That's an easy, catch-all thing to say - but actually means...

That's an easy, catch-all thing to say - but actually means nothing.

I'm a retailer (liquor industry) and use a bespoke POS system. Tyro integrates brilliantly with it - as well as 100's of other POS systems without the need for additional software - plug & play. This their major strength.
I see them as direct competitor to the Big 4 / established merchant service providers, and they are growing their market share.

Their fees are significantly cheaper (look up least cost routing), they have Xero integration for payroll, the Tyro bank account for same day settlement & the real-time remote transaction monitoring (through the app) - all adds up to make
a compelling product for SME's like mine.

Yes Apple / Square & other providers might take some market share of the Sole Traders / Market stall holders, but that's not where the majority of the market it, or margin lies. Tyro have their sights set on big retail & hospitality groups, Medical clinics, & bank / telco partnerships.

Let Apple / Square have the home made chutney & scented candle market.