The company uses the Verifone name and logo worldwide as a primary part of the branding of the company and its products, and registers these trademarks in the key jurisdictions where the company does business, including the U.S. and the EU. As of October 31, 2013, the company held trademark registration in 22 jurisdictions (including registration in the EU that covers various country level registrations that the company had previously filed) for the ‘VERIFONE’ trademark and in 32 jurisdictions (including registration in the EU that covers various country level registrations that the company had previously filed) for ‘VERIFONE’ trademark, including its ribbon logo. On November 3, 2014, The company unveiled a new corporate logo, new brand identity that represents a new Verifone that is driving the future of commerce in a rapidly evolving digital world where electronic payments, commerce and mobility are converging. From its beginnings as the first payment device manufacturer, Verifone's product and point-of-sale service offerings have changed considerably. Verifone offer payment technology expertise, solutions and services that add value to the point of sale with merchant-operated, consumer-facing and self-service POS payment systems.