56MHz

contactlesstokendesignedtosticktothebackofanycellphone.

BothtagandcardarebeingdeliveredbyHeartlandPaymentSystems,

thesixthlargestpaymentprocessorintheworld.Ithasbeenprocess-

ingSlipperyRock’screditanddebitcardtransactionsforthepast10

years,soitseemedanaturalfitwhentheuniversitydecideditwanted

tointroduceanewtechnologyforthecollege’scampuscard.Dr.Robert

Smith, theuniversity’spresident,wantedto involvethecellphone in

thenewprogrambecauseofitsubiquityamongstudents.

Barry Welsch, manager of IT priorities for Heartland and the project

managerfortheSlipperyRockimplementation, isalsovicechairman

oftheSRUFoundationBoard.HerecalledthatonedayDr.Smith,“wrote

mealetteraskingifIknewofanyproductsthatcouldmaketheircur-

renton-campusRockDollarsprogram(theuniversity’sdecliningbal-

anceprogram)morerobust”whileenablingoff-campusmerchantsto

acceptthecard.

Slippery Rock University breaks ground with its contactless cell phone paymentLeading payments processor, Heartland Payment Systems, joins the ranks of campus card providers

As Dr. Smith explained later:“We want to leapfrog the current tech-

nologyandgotothecuttingedge,andwewanttoaddvaluetoour

student’sexperienceatSlipperyRock.Webelievethisisthefutureand

wanttobeeducatorsofourstudentsinthemanagementofthistech-

nology…totakearesponsibleroleinhelpingthemlearntomanage

it.”

Oncethescopeoftheinitiativewasdevelopedanddeliverableswere

identified,theuniversitysolicitedcompetitivebidsfromavarietyofpo-

tentialvendors.Withitsadvancedtechnologyandvisionaryapproach

to the future of campus payments, Heartland earned the right to be

SlipperyRock’sexclusiveproviderofthisservice.

Dr.Smithadded:“Weneededapartnerwhowascourageousenough

tobringittotheUSandworkwithusontheintroductionofthisap-

plication.Weknewwecouldn’tdothisbyourselves,andfrankly,there

wasn’t anyone we could have more confidence in than Heartland to

dothisforus.”

Mr.WelschconsultedwithHeartland’schairmanandCEO,BobCarr,and

thetwodecidedDr.Smith’srequestwasveryfeasible.“He(Dr.Smith)

wantedtoleappastthecurrentmagstripetechnology…andgivestu-

dentsexposuretonewtechnologytheywillbeseeingwhentheyleave

theuniversity.Healsowantedtoraisetheimageoftheinstitution,”said

Mr.Welsch.

Andy WilliamsContributing Editor, AVISIAN Publications

CR80New

s

Fall 2007 13

Fall 200714

CR80

New

s“It was Mr. Carr who suggested contactless,”

said Mr. Welsch.“We talked about using the

cell phone as the access device because it’s

themostcommonlycarrieditembyfar.”

Astudentfocusgroupdrovethatpointhome.

“We asked the students several questions:

‘Howmanyofyouhaveat leastonedollar in

changeinyourpocket?’Onlyfourofabout50

inthatgrouphadatleastadollar,”recalledMr.

Welsch.“About75%hadtheirstudentIDcards.

Buteverysinglestudent,exceptone,hadacell

phone.Andthatstudenthadlosthistheday

before.Itwasverycleartousthatacellphone

goeswithastudenteverywhere.Mr.Carrtold

melaterthatstudentsknowthey’velosttheir

cellphonesfourtimesquickerthanifthey’ve

lostawallet.”

Tomakethishappen,themostobviouschoice

would have been near field communication,

a technology developed several years ago

bychipmakersNXPandSony thatgivescell

phones RFID capability, allowing them to be

read by contactless readers. But the technol-

ogyisstillnewandnotyetwidelyavailablein

theUS.SoHeartlandwentthenextbeststep:

producing contactless-enabled tags that can

beaffixedtothestudent’scellphone.

Why tags? Heartland and SRU got some re-

inforcement for this decision from the same

focus group.“Another thing quite interesting

welearned,”saidMr.Welsch,“isthatstudents

saidwhentheyvisitwithfamilymembersand

friends and someone pulls out a credit card

branded with a university name rather than

avanillaVisacard,theyfeltenvious.Students

were really excited about the fact that stu-

dentsfromotheruniversitieswon’thavethis.

PresidentSmithlovedthisidea.”

How does it work?

Students, faculty and staff this fall – about

10,000oftheminall–willbereceivingahalf

inchwideby1.5 inch longcontactless token

with a strong adhesive backing they can at-

tach to their cell phones. It then works like

anycontactlesscard,meaningthatitcancom-

municate with the reader without physically

touchingit.Thereadershave lightsthat indi-

catewhetherthetagisbeingreadornot.

“Wetesteditontheoutsideofthephone,and

youcanscanwithinaninchandahalf.When

inside the phone, you need to be about an

inch closer,” said Mr. Welsch. He suggested

thatsomestudentsmaywanttoremovethe

phone’sbatterycoverandinsertthetagthere.

If a student changes phones, he can remove

thetagandreattachittothenewphone.Ifthe

tagwon’tcomeoff,thestudentcanapplyfor

anewtag.

The tag“has a very durable exterior. It can’t

bescratched,anditseldomwillshowsignsof

wear,”headded.

HeartlandisalsoissuingnewstudentIDcards

since the company will, for the first time, be

processingthestudentRockDollaraccounts.

Before, Heartland processed only the tradi-

tional credit and debit charges students and

parents use to pay tuition, room and board

and to buy books, Mr. Welsch said. “We’ve

nothadanythingtodowithRockDollars. It’s

something the university has maintained on

campus with proprietary readers and termi-

nals.”

The Heartland-issued ID cards, however, are

still equipped with mag stripes rather than

contactless chips. Dual technologies mean

making sure the university has readers that

can handle both. “Everything we’re building

– the laundry, vending machines, merchant-

attendedPOSterminals–willallhavereaders

thatcanreadthecontactlesstoken”aswellas

themagstripecards,”Mr.Welschcontinued.

“As far as we can tell, this dual technology is

unique.It’sthefirstapplicationinahighered-

ucationinstitutionintheUStogothisway.”

Oncethenewcardsareissued,Heartlandwill

transfer the old Rock Dollar balances to new

accounts. In this manner, students can seam-

lessly migrate from their prior cards to the

newsystemwithoutlosingdepositedfundsor

havingtomaintaintwoaccounts.

“On Track Innovations (OTI) is supplying the

tags,andwemanufacturethereadersthrough

ourmicro-paymentsdivision,”saidMr.Welsch.

Thatdivision includes longtimecampuscard

reader manufacturer Debitek, a company

Heartland purchased in 2005.“Heartland has

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Fall 200716

CR80

New

sre-engineered the (Debitek) technology,”

added Mr. Welsch,“bringing it up to state of

theart.”

Taking Rock Dollars off campus

Thesecondphaseoftheproject isrecruiting

merchantsoffcampustoacceptRockDollars.

Initialreactionhasbeenpositive,reportedMr.

Welsch, stressing it’s a winning combination

forboththeuniversityandthemerchants.The

university doesn’t have to process merchant

accounts or cut them checks, and merchants

getpaiddaily.

Tonoone’ssurprise,thefirstmerchantstosign

upwererestaurants.“We’realsolookingatsu-

permarkets,retailclothingstores,ashuttleser-

viceandnailsalons,”saidMr.Welsch.

Before, merchants were paid monthly. There

were no off-campus merchants, but still, the

on-campus bookstore and foodservice pro-

vidershadtowaitfortheirmoney.“Underour

system, we process the transactions nightly

and generate an ACH deposit to them the

nextday,exactlythesametimeascreditcard

(payments),”hesaid.Merchantscanpurchase

or rent terminals, starting at $25 a month.

The transaction fee varies depending on the

amount of the purchase, but averages about

1.5%,plus25centspertransaction.

“Wedonotuseproprietaryterminals,”noted

Mr.Welsch.“Themerchantslikethat.Theyonly

need one terminal to accept credit, debit or

RockDollars.”

Dr.Smithsaidthemost“perplexingproblem”

hasbeentheuniversity’sinsistencetoprovide

greaterprotectionforthestudentsbyrequir-

ing a PIN when they use their contactless

tokens.That’s not something merchants usu-

allyexpectfromsomeonepayingwithadebit

card, specifically at restaurants.“This is creat-

ingachallenge,”addedDr.Smith.

For on-campus use, that’s not an issue since

allvendorshaveaPINpad.Butsomeoff-cam-

pusmerchantsdon’tcurrentlyhaveaPINpad.

Mr.WelschsaidHeartlandhopestohavethis

problem alleviated shortly. Heartland’s read-

ers/terminals all have PIN pads, but, said Mr.

Welsch, there are also other packages avail-

ablethatincludePINpadsmerchantscanuse.

Bottom line: if merchants want the students’

business,theywillneedtobeabletoaccepta

PINaspartofthetransaction.

For smaller transactions, such as those per-

formed at vending machines, no PIN is re-

quired.

Managing your account on the web

Another advantage to Heartland’s program

isthatstudentscangotoawebsitetocheck

theirbalancesortheirtransactionhistory,said

Mr.Welsch.Thewebsiteoptionisnew.Before

Heartland’s involvement, studentscouldonly

utilizeareadertofindouttheirbalances.

Studentswholosetheircardsortag-enabled

phones can visit the same web site to get

theiraccountsfrozenuntilanewcardandtag

canbeissued.TheycanalsocontactSlippery

Rock’scardofficeandreceivesupportthrough

atoll-freenumber.“Thewebprovides24/7ac-

cessforcardholdersanddoesn’tlimitstudents

tohavingtovisittheadministrativeofficedur-

ingnormalbusinesshourstohaveafreezeput

ontheiraccounts,”saidMr.Welsch.

“Oneoftheothergreatfeaturesisn’tsomuch

contactless but the whole web-enabling

structure,”addedDr.Smith.“Theindividualcan

reviewhis/heraccountandcharges–aswell

asreloadthecardfromtheweborviaphone.

It’smorethanjustachip.Thewholeconceptis

somewhatrevolutionaryforus.”

AllaccountsaremaintainedinanFDIC-insured

bank,Mr.Welschemphasized.

Changing the way financial aid is delivered

to students

Another big change is the way students re-

ceive financial aid.“Nearly two-thirds of Slip-

pery Rock’s students are the first generation

(in their family) to go to college, so financial

aid plays a big part,” said Mr. Welsch.“When

financialaidcomesinnow,theuniversitywill

takeouttuitionandroomandboardanddis-

tributetheexcesstostudents.”

In the past, this excess was distributed by

check, but now that money can be direct

deposited into thestudent’sRockDollarsac-

counts.“We’ve gotten quite a few calls from

students already excited about the new sys-

tem,”saidMr.Welsch.“Allthat’sbeenreleased

has been the financial aid form with a new

checkboxallowingforthemoneytobedirect

deposited.”

CR80

New

s

Fall 2007 17

CR80New

sAdditionally,on-andoff-campuspaycheckscanbedepositeddirectly

intothesameaccount.

Giving something back

Anotherfeatureinvolvescharitablegiving.Rememberthat1.5%trans-

actionfeemerchantshavetopaytoacceptthestudent’sRockDollar

cardorcontactlesstoken?Heartlanddoesn’tprofitfromit.Themoney

goesbacktothestudentsorthecharityoftheirchoice.

“We are rebating back to the students through the Give Something

BackNetwork,”saidMr.Welsch.Studentswillbeabletogoonlineand

selecttheirfavoritecharitytohavethismoneydonatedto,ortheycan

haveitcreditedtotheirownaccount.

“That’sanotherimportantfeatureaboutoursystemthattheuniversity

liked.Universitiesstruggletogettheirstudentstogivesomethingback

downtheroadwhentheybecomesuccessful.SlipperyRockistryingto

buildthatthinkingintheirstudents.TheSlipperyRockFoundationwill

belistedasthefirstcharitytheycandonateto.Studentswillatleastsee

theconceptofgivingback.”

A new player in the campus card market?

Mr.WelschhopesSlipperyRockisjustthebeginningforHeartlandin

the campus card business.“We’re looking at doing this at other uni-

versities.Itwillbeaproductofferingunderourcampuscardproduct

line” in thecompany’smicro-paymentsdivision.Thecompany,which

istradedontheNewYorkStockExchange,providescredit/debit/pre-

paid card processing, payroll and payment services to 150,000 mer-

chants–includingrestaurants,hotels,andretailers–and300colleges

throughouttheUS.

WhatwilldeterminewhetherSlipperyRockUniversity’scardprogram

is successfulornot?“We’regoing to judge itby thenumberofmer-

chantswesignup.Obviouslywealsowant tosell themcredit/debit,

andpayrollprocessing–aswellasremotecheckdepositservices,”said

Mr.Welsch.“Wewilljudgethesuccessofthisprojectonthemerchant

participationandthefutureofsellingorrentingadditionalreadersto

theuniversity.”

Dr.Smithlikeswhathe’sseensofar.Infact,hehasbeenaguineapig,

ofsorts.“Theygavemeone(acontactlesstag),andI’vegonearound

usingit.SinceitwasHeartland’smoneyonanexperimentalcard,Ihad

agreattime,”helaughed.

“We’regoingtoseewherethisgoes,”headded,“butfromabranding

standpoint,wecouldn’tbemorethrilled.Heartlandisoutthereencour-

agingalltheseretailestablishmentstoaccepttheseRockDollars,and

themerchantsaresigningup.Thatmeansthey’relookingforaSlippery

Rockpatron.”

Hesaidthecontactlesstagconcepthasalsocreated“quiteaninterna-

tionalbuzz.Thiskindofreputationforusis,toborrowtheMasterCard

line,‘priceless.’”

CR80New

s

Fall 200718

CR80

New

s

Afewyearsago,demandamongsmallerorganizationswaslimitedfor

card printers that could print quality images on IDs with embedded

technologies(e.g.smartcards,contactlesscards,proxcards).Butalot

haschangedinjustafewyearswithnewregulationsandgrowingde-

mandsforever-greatersecurity.Now,printermanufacturersaretrying

tokeeppace,offeringlower-endmodelsthatcanproducehighquality

imagesonembeddedtechnologycardsatalowerprice.

MajorprintermanufacturersincludingDatacard,DigitalID,Evolis,Far-

go,andMagicardarealladdressingthisnewsectorwithhighfunction,

highvaluemodels.

Fargo offers lower-cost retransfer model to make secure cards af-

fordable

Althoughbynomeansaloneinthisendeavor,FargoElectronics,which

specializesinsecureidentificationtechnologies,includingprintersthat

canchurnoutsmartIDs,recentlyreleasedalowercostprinterdesigned

forsmall-tomid-tierenvironments.

Callingit“hightechforthemasses,”Fargo’sHDP-5000isinexpensive–at

leastbyHighDefinitionPrintingstandards,accordingtothecompany’s

vicepresidentofproductmarketing,SteveBlake.

“Wedecidedtodoitbecausecustomersreallyliketheprintqualityand

they’veclamoredforitovertheyears,butthepricingwashighcom-

paredtothetraditional(dyesublimation)printing,”hesaid.“Withsmart

cardgrowth,peopleareaskingusmoreandmoreforHighDefinition

Printingtechnology,butatanaffordableprice.”

Fargoalsohopesitslowerpricewillenableittogainagreatermarket

shareinthegrowingUSmarketforIDcardswithembeddedtechnolo-

gies.“Smartcardtechnologyhasn’thadashighalevelofadoptionin

theUSasinEurope,butit’sdefinitelygrowing,”hesaid.

TheHDP-5000usesreverseimagingtechnology,idealforprintingon

acardwithachipbecausetheprintheadnevercomesincontactwith

thecard.“We’veofferedthisforafewyearsinotherproductsandplat-

forms,butourlatestgenerationismoreaffordable.Itusedtobesuit-

ablefor(highendprojects,like)governmentIDprogramsorforother

highsecurityapplications.Itusedtobepremiumpriced,butwiththe

HDP-5000, we’ve established new ground with a printer that fits the

corporatemarket,orskiresortsorcollegesanduniversities,”headded.

How inexpensive is it?TheHDP-5000startsat$3,995,abouthalf the

priceofthetraditionalhigh-endmodels.“Ourcomponentsourcingand

customer-focuseddesignhaveresultedinalowercostofmanufactur-

ingsoit’smoreaffordable,”hesaid.

This printercanalsogrow as thecompany grows.“A lotofmid-level

customerswanttostartsmallandgrowlaterbuttheydon’thavethe

budgetforallthebellsandwhistlesthatahighendprinteroffers.While

manycardprintersaren’tupgradeable,theHDP-5000wasdesignedto

bemodular.Today,theymaybedoingsinglesidedprinting,notmag

stripe or contact and contactless or lamination. But they’re thinking

aboutitdowntheroad.Theycangettheplatform,asingle-sidedbase

printer,andthenayearfromnowcanaddaflippermodulefordualsid-

edcards.Itflipsthecardoverandbringsitbacktoprintthebackside

ofthecard.Youcanalsoaddtheabilitytoencodecontact/contactless,

magstripeorproxcards.”

Companies roll out lower-cost ID card printers with higher-end functionalityLeading manufacturers offer new models to address changing needs of campus and corporate card issuers

Andy WilliamsContributing Editor, AVISIAN Publications

Who knows your campus needs better than you?

NuVision products are designed to be flexible and to provide your campus with the most secure

campus ID solution on the market today.

Corporate: NuVision Networks Corp • 119 East First St • Napa, CA 94559707-255.8054www.NuVisionNet.Net

Sales: P.O. Box 589 • Newton Square, PA 19073800.878.8363ndally@erols.com

SECURE

Fall 200720

CR80

New

sOtherprintermanufacturershaverealizedthe

needtoservethesmallercompanyorcollege

andalsohavedeveloped inexpensiveprinter

offerings. Evolis, Digital Identification Solu-

tionsandMagicardallhavelow-costprinters.

Evolis offers a flexible array of printers for

low- and high-end needs

Gerardo Talavera, Evolis managing director,

saidtherehasbeen“alotofdemand”forlow-

end printers. He estimates that 85% of total

sales comes in this area. Evolis has printers

startingaround$1,600.

Hesaidmostofthecardsbeingproducedwith

EvolisprintersareforID,accesscontrol,orfor

aloyaltyprogram–cardsthatdon’tnecessar-

ilyhavetobereallysecure.Thehigh-end,that

15% includes the high security printers“that

comewithlaminationandotherfeatures,”he

added.

The company’s best-selling printer has been

thePebble,“abasicsingle-sidedcolorprinter,

oneofthemostsuccessfulintheindustry,”he

said.

But,headded,“there’sreallynotmuchsecurity

on the low end.”The Pebble lists for around

$2,000.“The first generation came out seven

yearsago(whenthecompanywasfirststart-

ed)andwe’vebeendevelopingdifferentgen-

erationssincethen,”hesaid.

While Evolis’ lower-end printers have encod-

ingcapabilitiesfor“RFID(contactless),contact,

mag stripe without them having to buy sev-

eral printers,” the company also offers “low-

costgenericoverlayholographicimagesthat

willgiveyousomesecuritybecauseit’sadding

moretothecard.”

“…Instead of spending the money on holo-

grams, (many organizations choose to) pre-

print thecardswithanothercompanywhich

allowsthemtoadddifferentsecurityfeatures.

They then just use the printer to personalize

thecard,”saidMr.Talavera.

Digital ID reminds clients to choose based

on total cost of ownership, rather than ini-

tial price

ShaneCunningham, insidesalesandmarket-

ing manager, Digital Identification Solutions,

believes that some inexpensive printers may

cost more in the long run.“A system with a

largepricetagcanactuallybeverycosteffec-

tivewithoutbeingconsideredcheap,”hesaid.

“Reliability, flexibility, and scalability can play

amajorroleastowhetherasystemisworth

the expense or not. Just because a printer

may cost (little) initially, it doesn’t mean that

it won’t cost you more in repairs, man-hours

andheadachesinthenearfuture.Itallcomes

downtorealvalue,whichcanonlybedeter-

minedbytheuser,notthepricetag.”

“When we opened our doors (in 2003), we

startedwithretransferprinters,butaddedthe

valuelinein2005.”

Digital ID’s value line, direct-to-card printers

startswith introductory levelhand-fedprint-

ersthatdoonecardatatime,hesaid.

“Thereisacertainperceptionastowhat’saf-

fordable.Evenourhigher-endprinter,withall

theoptionsforanythingyouwanttodo,ends

upbeingcheaperthanaregulardirect-to-card

printer,” he added. He maintains that a high-

endprintergoingtofilmratherthandirectly

toacardcanoutlasttheprintheadondirect-

to-card printers by a factor of 15. In other

words,“you’llreplace15directcardprintersin

thattime.However,ifsomeoneisonlyprinting

500cardsayear,that’sprobablyoverkill.”

TheDCP360i,adirect-to-cardprinterwithall

thefeatures(e.g.optionsforchips,contactless,

dualsidedprinting)listsforabout$4,200.“The

360isthelowestendofourprofessionalline,”

Fall 2007 21

CR80New

s

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headded.Butthecompanyalsooffersitsval-

uelinestartingwiththeDCP100($1,500),ex-

plainsMr.Cunningham.“Itoffersasinglesided

hand-fed direct-to-card printer.” Higher up is

the 340 ($3,900)“which prints double sided

andisdesignedtobeinexpensive.”

“IfallyouneedisanIDcard,thevaluelineisfor

you;ifyouneedasecurecredential,thenthe

professionalisforyou,”headded.

HeagreeswithEvolis’Mr.Talaverathat“ifyou

wantsometrulysecurecardsforyourorgani-

zation,butyouneedlessthan500,youcanget

aroundthatbygoingtoaservicebureau.They

can produce the cards for you without you

buyingthehardware.”

Sometimes,however,perceptioniseverything.

In at least one instance, recalls Mr. Cunning-

ham,pricewasn’tasmuchanissueashowthe

card looked–specifically the picture on the

card.“AsmallcosmeticscollegeinNevadapur-

chasedour570iretransferprinter(ahighend

productthatretailsforabout$7,800).Therea-

sontheyboughtitisthatstudentslikedtheir

pictures produced by the retransfer printer.

The students were willing to pay for a more

expensiveIDcard.”

Magicard offers a full range of options …

from Opera to Tango to Rio

AndyMatko,marketingmanagerforUK-based

Magicard,saidthatanumberofyearsago,ID

badgeswereforthelargercompanies.Ifasmall

companywantedbadgesforitsemployees,it

sought out a service bureau.“Now everyone

is buying printers rather than badges from a

servicebureau.We’reallimpatient.Youhavea

newemployee,youwanttobadgethemthat

day.Butit’snotjustcompanies,butthingslike

sportsclubs.”ThisisoneofthemarketsMagi-

cardisreachingwithitslowcost–someunder

$1,000–printers.

Magicard’s low-end printer, Opera, retails for

lessthan$1,000.“It’sasmallhand-fedprinter

that can produce ID cards,” said Mr. Matko.

“We’re finding a lot of small companies or

small organizations of 50 or 100 people will

buythistypeofprinter.Operaisgoodforthe

Internet market, and it comes with badging

software.”

Headded:“Wesawtherewerealotofpeople

that weren’t able to get into badging, essen-

tiallyduetoprice.Theyneededasimpleprint-

er, an entry-level package, which opened up

themarketsforus.”

These lower-end direct-to-card printers “are

notdesignedforhighvolume.”Theywillprint

on smart cards, but not encode them,” ex-

plainsMr.Matko.“Sothereisn’talotofsecurity

there.”

If you want security, Magicard’s Rio – about

$3,000 – will produce a customizable visual

security-type watermark that the company

calls Holokote. “It puts a watermark on the

cardwhichmeansyourcardcan’tbecopied,”

saidMr.Matko.

Inthe$4,000arenaisMagicard’sTango.“Itof-

fersarangeofencodersthatarebuiltintothe

printer,”saidMr.Matko.“Tangocanprinthun-

dreds of cards a day, you can network them

andincludevisualsecurityonthecards.”

Headded:“Wesawtheneedforlowcostprint-

ers from end users. People were saying they

couldn’taffordaprinter,toomuchmoney.It’s

a rapidly-evolving industry.While we started

in1993, itwasn’tuntilthelate90sthatthese

printers became common, and even then

youcouldn’tbuythemforanythinglessthan

$7,000.”

“Companies are badging people for the first

timeandthey’relookingforvalueandsimplic-

ity.That’swhatwe’retryingtotapinto.”

Fall 200722

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s

When shopping for an ID card printer, you’re

liableattheoutsettobehitwithtwochoices:

direct-to-cardorreverseimagetransfer?Mak-

inganinformedchoicedependsonwhatkind

andhowmanycardsyou’retryingtoprint.

Direct-to-card(DTC)printingisthemostcom-

mon technology used in desktop ID systems

toprint imagesdirectlyontothesurfaceofa

plastic card. It does this by heating a special

printribbonbeneathathermalprinthead,re-

sultinginthetransferofcolorfromtheribbon

toablankcard.

Withreverseimagetechnology,theprinterfirst

prints imagesontoaspecialfilmthat is then

fusedintothesurfaceofablankcardthrough

heat and pressure. Because the graphics and

textareprintedontheundersideofthefilm,

the image is“sandwiched” between the film

andthecard.Thisprocessproducesexcellent

printquality,isdurable,andprovidestheabil-

itytoprintwithawidevarietyofcardtechnol-

ogiesandonmanycardtypes.

Bothoftheseprintingtechnologiessharetwo

printing methods: dye-sublimation and resin

thermaltransfer.

Dye-sublimation is the process used to print

smooth, continuous-tones that bear photo-

graphic-like realism.This process uses a dye-

basedribbonthatispartitionedbyanumber

of consecutive color panels. The panels are

groupedinarepeatingseriesofcolors–cyan,

magenta, yellow, and black (CMYK) – along

the length of the ribbon. During printing, a

printhead containing hundreds of thermal

elements heats the dyes on the ribbon that

vaporizeanddiffuseintothesurfaceofeither

thecardor thefilm.Aseparatepass ismade

foreachofthedifferentcolorpanels.Bycom-

away.Thatmightbea$4cardsoyou’redam-

aginganexpensiveinventoryitem,”hesaid.

Reverse imaging technology “really doesn’t

care whether the card is smooth or not be-

causetheprinthead iscontactingtheribbon

which contacts the film. The film is then at-

tachedtothecardinasinglepassthroughthe

printer,”saidMr.Blake.“Thefilmcanproducea

muchbetterimage–thecolorsaretruer,you

haveahigherresolutionandacrisper,cleaner,

truerlook.Itresemblesapreprintedcardthat

yougetfromacardmanufacturingplant.”

Reverse imaging also makes it easier to pro-

ducesecurecardsequippedwithahologram.

“Historically,hologramshadtobeputonbya

lamination module attached to the printer,”

explainedMr.Blake.

Butreversetransferfilmcanbeproducedwith

an embedded holographic image.“You don’t

need a laminator module. This is wonderful

newsforthemiddleandentrylevel(organiza-

tion).”

“With smart card growth, people are telling

us more and more that they want that high

definition printing technology, but at an af-

fordable price,” Mr. Blake said. Reverse image

has become the technology of choice for

bothitssuperiorimagequalityanditsability

to print high-quality images on contact and

contactless smart cards. In most cases, these

printers cost more than their direct-to-card

counterparts, though many printer profes-

sionals suggest that reductions in the total

cost of ownership outweighs the additional

upfrontcosts.

biningthecolorsandvaryingtheheat

usedtotransferthem,theprinterisable

toproduceupto16.7millioncolors.

Resinthermaltransferusesasingle-colorrib-

bon to print sharp black text and crisp bar-

codes that can be read by both infrared and

visible-light scanners. This process uses the

same thermal printhead as dye-sublimation;

however solid dots of color are transferred

ratherthanacombinationofcolors.

When you’re printing contact or contactless

smart cards, the “printing technology of

choice” is reverse transfer, says Fargo’s Steve

Blake,vicepresidentofproductmarketing.

Why?Smartcardshaveembeddedchips.“Any-

thingwithelectronicsembedded inthecard

doesn’talwaysendupwithaflatsurface.Adye

subprocess…createssomeissues(withprint

quality).Byprintingtoreversetransferfilmin-

steadofthecardsurfaceitself,youhavenone

ofthoseproblems.It’sveryforgivingwithelec-

troniccards,”saidMr.Blake.

Thedyesublimationprocessisalsoknownas

direct-to-cardprinting.AsMr.Blakeexplained

it:theribboncomesindirectcontactwiththe

card.“Ifyouhaveacontactchipinasmartcard,

thatchipissupposedtobeflushtothecard,

butthat’snotalwaysthecase.Theremightbe

alittleridgeorbumpandiftheprintheadcon-

tactsthechiponthecard,itcanblowapixel

out (on the printhead).” Then you have the

costlyproblemofadamagedprintheadthat,

inmanycases,costsabouthalf(ormore)ofthe

printer’soriginalpurchasepricetoreplace.

What’smore,aDTCprintercan leaveblotchy

white spaces around the chip. You therefore

endupwithabadcardthatyou“havetothrow

Choosing between reverse image and direct-to-card ID printers

Fall 200724

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New

s

Industry icon Bruce Lane to depart CBORD after 22 yearsAfter growing company to major market leader, Mr. Lane announces retirement

When Bruce Lane signed on with campus card system provider

CBORD22yearsago,itwasstillasmallcompany.Asheexplainsit,

hewas“employeeNo.14.”Buttoday,CBORDhassome475employ-

eesandserveshundredsofcollegesanduniversities,primarily in

theUSandCanada,butalsoinAustralia,NewZealand,andSouth

Africa.

Hehadalottodowiththatgrowth,butnowthe53-year-oldLaneis

planningtocallitquitsbytheendofthisyear,retiring,atleastfrom

CBORD,butnotfrombusinesslife.

“Bruce was the first manager I hired at CBORD,” recalls John Alexan-

der,thecompany’sfounderandchairman.“BeforeBruce,wewerejust

a gang of techies. He brought a real sales focus to the card systems

business,andbroughtarealenthusiasmforentrepreneurialbehavior

withinthisorganization.”

“I’malittlesadtoseehimgo,”addedTimTighe,CBORDpresident,“be-

causehetookthecompanyfromasmallupstartcompanytoaleading

providerinthecollegecardsystemsworld.”

Mr.Lanejokesthathewashiredasvicepresidentand“for20yearsorso

IwasthepersonatCBORDthelongestwhonevergotapromotion!”

DiscussingMr.Lane’slifeisdifficultwithouttalkingaboutthecompany

thathasoccupiednearlyhalfofit.

CBORDhasbeenaroundsince1975,butMr.Lane,CBORD’sExecutive

VicePresidentandChiefOperatingOfficer,didnotjoinuntiltenyears

laterwhen,asheexplainedit,“John(Alexander)wastryingtogrowthe

business and needed some help. John had been an MBA student at

Cornell,workinghiswaythroughschool.Hehadwrittenaprogramto

managetheschool’sfoodproductionandinventorycontrolandlater

boughttherightstoit,creatingCBORD,”saidMr.Lane.

What does CBORD stand for? As the company defines it on its web

page:“We’reproudofourcompanyname,butit’snotanacronymoran

abbreviation.Thelettershavenohiddenmeaning…”

“Thereare lotsofstoriesaboutwhat it stands for,” saidMr.Lane.But

thecompanyhad200bucksandithadtocomeupwithanameand

that’swhatwegotfor$200,hejokes.“Wewantedtopickanamethat

soundedlikesomethingbuthadanonsensespellingsowewouldn’t

havetodoatrademarksearch.Infact,ittookus20yearstogetaround

totrademarkingthename.”

A circuitous path to CBORD

Mr.LanetookarathercircuitousroutetoIthaca,NY,CBORD’shome.He

hadearnedhisMaster’sininternationalrelationsfromJohnsHopkins.

Whyinternationalrelations?“WhenIwasinhighschoolIwenttoAr-

gentinaasanexchangestudent,soIhadasecondlanguageundermy

belt.Itjustseemedlikeanaturalprogression.IgotthroughJohnsHop-

kins’program.IthinkIwasqualifiedtobesecretaryofstatebutthatjob

wasalreadytaken,”helaughed.“WhenIwasdone,itwasmywife’sturn

togetherdegree.”

She was seeking her PhD at the University of Wisconsin, and that’s

wheretheLanesendedup.Mr.Lanegotajobrunningthestate’sinter-

nationalprogramsprimarilypromotingtheexportofWisconsinprod-

uctsandattractingforeigninvestmenttothestate.“Thehardestwork

I’veeverdoneisworkingforthegovernment.It’schallengingwork,but

fun,”hesaid.

Hesaidheworkedforthegovernor’sofficeintwocapacities:growing

agriculturalandmanufacturedexportsandattracting foreign invest-

ments.“Ithendecidedtogooffonmyownanddoexportdevelopment

andIgotinvolvedwithrunninganexportbusinessinMilwaukee.”

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Fall 200726

CR80

New

sBythetimehewas30hehadrunmanufacturingandservicecompa-

nieswhiletravelingallovertheworld.

“When we moved to Ithaca, my wife had completed her PhD. I was

at thepointofsellingapackagingbusiness.Myoriginal ideawhen I

moved to Ithaca (home of Cornell University) was to find professors

withgreatideas,butwithnoideaofhowtomarketthem.”

Later,“afriendintroducedmetoJohnwhoneededsomeonetowritea

businessplan.Ihadexperiencerunningdifferenttypesofcompanies,

but Iwasn’tacomputerguy. IusuallyaskmykidswhenIneedcom-

puterhelp.Myskillsetwasinbusinessorganizationandmanagement

…andsomesellingskills.Itwasjustsortofgeneralgrowing-the-busi-

nessskills,”headded.

“JohnhasalwaysbeentheideaguyandTim’s,andmyrolewouldbeto

beatonthem.Hewouldchurnoutideasandwewoulddecidewhatwe

couldturnintohits.It’sbeenanexcellentpartnership.”Mr.Tigheactu-

allyjoinedCBORDayearafterMr.Lane.

Building the company into a major market player

“WebroughtinpeoplewiththekindofskillsthatareneededasCBORD

becomesalargercompany.We’vegrownCBORDfromasmallcompany

toamediumsizedoneandnowwewanttomovetothatnextlevel,”

headded.

Stillprivatelyheld,CBORDhasgrownboththroughitssaleseffortsand

itsacquisitions.Forexample,abouttwoyearsagoitpurchasedDiebold’s

CardSystemsDivision, inheritingthecompany’scardsystemandthe

collegesthatwereutilizingit.In2005,thecompanypurchasedStudent

Advantage,astudentdiscountmembershipbusinessandthisyearac-

quired Off-Campus Advantage,

a provider of outsourced off-

campuscardprograms.

TheDieboldpurchasewaswhat

pushedCBORDtothenextlev-

el, adding significantly to the

company’s business.“That was

alotofhardworkforourwhole

team,” he recalled. “We had

been talking periodically with

Diebold;wewouldtouchbases

with them, and when they got

to the point that their campus

card business didn’t fit into

theirATMbusiness, theyfinally

said,‘letstalk.’“

Diebold added about 200 cli-

entstoCBORD’scustomerbase.

The $38 million transaction in-

volvingDiebold’saccesscontrol

and security expertise also ad-

dressedagapinCBORD’sprod-

uct line–the lackofanaccess

control offering. In addition,

Diebold’sCSGoldwasoptimizedforlargeinstitutionswhile“Odyssey

(CBORD’scardsystem)hasasweetspotamongsmallerandmedium-

sizedschools,”saidMr.Laneafewmonthsafterthepurchase.

“IenjoyedgreatlygrowingtheCBORDcampuscarduserbasetothe

largest in the industry,” he said.“We have outgrown our own office

buildingandhaveexpandedtoanofficebuildingnextdoor.Wehave

facilitiesinWaco,Texas,ahelpdeskinCanton,Ohio,atrainingfacility

inFarmington,NewYork,amanufacturingfacilityinCypress,California,

andasalesandsupportofficeinSydney,Australia,”hesaid.Thecom-

panynowtotals475people.

HesaidCBORD’scardsystemsoriginallyfocusedonthecollegeworld,

but“we’vehadgoodsuccessatextendingitintothecorporateworld.

WenowservicealotofbignamecompanyclientslikeGannett,Daim-

lerChrysler,NewYorkLife,KaiserPermanenteandMassGeneral,where

employees use their badges to purchase goods and services in the

company cafeterias and stores. The corporate world and healthcare

world are where the college world was 15 years ago using card sys-

tems,”hesaid.

“BrucebuiltupourCardSystemsDivisionfromafledglingcompetitor

tothedominantmarketleader,andmostoftheworkwasdoneusing

internallygeneratedcapital,noIPOs,nofinancing,”saidMr.Alexander.

“Hisattentiontothedetailsofhisbusiness,andhisrespectforourcli-

entscombinedtomakeusintoaterrificbusinesspartnerforourmany

clientsinseveralmarkets.”

An overriding customer service mentality

Mr.Lanealsoconsidershimself“averycompetitiveperson.”He’llget

noargumentfromMr.Alexander.“Brucewouldnever,ever,giveupon

asalesprospect.Itwasnotaquestionof‘if’,itwasmerelyaquestionof

‘when’,”hesaid.

AddedMr.Tighe:“Bruceliveseverydaywithacustomerservicemental-

itywhichhashelpedthiscompanygrow.Hehasaverystrongsenseof

customerservice.Wethinkwehavecustomer loyaltybecausewedo

agreatjobofprovidingcustomerservice.Brucehasbeenoneofthe

criticalindividualstomakesurethathappened.”

Yet,withthegrowthCBORDhasundergoneandthenewproductsit

has introducedduringMr.Lane’stenure,noneofthesemakeshis list

ofaccomplishments.“Thethingthatmakesmefeelthebestistolook

aroundatallthepeoplethathavebeenemployedbyCBORD,ascom-

pared to 20 years ago,” he said.“I look at the economic engine that

CBORDhasbecomeforsomanyfamilies.It’sveryexcitingtoseethat

we’vecreatedanorganizationthat’sbeenverystableandhasprovided

alivelihoodforalotofpeople.”

Oneofthethingshe’sgoingtomissisthe“evenkeelrelationshipwe

havewithsomanycollegefolks.Whileit’sahardbusiness(inwhich)to

makemoney,andweareprovidingcollegeswithmissioncriticalsys-

hid_identity_work_hard_cr80_news.ai 8/2/07 7:48:16 AM

Fall 200728

CR80

New

stemsforhandlingstudentfunds,ourcustomer

service focusatCBORDhasyieldedusacus-

tomerbasethatknowsusforworkinghardto

meettheirneeds,”hesaid.

“It’sprettyrarethatwecomeupwithagreat

idea,”headded.“Usuallyschoolssaytousthat

‘itwouldbeniceifyoursystemdidthisorthat’

andwe’dscurrybacktoIthacaandfigureout

howtodoit.Thatinnovationalwayswillcome

from the customer side. And the companies

trying to jam it down the university’s throat

willcontinuetohavearoughride.”

One of those ideas that has taken off came

from students, not the university itself. Now

calledWebfood®,“itfirstcametoJohn’satten-

tion”in2001,saidMr.Lane.“Itwasdeveloped

byCornellstudentswhohadcreatedanonline

foodorderingsystem,becausetheyweretired

of waiting in line to order and receive their

food. We worked with them over a span of

aboutayearandahalfandboughtthecom-

panyin2003.FourofthefiveWebfoodfound-

ersarenowCBORDemployees.Thatbusiness

hasgrownverywellandisusedbyrestaurant

chains, corporations, hospitals and universi-

ties.”

Looking to the future …

Withretirement looming,whatarehisplans?

“WhenIstartedworkingonmyideastoretire,

TimandIbeganassemblingareallygoodco-

terie of senior managers,” said Mr. Lane.“The

plan iswell inplace”forbusinessasusualaf-

terhestepsdown.MaxSteinhardtisCBORD’s

newSeniorVice President ofOperationsand

RandyEckelshasnowbeenwiththecompa-

ny foroverayearasSeniorVicePresidentof

SalesandMarketing.RickLibbyisatthehelm

of Student Advantage and Shawn McCarthy

has joined CBORD as Managing Director of

Off-CampusAdvantage.“Thisisateamofvery

seasoned managers with skills that CBORD

neededtogrowfurther,”Mr.Laneexplained.

AstolifeafterCBORD,“I’msureIwillfindother

thingstodo,I’mjustnotsurethey’llbeinthe

college and university world,” said Mr. Lane.

“Weownsomerealestate,acoupleofbuild-

ings,I’dliketodevelop.I’vehadagoodtimeat

CBORD,butIfiguredthiswasagoodtimeto

dosomethingdifferent.”

And then, there’s always ice cream.“My wife

(Heather) and I own an ice cream company

Regrets? Mr. Lane doesn’t have many. “One

night, I’memailingacolleagueat2a.m.,and

wewerecomplainingabouthowtherearen’t

morehoursintheday.ButIdon’thavealotof

regrets.CBORDhasbeenagreatplacetowork

anditcontinuestobeagreatplace.Rightnow,

we’reahiringmachineandit’sjustawonder-

fulthingtoseeacompanygrowlikethis.”

Whathashelpeditgrow,Mr.Lanebelieves, is

its understanding of the industry it’s trying

to serve. “What I’ve seen over the years are

times when big companies came lurching

intothecampuscardbusiness,”hesaid.“They

allthoughtthebusinesswassimplygrabbing

holdofthestudentsandshakingalotofmon-

eyoutofthemandthatthecampuscardbusi-

ness was a great way to get students to buy

otherproducts.Today,they’reallgone.Thecol-

legemarketmovesslowlyanditdoesn’tadopt

newtechnologies reallyquickly.Colleges like

to use techniques that are proven, and stu-

dentsaremoresophisticatedthanthesecom-

paniesgavethemcreditfor.”

He compares CBORD’s university clients to a

three-leggedstoolrepresenting“parents,stu-

dentsandadministrators.Ifanewproductor

servicedoesn’tfit theneedsofall threecon-

stituencies,thenit’snotgoinganywhere.”

That’swhatsomeofthelargercompaniesthat

have now left the industry didn’t see. “The

marketplace needs to understand that when

weimplementacampuscardsystem,ourfo-

cus is on keeping that card safe, convenient,

andeasytouse.Anyotherservicesthattieinto

itaregreat,buttheyaresecondary,”hesaid.

PerhapsthisrecognitionwillbeanotherofMr.

Lane’smany legacies left tothecampuscard

world.Ifanyonehasdedicatedhislife’sworkto

makingcampuscardssecure,convenient,and

easytouse,he’stheman.

and we have a couple of other projects that

weplantogetinvolvedwith,”hesaid.

It’s called Purity Ice Cream and the Lanes

bought it in 1998.“It is a fun company with

a great product, but not much in the way of

financial viability, although it has gotten a

lot better with my wife’s hard work,” said Mr.

Lane.“Weceasedourownmanufacturinglast

year and now have our own unique recipes

produced by a larger dairy in Syracuse. Pu-

rityisdistributedinCentralNewYork.Mywife,

Heatheristhepresident,andIchangethelight

bulbsandcutthelawn.”

“Itakea littleresponsibility(andalittlecred-

it) for Bruce’s most important life decisions,”

commented Mr. Alexander. “My wife, Elaine,

introduced Bruce to his bride Heather, while

Heather was working with us in our restau-

rant (my night job). Bruce and Heather are a

real entrepreneurial team, and my wife and I

haveenjoyedworkingwiththemoverseveral

decades.”

Most importantly, thanks to a second mar-

riage,hehastwoyoungchildren,agessixand

eight,thatheintendstoenjoy.Healsohastwo

otherkids fromapreviousmarriage,ages17

and24.

AddedMr.Tighe:“I’mexcitedforhimthathe’s

gettingtothisstageinhislifeandveryexcited

aboutthebusinesshehelpedbuildatCBORD,

particularlythepeoplehehelpedrecruit.”

Maybehe’llalsoestablishatravelagency.His

timeatCBORD,hesaid,hasallowedhimtoac-

cumulatealotoffrequenttravelermiles.“Alas-

kaistheonlystateIhaven’tbeento,”hesaid.

“Ifthere’sonethingIcanfigureout,it’showto

salvageatrip.”

Fall 200730

CR80

New

s

Should your campus card use ISO numbering?

Perhaps the most important feature of any

credit or debit card is the 16-digit number

uniquetothatcard.ItiscalledanISOnumber,

and it is the key for linking each transaction

conducted with the card to the account and

account holder responsible for the transac-

tion.Intheearly1990’s,thesenumbersbegan

appearingonstudentIDcards,replacingear-

lier numbering schemes like Social Security

Numbersorrandomlygenerateddigits.

Butwhatmakesthese16digitssoimportant?

Whywouldaninstitutionchoosethisnumber-

ingschemeoveranother?Andhowdoesone

goaboutgettinganISOnumber?Readon.

What is an ISO number?

The International Organization for Standard-

ization(ISO)isaglobalfederationofstandards

bodiesthatworkstocreatestandardsonnear-

lyeveryimaginabletopic.Itssubcommitteeon

information processing systems, called Tech-

nical Committee 97 (TC 97), issued its speci-

fication ISO7812 in themid-1980s. ISO7812,

entitledIdentification cards: Numbering system

and registration procedure for issuer identifiers,

prescribedtheformatforastandardizedcard

numberingscheme.

Theimportanceofthestandardisthatitwas

a precursor to any attempt to build an infra-

structure of card reading devices capable of

acceptingmeaningfuldatafromcardsprovid-

edbymultiple issuers.Theinfrastructurewas

necessary for mass cost-effective develop-

mentofpointofsale(POS)andATMnetworks.

Inreality,thisnumberwasrequiredfortrans-

action routing and control while a standard

placement of the number on the magnetic

stripewasneededtoensurethatcardreaders

knewwheretolookfortheISOnumberonthe

card.Thislattergoalwasaccomplishedbythe

AmericanBankersAssociation(ABA)magnetic

stripeencodingstandard.

What do the digits mean?

The first digit in an ISO number is called the

Major Industry Identifier (MII). This number

indicates the category best describing the

cardissuerowningtheISOnumber.TheMIIis

brokendownasfollows:1=airlines,3=travel

and entertainment, 4 = banking/financial, 5

= banking/financial, 6 = merchandising and

banking,7=petroleum.

With limited exceptions, the Issuer Identifier

encompassesthesingledigitMIIandthefive

digits following it—fora totalof sixdigits. In

general, each card generated by an issuer

startswiththesamesixdigits.Giantcardissu-

erssuchasthemajorfinancialinstitutionsand

creditcardissuerswilloftenhavemultipleIs-

suerIdentifiersastheyrunoutofuniquenum-

bersinoneandmustutilizeothers.

The next nine digits form the Individual Ac-

countIdentifier.Inthesamewaythatthefirst

sixdigitsnamethecard issuer, thenextnine

digitsnamethecardholder.Actually,theissuer

canchoosetousebetweennineand12dig-

itsforthissection,resultinginanISOnumber

thatisbetween16and19digits.Thegenera-

tionofthesenumbersisleftuptotheissuer.A

skipfactororpatternisusedtoavoidissuing

sequentialnumbersandthusmakingitoverly

simpleforapersontoguessatothervalidcard

numbersbylookingatoneactualcard.

The final digit is a check digit, calculated by

applying a simple mathematical formula to

theprecedingdigits.Thischeckallowsacard

reader to perform the calculation based on

the first 15 digits it read from the magnetic

stripeandcheckitagainstthefinaldigitread.

Iftheymatch,itislikelyavalidread.Iftheydo

notcompute,thenthereaderknowsthatthe

read was bad and requests that the card be

swipedagain.

Why go ISO?

Manycampuscardprogramsareutilizingthe

ISO numbering scheme.The main reason for

thisisitsrequirementifthecardistobeused

in the established financial networks. If you

plan to enable financial functionality within

the banking networks, ISO numbering is a

must.

Whilemanycampuscardsystemsutilizenum-

beringschemesother than ISOnumbers,vir-

tuallyallcardreadersandmanufacturerscan

use the ISO number as the identifier. If you

neverplantoaddfinancialcapabilitiestoyour

cardprogram,thisstandardizationmaynotbe

necessary. However, there seems to be little

reason not to go to ISO numbering for new

programsandcardreissuances.

How does one obtain an ISO number?

You do not have to be a bank to get an ISO

number.Manyschoolsthatutilizethescheme

own their own numbers while others have

lookedtotheirbankingpartnertoobtainthis

numberontheirbehalf.Inthepast,manybe-

lievedthatthecampushadtoowntheirnum-

bersothatitcouldbeportedfromonebank

to another if contracts were moved. In real-

ity,mostschoolsthathaveswitchedbanking

partnershavebeenforcedtorecardandutilize

anewISOnumber,makingtheownershipis-

suelesssignificant.Manyfinancialinstitutions

areunabletoutilizeanISOnumberthatisnot

theirownastheirinternalsystemsaregeared

to accept only these numbers. If you have a

bankingpartnerorare inthereviewprocess,

askforinformation.

Theapplicationprocesstoobtainanumberis

simpleandcostsonly$600.Theprocesstakes

four to six weeks. In the US, applications are

processedbyISO’smemberbody—theAmeri-

canNationalStandardsInstitute(ANSI).Appli-

cationmaterialscanberequested fromANSI

by calling 212- 642-4992 or visiting them on

thewebatansi.org.

Chris CorumExecutive Editor, AVISIAN Publications

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