As consumers adopt self-serve technologies such as Android kiosks, interactive digital signage, and contactless payments, Independent Software Vendors (ISVs) and Value Added Resellers (VARs) have an opportunity to fill the current gap in the market. By becoming industry experts, helping customers save money by improving operational efficiency and reducing costs, and understanding their customer's customers' needs, ISVs and VARs can establish themselves as trusted advisors in the eyes of their potential and current customers. This is particularly relevant during the pandemic, where businesses are prioritizing operational efficiency and investing in new technologies to comply with social distancing guidelines, providing a prime opportunity for ISVs and VARs to capitalize on the latest payment technologies and win customer loyalty.