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TELEFLORA PROVIDES THE FIRST POINT-OF-SALE PA-DSS VALIDATION FOR THE FLORAL INDUSTRY

LOS ANGELES (March 31, 2009) – Teleflora, the world’s leading flower wire service offering only hand-arranged, hand-delivered floral arrangements, today announced its Dove POS™ system PA-DSS validation, making it the first floral industry point-of-sale application to be in compliance with the Payment Card Industry Standard Security Councils (PCI SSC) Payment Application Data Security Standard (PA-DSS) program.

"Dove POS™ is the only floral industry software with PA-DSS validation for credit card security," said Shawn Weidmann, President, Teleflora. "We are proud of this accomplishment and our ongoing efforts to develop point-of-sale systems that help our member florists grow their businesses profitably and sustainably. This means our florists will have greater ability to protect their customer’s data."

PA-DSS validation assures merchants and their customers that their point-of-sale system encrypts and limits access to consumer credit card data. PA-DSS represents a specific set of requirements that a point-of-sale system must meet if it is used to process credit cards. An independent assessor approved by the PCI SSC must audit each system and assign a "pass" or "fail" to the application. Those that pass are put on the official list of PA-DSS-compliant applications.

"We understand that technology is critical to increasing the profit of our florist’ businesses, but we also know that the stealing of credit card data is a growing trend in the world of cybercrime," said Jim Talarico, Vice President, Teleflora Florist Technology.

"Teleflora first introduced its Dove POS™ system in 2006 in an effort to help member businesses save time and money.  It is crucial that our member florists and their customer’s information is safe and secure."

Teleflora’s RTI 12.6 system, a point-of-sale application used by the nation’s largest florists is Payment Application Best Practices validated, (PABP) developed by Visa. RTI 12.7 is expected to be PA-DSS validated within a few months.  Teleflora is also working on PA-DSS compliant versions of its popular Daisy and Eagle POS systems, and expects release of both in late 2009.

For more information on Teleflora’s point-of-sale systems, please visit www.myteleflora.com or call 800.615.8229.

About Teleflora
Teleflora is the world’s leading flower service offering the best choice in flower arrangements and convenient local delivery. Headquartered in Los Angeles, California, Teleflora has over 20,000 member florists throughout the U.S. and Canada, with an additional 20,000 affiliated florists outside North America. Teleflora offers industry-leading floral arrangements and gifts. Through its extensive member florists’ network, visit the web and look for the Teleflora logo or call the toll-free at 1-800-TELEFLORA, the company offers consumers fast, convenient and high-quality flowers and keepsake products.

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