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Some observers noted that Square, a headline-grabbing startup that has raised more than $200 million in venture capital, was too entrenched in the micro-merchant niche for VeriFone to dislodge. Square launched its service in 2010. “This tells us is that the strategy of going head to head with Square is a silly thing to do,” says mobile-payments consultant Todd Ablowitz of Centennial, Colo.-based Double Diamond Group. “They have a long lead, fabulous marketing, and a very low-cost operation.”

Digital Transactions, December 19, 2012