Square推新產品，變革收銀系統

????周二，發展迅速的移動支付新創企業Square推出支架式硬件設備Stand，iPad裝在Stand上，就能變成一款臺面銷售終端系統。Square公司首席執行官杰克?多爾西以及牽頭開發Stand的前蘋果（Apple）管理人員杰西?多羅格斯克爾周一接受《財富》（Fortune）采訪，暢談Stand對該公司的意義。以下是經過編輯的采訪記錄。

????《財富》：你們推出Stand，是為了吸引另一類商戶，對嗎？

????多爾西：Stand為大型實體商店提供便利。它們不選擇Square的借口又少了一個。

????Stand與傳統的銷售終端系統相比如何？

????多爾西：這個問題有些復雜，因為有許多不同的答案。歸根到底，Stand是一臺收銀機。你花上300到600美元，可以買到一臺夏普（Sharp）或松下（Panasonic）的收銀機?？上н@個價位的收銀機不過是一個錢柜上面裝了臺計算器。要想具有分析功能，要想具有Stand軟件中內置的部分功能，以及集成刷卡功能，可是要花上5000多，甚至將近1萬美元。這通常包含為期兩年的租約或服務協議。

????多羅格斯克爾：而且就這些產品的美觀程度而言，我們可以說開創了一個先河。同杰克剛剛描述的其他公司的產品相比，Stand既是一款實用的臺面式設備，又能令商戶感到自豪，真的很強大。

????你們的業務目標是什么？Stand是一顆搖錢樹，還是吸引更多商戶加入Square支付生態系統的一個工具？

????多爾西：我們正在為了增長進行優化。我們正在為吸引更多商戶而進行優化，這同我們當時推廣讀卡器的做法一樣。我們將Stand視為吸引另一類商戶的一種途徑。

????Square最初是為了服務微小商戶而成立的，Square的定位也是基于此。Stand的推出是否意味著Square的定位發生了變化？

????多爾西：我要說的是，Square和我們的商戶共同成長。當我們創立公司時，我們所考慮的是創建一套通用的工具，可以應對各類場景，從個人用戶到巨無霸企業都可以應付自如。我們的用戶一直在飛速發展。不過，我們可以應對這一切。最初，我們只是向拿著雜志和iPod touch的個人用戶提供幾個蛋糕，隨著業務發展，我們得準備購物車了，或者得考慮在商場里布置一個商鋪了，當然，為之定制的解決方案是必不可少的。我可以盡情發揮。如果需要收據打印機，加一個，如果需要收銀機，再加一個。

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????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.