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TheAmazingJourneyYoureoutshoppingandswipeyourcreditcardtomakeapurchase.Duringthetwosecondsittakesforthetransactiontobeapprovedthedataistravellingadistancethatisequivalenttogoingtothemoonandback.Itgoesfirsttoyourcreditcardcompanythentoyourbankandthentocreditcheckingorganizations.Thentheauthori-zationtravelsbacktothepointofsale.YoumaynotgivemuchthoughttothisamazingjourneybutAmitChhabraandhisemployeesthinkaboutiteveryday.ItstremendoussaidChhabra.Wealltakeitforgrantedwhileshop-pingbuttherearemanynuancesinthatprocessthatdependontheefficiencyofthesoftwarethatsinsidethebox.AmitChhabraisCEOofTranSENDITacompa-nylocatedattheBurlingtonCountyCollegeBusi-nessIncubator.Hiscompanyiswellonitswaytoestablishingitselfinthecreditcardterminalindus-tryprovidingefficiencyandinnovation.WhenChhabrafirststartedTranSENDsomeofhisfamilyfriendsandcolleagueswereskeptical.Folkswouldsayitsacreditcardterminal.ArenttheyalreadyoutthereDontpeoplehavewhattheyneedWhatelsedoyouhavetodoYouswipeacardanditworkssaidChhabra.ButheexplainsEverysixmonthsthecreditcardcompaniesupdatetheirrulessothereisarotatingdoorofactivityjusttokeepupwithwhattheyrechanging.TranSENDsuppliesitssoftwareformanyofthestandardcreditcardreadersinthemarketplace.Creditcardreadermanufacturerstypicallysellreaderstotheserviceproviderswiththeirownsoftwarethatsuniquetothatdevice.Butwhencreditcardprocessingserviceproviderspurchasethereadersfromthemanufacturerstheyalsohavetheoptionofinstallingsoftwareotherthanthemanufacturersstocksoftware.TranSENDscustomersarenowplacingthousands--andinsomecasestensofthousands--ofcardreaderswithTranSENDsoftwareinthefieldeverymonth.WeoffersoftwarewithsuperiorcapabilitydesignandarchitecturesaidChhabraandthemarketisrespondingwell.Inadditiontothequalityofthesoftwareitselfserviceprovid-ersalsobenefitfromhavingthesamesoftwareproductinallofitscardreadersde-spitehavingreadersfromdifferentmanufacturers.Whereasinthepasttheserviceproviderwouldfieldhelpdeskcallsthatcouldinvolvenumeroussoft-wareproductsaserviceprovidercannowsellde-vicesfromdifferentmanufacturersbutonlydealwithcallsaboutonetypeofsoftware.TheeaseofhelpdeskserviceisahighpriorityforChhabrawhoasanemployeeatseveralstartupcompanieswasfrustratedwhenhisemployerswouldcutcornersonlytolatersufferfromacus-tomersupportstandpoint.ChhabrasfrustrationledhimtogooutonhisownasCEOofTranSEND.HemovedfromNewYorkCitytoMountLaurelNewJerseywhereheboughtahouseandworkedoutofhisbasement.Hehiredhisfirstemployeein2005andthenlaterthatyearmovedintotheBur-lingtonCountyBusinessIncubator.Henowhas10employeesandhasexpandedintotwoadditionalsuitesattheincubator.TheincubatorhasbeenphenomenalsaidChha-bra.IvehadpeoplefromFortune500companiesmeetwithushereandtheyvebeenimpressedwithwherewerelocated.Itsanicecleanfriendlylocation.Andbecauseofnearbyuniversitiesandthevarietyofcompaniesintheareathelaborpoolisphenomenal.Imthrilledabouttheresourcesthatwehavehere.Itsperfectforgrowingabusiness.TranSENDisindeedgrowing.WereatthecuspofwhatIbelievetobeexpedientialgrowthsaidChhabra.ThefirstversionofourplatformisnowinthemarketthereareseveralpeoplethatareusingitactivelyandfromeverythingweveheardthisisthewaythattheyneedtogravitatetocutcostsintheirinfrastructurethisisthewaytheyneedtoPage2Continuedonnextpage