n the exhibit hall of the Electronic Transactions Association's (ETA) 2005 Annual Meeting and Expo, 178 companies set up booths and competed for attention. It was easy to lose sight of the showcased products and services among all the gimmicks and giveaways. This year, however, two companies devised an unusual way to impress attendees before they even set foot in the exhibit hall.

WAY Systems Inc., a mobile POS solutions provider, and Merchants Billing Services Inc., an ISO based in Las Vegas, teamed up with Personal Sedan Services LLC, a Las Vegas limousine service, to promote their mobile-phone based credit card processing solution.

The companies offered a number of ETA attendees a free limo ride from the Las Vegas airport to the Mirage Hotel and Casino, where the conference was held. The catch: Attendees had to pay for their rides with a credit card, but would be reimbursed later.

The companies equipped limo drivers with WAY Systems' Mobile Transaction Terminal (MTT): a card reader attached to a mobile phone accompanied by wireless printer (and a sheet of instructions). Before driving to the hotel, drivers swiped passengers' cards, entered the amount of the fare and then printed receipts for the passengers to sign.

Robert Richard, who has driven for Personal Sedan Services for two years, gave the solution "two thumbs up." He said he likes that he receives card authorization almost immediately, "so someone doesn't get a ride and then run off without paying. The driver doesn't lose money, and accepting credit cards is safer," Richard said.

Sometimes he carries a significant amount of cash with him, which doesn't make him feel safe. "It's best to get the fare upfront, and swiping the card before you drive off does that," he said.

More than 40 people participated in the promotion, and Personal Sedan Services rang up $2,000 worth of transactions. The limo company liked the solution so much that it bought 10 units, according to Damien Balsan, Vice President of Marketing and Business Development for WAY Systems.