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The ATM commodity or differentiator? With a strategic approach to self-service, ATMs meet...

For a technology and services company like NCR, success relies not just on delivering best-in-class solutions, services and support but on building strong relationships with our customers. It also means listening, learning, being responsive and sharing with them our long-term strategy.

As the price of technology falls, there is a risk that self-service, via ATMs, will lose its place as a strategic delivery channel and become a generic, undifferentiated commodity. The effect would be a regression from high-profile customer touch-point to utilitarian cash dispenser.

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