Apriva To Unveil Enhanced Go-To-Market Initiatives at ETA 2011

“Freedom To Choose” Campaign Enables Partners and Merchants to Select Mobile Payment Solutions That Address Specific Business Requirements

Scottsdale, AZ May 4, 2011—Apriva, the leading provider of end-to-end wireless transactions and secure information solutions, today announced  it will introduce  “Freedom To Choose,” a comprehensive initiative to deliver flexible and scalable mobile payment solutions to partners and merchants, at the upcoming 2011 Electronic Transaction Association (ETA) Annual Meeting and Expo.  ETA is scheduled for May 10-12 at the San Diego Convention Center in San Diego, CA. Apriva will exhibit at booth 802 throughout the exposition.

“For many years, Apriva has been widely recognized for its ability to provide robust and secure mobile payment solutions for all types of merchants and businesses,” said Bill Ramsey, vice president of AprivaPay for Apriva. “The ‘Freedom To Choose’ concept takes this philosophy to a whole new level. Our approach is to acknowledge that merchant acquirers and merchants have very real preferences in terms of mobile devices, processing platforms and financial institutions. Apriva’s goal is to offer a mobile payments platform which allows customers to choose the products that work best for their specific organization.”

As part of the “Freedom To Choose” program, Apriva will continue to support an expansive array of mobile payment endpoints, including made-for-purpose terminals and iPhone, Android, Windows Mobile and BlackBerry smartphone devices. In addition, Apriva’s longstanding relationships with industry-leading processing platforms, financial institutions and carriers, give merchant acquirers and ISOs the broadest portfolio to create mobile payment solutions that address specific business requirements for their merchants.

“Our research indicates that a growing number of businesses see mobile payment solutions as a viable means to improve sales and enhance customer loyalty,” said Brent Iadarola, program manager for Frost & Sullivan. “Rather than try to force ’one size fits all’ offering onto merchants, Apriva’s unique approach in allowing providers and merchants to create mobile payment solutions that fit into specific ecosystems makes tremendous sense. I expect the ‘Freedom To Choose’ initiative will be particularly well received by both partners and merchants who see mobile payment solutions as a viable business strategy.”

About Apriva
Founded in 1999, Apriva is the leading provider of end-to-end wireless transactions and secure information messaging solutions that meet the exacting security and reliability requirements of financial services providers, government entities, and public service sectors. Through its two operating groups, Apriva Point of Sale (POS) and Apriva Information Security Systems (ISS), the company offers customers fully-managed, end-to-end, security solutions that incorporate hardware, software, network infrastructure and management tools. For more information, visit www.apriva.com.

Apriva Contacts:
Robin Houston

Glenn Goldberg
Parallel Communications Group