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商业 - 科技

Square推新产品,变革收银系统

Miguel Helft 2013年05月17日

Square首席执行官杰克•多尔西接受《财富》专访,大谈该公司最新硬件产品Stand——一款定价299美元的台面销售终端系统。

    周二,发展迅速的移动支付新创企业Square推出支架式硬件设备Stand,iPad装在Stand上,就能变成一款台面销售终端系统。Square公司首席执行官杰克•多尔西以及牵头开发Stand的前苹果(Apple)管理人员杰西•多罗格斯克尔周一接受《财富》(Fortune)采访,畅谈Stand对该公司的意义。以下是经过编辑的采访记录。

    《财富》:你们推出Stand,是为了吸引另一类商户,对吗?

    多尔西:Stand为大型实体商店提供便利。它们不选择Square的借口又少了一个。

    Stand与传统的销售终端系统相比如何?

    多尔西:这个问题有些复杂,因为有许多不同的答案。归根到底,Stand是一台收银机。你花上300到600美元,可以买到一台夏普(Sharp)或松下(Panasonic)的收银机。可惜这个价位的收银机不过是一个钱柜上面装了台计算器。要想具有分析功能,要想具有Stand软件中内置的部分功能,以及集成刷卡功能,可是要花上5000多,甚至将近1万美元。这通常包含为期两年的租约或服务协议。

    多罗格斯克尔:而且就这些产品的美观程度而言,我们可以说开创了一个先河。同杰克刚刚描述的其他公司的产品相比,Stand既是一款实用的台面式设备,又能令商户感到自豪,真的很强大。

    你们的业务目标是什么?Stand是一颗摇钱树,还是吸引更多商户加入Square支付生态系统的一个工具?

    多尔西:我们正在为了增长进行优化。我们正在为吸引更多商户而进行优化,这同我们当时推广读卡器的做法一样。我们将Stand视为吸引另一类商户的一种途径。

    Square最初是为了服务微小商户而成立的,Square的定位也是基于此。Stand的推出是否意味着Square的定位发生了变化?

    多尔西:我要说的是,Square和我们的商户共同成长。当我们创立公司时,我们所考虑的是创建一套通用的工具,可以应对各类场景,从个人用户到巨无霸企业都可以应付自如。我们的用户一直在飞速发展。不过,我们可以应对这一切。最初,我们只是向拿着杂志和iPod touch的个人用户提供几个蛋糕,随着业务发展,我们得准备购物车了,或者得考虑在商场里布置一个商铺了,当然,为之定制的解决方案是必不可少的。我可以尽情发挥。如果需要收据打印机,加一个,如果需要收银机,再加一个。

   

    On Tuesday, fast growing mobile payments startup Square introduced Stand, a hardware device that cradles an iPad, turning it into a countertop point of sale system. Square CEO Jack Dorsey and Jesse Dorogusker, a former Apple (AAPL) exec who led the development of Stand, spoke with Fortune on Monday about what Stand means for the company. What follows is an edited transcript of the conversation.

    Fortune: You're introducing Stand to appeal to a different kind of merchant, right?

    Dorsey: It opens the door for brick-and-mortar, high-volume (businesses). It takes another excuse off the table (for not choosing) Square.

    How does Stand compare with more traditional point of sale systems?

    Dorsey: It's a complicated question because there are many different answers to that. If you go to the very, very bottom of the line, a cash register, you can buy one from Sharp, Panasonic for $300 dollars to $600 dollars. These are unfortunately calculators on top of cash boxes. When you start getting analytics, when you start getting into some of the features that we have built into the software, integrated cards swipes, you are talking more than $5,000 and close to $10,000 dollars. That usually includes a two-year lease or a two-year agreement for service.

    Dorogusker: And when you think about the aesthetics of those products, it is a new universe we are creating here. To be able to match our merchants' pride in their own work with something that is appropriate for their countertop, something they can be proud of, compared with everything else Jack has described, is really powerful.

    What's your business objective. Is Stand meant to be a profit center, or is it a tool to get more merchants into the Square payment ecosystem?

    Dorsey: We are optimizing for growth. We are optimizing to appeal to more merchants, as we did with the card reader. We see this is as another door we opened to another class of merchants.

    Square started catering to very small merchants, and the company's identity was built around that. What does this product say about the kind of company Square is now?

    Dorsey: It says that Square grows with our customers. When we started the company it was always about building a general utility that could scale from the smallest individual to the largest entity in the world. This is definitely moving up. But there is a nice path. I can start my business, making cupcakes and start with the reader and an iPod touch. Then I can get a cart, or I can get retail space in a mall and have a solution there as well. I can add as much as I need. If I need a receipt printer, I can add that; if I need a cash register, I can add that.

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