In a matter of weeks, ETA’s Annual Meeting and Expo will be getting underway in Las Vegas. All of us at ETA are frequently asked what makes this annual gathering such an important part of the electronic payments business. This year, the question has been framed differently. It typically comes out as “why spend money on the Annual Meeting when there is so much uncertainty?”

Even with a new frame, the underlying question is still the same—and so is the answer.

Those who ask why they should come to Las Vegas in April are really trying to figure out the value they’ll receive in return for their registration fees and travel expenses, not to mention time away from their offices and customers. The answer is that the value is supplied by those who attend, and that value far exceeds the cost of attending.

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