In this profile of payment services company Braintree, it becomes clear that, like some competitors, the company understands that software developers are the first clients they have to satisfy. As payments become a function increasingly embedded, even buried, into an overall transaction flow, the elegance of the customer experience is a function of developer skill and the tools at hand. Braintree provides just such a toolset for mobile and e-commerce. An early provider of payment tokenization, the company is now setting its sights on market expansion and, like every payment service provider, increasing volume.
Braintree is gaining share and is poised to be one of the leaders in payments because it does a better job than competitors at addressing the hot button issues of developers and executives. Developers want a payments platform that is quick to integrate into their operations. Executives want the payments company to scale without a high incremental cost while maintaining high service quality.
In the last year, Ready has focused on building Braintree’s mobile client libraries — now at nearly $1 billion in mobile volume — and has expanded its international reach — moving the company into 30 countries in Europe, Latin America, and Asia. For now, Ready is deferring plans to enter China and Japan because he views their banking and regulatory environments as difficult to penetrate.
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