Even though it has had a presence in the market since 2014, Square Inc. has made its launch in Australia official as it begins to offer payment processing and sales of its mobile point of sale hardware and software.

Australia becomes the fourth major market for Square since 2012, joining the U.S., Canada and Japan.

“With Square Reader in Australia, we’re empowering local sellers with the tools they need to start, run, and grow their businesses," Jack Dorsey, CEO of Square, said in a March 8 press release.

"This is an important step for our company and an exciting moment for a market so committed to innovation and an entrepreneurial small business community," Dorsey added.

Square launched its mobile point of sale app, Square Register, in November of 2014 in Australia and opened its Melbourne headquarters in May of 2015.PayPal launched its EMV card reader PayPal Here in Australia nearly two years ago, about the same time Square began establishing its presence in the market. 

Square will use the same pitch in Australia that it has used in other markets in advancing the concept of a mobile card reader for those who previously had no method of accepting payment cards — that it takes only minutes to get set up and securely accept card payments via Visa, MasterCard, and American Express.

The reader pairs with Square’s free point-of-sale software, which delivers tools ranging from accepting payments to analyzing sales data and tracking inventory.

Square is partnering with Cuscal, an Australian banking services company with more than 40 years of experience in the market. “Our partnership with Square is a perfect example of skills complementing each other,” said Craig Kennedy, managing director for Cuscal, said in the release. “Square has brought a fantastic new product to market which we think will help thousands more companies offer a better payment experience to their customers.”

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