Adyen will focus on Europe for the moment, Prins said, although it has offices in U.S., Brazil and Singapore among other places.
Because of the pricing, Adyen has the potential to be disruptive to the likes of Verifone, a big player in the point-of-sales terminal market, said Alex Kwiatkowski, research manager at IDC Financial Insights.
In the retail store market it probably wins over the competition because of its price, "which is a lot lower than going for one of the more traditional point of sale equipment manufacturers," he said.
Adyen's timing is also good, because larger retailers are looking for new ways to sell during the economic crisis, he said.
Apple was one of the pioneers in giving sales staff a means to take card payments. "But just because this works for Apple doesn't mean that it is going to work for every retailer," said Kwiatkowski, adding that he expected it could work well for high end retail stores.
"It is not a revolution that is going to change retailing over night," said Kwiatkowski. "But I think we are going to start to see a transition."
Loek is Amsterdam Correspondent and covers online privacy, intellectual property, open-source and online payment issues for the IDG News Service. Follow him on Twitter at @loekessers or email tips and comments to email@example.com