– a developer of app-based mobile payment systems for automated retail based in Portland, Ore. – has named Cecil Ledesma its new vice president of enterprise sales. Ledesma spent the last 20 years at USA Technologies, most recently leading the company’s regional accounts team.
In his new position, Ledesma is responsible for expanding the PayRange network, which currently serves more than 2,000 operators across 350 cities within the U.S. and Canada.
“I’m thrilled to join the PayRange team,” he said. “There is a fundamental shift happening with everyday consumers – they are looking not only for convenience, but also a richer experience. With decades spent in cashless payment, I see the opportunity to take automated retail to the next level with an app-based platform.
“A mobile app experience offers much more than payment and serves the consumer on a personal level based on purchasing behaviors. It also provides the opportunity for brands to hyper-target a segmented user set to motivate action with rewards. Today’s connected consumers expect all of this in any shopping experience, and the exciting part is the technology is available to even exceed their expectations tomorrow.”
The automated retail sector today consists of more than 30 million machines worldwide, generating an estimated $1.1 trillion each year, according to PayRange statistics.