Smartphones, iPads become the new cash register

  • Alma Godinez uses a credit card to ring up a sale on Sift's cupcakes mobile unit, Friday July 20, 2012 at Iron Horse Vineyards in Forestville. (Kent Porter / Press Democrat) 2012

We've all seen the dreaded "cash only" sign on the windows of restaurants or mom-and-pop shops that don't accept credit cards.

But the growth of smartphones has enabled retailers and consumers to explore alternatives that make paying with credit cards as simple as tapping on the screen of your cellphone.

Smartphones are increasingly being used as a shopping tool. Nationwide, an estimated 123 million smartphones will be sold this year, according to Strategy Analytics, a Newton, Mass., firm. And by 2014, half of all mobile phone users worldwide will be using their phones to pay for goods in stores or online, according to Juniper Research, a UK firm.

Around Sonoma County, the hot item hitting the streets is Square, a mobile credit card reader that plugs into the headphone jack of a smartphone or tablet.

At Santa Rosa's Wednesday Night Market, retailers selling frilly headbands and turquoise jewelry raved about their new ability to easily accept credit cards. Many had iPhones with the Square Card Reader. After retailers swiped the cards, customers would sign on the seller's smartphone screen and get a receipt in a text message or email. The system also works on iPads and Android devices.

"It's a lifesaver," said Erica Gallo, 40, a Santa Rosa artist who fashions leather skirts and accessories out of recycled materials. "I did this for a year and a half without Square, and even though it takes money from me, it's tripled my income."

Square, based in San Francisco, launched its mobile credit card reader in October 2010, and it took off. More than 2 million individuals and businesses now use Square, and the company processes $6 billion a year in payments, spokesman Aaron Zamost said.

It accepts all major credit cards, and charges the vendor 2.75 percent of each sale when a card is swiped, and slightly more if a credit card number is manually entered. Then Square pays an undisclosed portion of those fees to the credit card companies.

"We're trying to keep prices as low as possible for small businesses," Zamost said.

The customer's credit card data doesn't stay on the phone, and is encrypted at the moment the card is swiped, Zamost said.

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