Apple has received extraordinary attention for its announcements last week as is always the case when the tech giant announces new models and new products. While we applaud Apple’s innovation and its ability to engage people all around the world with its technology, there are many businesses and individual innovators who receive little or no attention.

Take POS software, the spare we work in. It’s not glamorous or fashionable. However, if we get it right and engage appropriately with our customers, we make small retail businesses more profitable.

This coal face work with small and independent retailers is more important economically to Australia and New Zealand, the two main countries in which we trade, than Apple selling its devices and paying minimal tax.

We help people into business by making it easier for them. We help people find work by providing a skill they can learn and that is transferable.

What we do in our small and independent software company is economically valuable.

Later this week we release a software update that takes what we do to an entirely new plane. We won;t get Apple like hype but we do hope to help our customers enjoy their businesses more and make more money from them.

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