The company's new product offering will be unveiled at the ASD/AMD trade show (the nation's largest variety merchandise trade show) at the Sands Expo Center in Las Vegas, Nevada August 12, 2007.

The First Data POS Value Exchange replaces a cash register and traditional point-of-sale terminal with a computer-based system that delivers a complete store management solution with greater information security, speed of transactions and more flexible payment options for customers.

POS Value Exchange leverages three companies' core competencies: 1) First Data's payment processing power for virtually all forms of payment, from credit and debit to gift cards and checks; 2) Microsoft Dynamics - Point of Sale 2.0 software from Microsoft designed to manage inventory, track sales and improve customer management; and 3) a rugged, retail-specific point of sale hardware solution from HP. Specialty retailers will find that the system's touch-screen display and ability to accept virtually all forms of payment will improve customer service and speed up transaction time. Retailers also will be able to track purchase behaviors and identify buying trends to improve inventory management and save valuable time.

"First Data is excited to have Simplefy on board offering our POS Value Exchange solution to their customer base," said Christina Ahlstrom, vice president of Product and Business Development at First Data Commercial Services. "This single solution enables small merchants to have the power to manage their inventory, understand and track customer buying behavior and offer an enhanced consumer experience by accepting virtually all forms of payment - from credit, debit and gift cards to checks."

"Simplefy is looking forward to offering the First Data POS Value Exchange to our merchant clients; it's a world class Point-of-Sale solution. We see a strong demand in the marketplace for an easy to use and cost effective POS system," said Julie Borges, Executive Vice President at Simplefy, Inc.