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Square CEO & Co-Founder Jack Dorsey. Photo by Bijan Sabet.

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In February 2009, Jim McKelvey, who’d larboard the technology business and became a bottle blower, absent an adjustment because he couldn’t acquire a acclaim agenda from a chump who basic to buy his creation. He alleged his acquaintance and Twitter co-founder Jack Dorsey. The two talked about absent opportunities in the accepted acquittal ecosystem that is bedeviled by giants such as Visa, MasterCard and PayPal.

Within canicule McKelvey larboard St. Louis, confused to San Francisco to aggregation up with Dorsey and Tristan O’Tierney and alpha alive on what would eventually become Square. It took them a ages to cobble calm a alive prototype. Dorsey formed on the back-end server, O’Tierney on the iPhone app and McKelvey formed on the accouterments and on establishing relationships with acquittal partners.

“We went through the accomplished payments action and formed on designing a aboriginal (person-to-person) acquittal system,” said Dorsey in a chat beforehand today. The San Francisco-based startup today came out of stealth with a cheep by Dorsey.

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What Is Square?

It’s about a baby alluring clairvoyant that plugs into the headphone jack of an iPhone. When a acclaim agenda (or a debit card) is swiped through the reader, it reads the abstracts and converts it into an audio signal. The microphone picks up the audio, sends it through the processors and again is baffled to Square’s software appliance on the iPhone. From there the encrypted abstracts is transmitted appliance either Wi-Fi (for iPod touch) or a 3G Internet affiliation to back-end severs, which in about-face acquaint with the acquittal networks to complete the transactions.

“We don’t abundance any advice on the devices,” Dorsey said. And because this tiny white reader, which is baby abundant to angle up on a keychain, uses the headphone jack, Square can assignment with any device: Android, BlackBerry, Symbian Phones and alike computers. “As continued as we acquire software on that device, our clairvoyant works,” said Dorsey. Right now, they alone acquire software for the iPhone & iPod touch. I acquire apparent Square alive at Dorsey’s café, Sightglass (my new admired in San Francisco), and it works as advertised.

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Who’s Square For?

When I asked Jack if this was a apparatus and a annual for merchants or consumers, he answered “for both.” Dorsey has big ambitions and wants to accredit a people-to-people acquittal arrangement that marries the accessibility of “plastic” and “mobile devices” for accustomed transactions. He acclaimed that generally on Craigslist you buy article that costs a few hundred dollars -– say, a couch. Carrying that abundant banknote for a acquirement can be a risky. On the added hand, if the agent has a Square acclaim agenda clairvoyant and the Square app installed on either an iPhone (or an iPod touch), again she can calmly acquire acclaim cards.

Square owners are accurate and absorbed to a coffer account, abundant like PayPal. Dorsey said the aggregation is alive adamantine to abate the time of affidavit to a few account from a brace of days. The blow of the acquittal action is appealing agnate to PayPal. You get an SMS and an email with acceptance and the details.

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While I acclaim the abstraction of anybody owning a Square device, the hurdles are manifold. Square would charge to abutment abounding altered devices. Having followed the wireless industry continued enough, I can acquaint you that architecture and acknowledging an appliance for altered platforms is as boxy as aggressive a beeline bank of rock.

In comparison, merchant acceptance of Square would be a no-brainer. When I visited India, I came beyond pizza deliverymen and grocery abundance commitment association who agitated a wireless-enabled acclaim agenda machine, which about did what Square does. In cities like New York, it is accepted to acquisition taxicabs with wireless-enabled agenda readers. Square takes it one footfall added and turns any wireless accessory into a agenda reader.

Why Square Exists & Who Should Be Worried

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I anticipate that this is absolutely disruptive. The acumen Square exists is because of three macro trends: the pervasiveness of the adaptable Internet, the access in the use of cyberbanking acquittal systems and best importantly, the availability of low-cost, always-on computers (aka smartphones) that acquiesce adult software to conduct circuitous tasks on the go.

The alliance of accretion and connectivity after the shackles of actuality tethered to a area is one of the better confusing armament of avant-garde times. It is (and will continue) to redefine business models, for decades.  Square is artlessly benumbed these waves.

My appearance is that Square (or article like Square) is activity to agitate the businesses of companies such as VeriFone and Sym, a analysis of Motorola that makes point-of-sale devices. Verifone makes a $900 wireless acclaim agenda terminal vs. Square, which runs on a $299 iPod touch. I blow my case. Will Square (or addition Square-type company) be a success tomorrow? Apparently not! But in a few years, the arduous economics of it is activity to about-face the course adjoin the committed accouterments makers.

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Dorsey, who was accurate to break abroad from allotment his competitors, said his company’s focus is on software and authoritative software do circuitous things. The software may add facial acceptance capabilities, appropriately authoritative the transaction action alike added defended and painless.

What’s Next?

Square’s abeyant is such that the aggregation is said to acquire aloft about $10 actor in allotment from Khosla Ventures and several angels, including abounding Hollywood stars. Gideon Yu, above CFO of Facebook and now a accomplice at Khosla Ventures, is the one who invested in Square. Various sources in Silicon Valley adjure that this has been a abundant approved accord for adventure capitalists.

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Many of them will apparently acquire a adventitious to advance in this company. For Square, if it absolutely wants to bear on its ambitions, will charge added than aloof luck –- it will charge capital. And there is no abstinent that the challenges adverse Square are many. But the artlessness of the idea, the adventurousness of the company’s dream and the aggregation of assorted technology trends accomplish Square a aggregation to watch.

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