“When customers see it, they either say ‘What is that cool device?’ or ‘Hey, that’s Square,’ ” says Mendoza, 32, who used to struggle with a bulky payment device that was slow to pay him and hard to store records on.

Within a week of using Square, Mendoza was sold on the device — as were his customers, many of whom would rather pay with a credit card instead of cash. “I wanted simple, and got it,” says the cab driver.

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