The Electronic Transactions Association is a trade association for the payments industry, which hasn't always been known for excitement. But that's changing quickly and the ETA is fully embracing the change.

The organization has announced that it will present an award this year at its annual meeting for payments innovation. ETA also announced that, thanks to a grant from the Bill and Melinda Gates Foundation, it will be giving payment startups a chance to exhibit for free at this year's conference.

"The 2013 ETA Show is focused on new technology in the mobile payments space," said Jason Oxman, CEO of ETA. "With support from the Gates Foundation, the 2013 show will unveil the most innovative new financial products and services coming from best and brightest minds in the world."

The 2013 ETA Annual Meeting and Expo will be held in New Orleans from April 30 to May 2. It will feature more than 200 exhibitors and will bring together more than 3,000 electronic payment professionals. It will also offer space to six startups selected by a panel of judges.

Additonally, startups exhibiting at the conference will compete for a $10,000 prize for most innovative payment startup. Judging will occur at the conference, and the company's solution must actually be demonstrated as either a prototype or software mockup, the ETA said. The prize will be awarded to the company that shows a new electronic payments technology or product with potential to make an impact on the global market, with an eye toward unserved or underseved consumers. (Companies can apply for consideration to receive booth space and compete for the award at the ETA site.)

The focus on innovation in payments is a part of a larger effort by ETA to expand its annual meeting. The organization's conference will also devote significant attention to mobile payments, specifically, including an exhibit pavilion focused on the mobile payments industry, a new mobile payments committee made up of 90 representatives from the industry, and a one-day conference on mobile payments.

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