Here is their summary:
"The key to protecting interchange fees from over regulation is proving their value to merchants, argues Aneace Haddad, chairman of Welcome Real-time. Haddad's company has developed a product that allows merchants to use data stored inside payment cards to deliver targeted promotions to customers at point-of-sale. Haddad explains how solving a problem for merchants, such as marketing, could lead to acceptance of interchange fees as a useful component in the payments environment."
My original paper is available here.