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SÃO PAULO – Itaú Unibanco announced Tuesday (17) the launch of a payment terminal under the brand Pop Credicard, once entering the so-called "war of small machines" . Until then, the bank operated in this segment only with the network.
With Pop, the bank intends to participate in the small business segment and freelancers, the main focus of some products PagSeguro and Cielo. Cielo shares (CIEL3) fell 3% in the morning after the news, and closed the day steady – although Ibovespa rose by 1.93%. Meanwhile, PagSeguro, listed in New York, fell by 2.63% on the day
In the midst of fierce competition, the machine, operated by First Payment, has as differential the payment of sales in the credit at trader in two days. The average market is 30 days.
According to Marcos Magalhães, CEO of the network who spoke at a press conference, product prices will be "super aggressive" to ensure penetration into a market already dominated by other actors . One of the terminals will cost 12 times R $ 29.90, no annual fee. But the cat jump is in the transaction rates.
In this cheaper option, without a reel, the rates are 1.99% on the value of each sale of debt and 3.98% on credit demand. These values are about 20% lower than those of Pagseguro with the most similar competitor – Moderninha Plus.
Another version of the machine already in use is the Mega POP Credicard, which is similar to the conventional POS with reel for printing the receipt. The forecast for Itaú is that this year is also launched the Mini POP Credicard, a cheaper option that will work connected to the mobile phone via Bluetooth.
"Having a subcontracting treatment [a First Data irá processar, cobrando tarifas e sem badociação com o Itaú] can offer additional flexibility to this increase the likelihood of traction gain," say BBI's Bradesco badysts. "Overall, this news reinforces the idea that competition in the payment terminal segment is about to intensify," they continue.
Sales of the new product will begin Friday (20) and the company plans to deliver between 100,000 and 150,000 terminals this year. Comparatively, PagSeguro had 3.1 million active machines in the first quarter of 2018.
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