A weekly column profiling companies and personalities. This week:

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What: Displayware, Seattle

Who: Joel McConaughy, 49, managing partner and founder

Mission: Create a platform where consumers can directly download digital content to portable devices.

Carryout: The company develops Windows-based software that runs in a kiosk in a public place. Customers plug in their iPods or similar devices to snag a certain piece of digital content. If they hear a song they like in the store, then they can run a download and can be listening to it as they walk out the door.

Employees: Four full time, four contractors

Financials: The private company expects to generate revenue through software licensing, hosted services and professional fees. Self-funded until now, it is holding its first fundraising round.

Saving manual labor: While the target customer is someone who craves instant-entertainment gratification, the technology will support more educational applications. It can offer product comparisons and how-to guides in a retail store or provide medical documents in a doctor’s waiting room. “Our customer can be in Home Depot to buy supplies for a project,” McConaughy said. “They can download a ‘how-to’ video they can take home to guide them through the process.”

Local connection: There is an operating kiosk in Seattle-Tacoma International Airport in the Inmotion Entertainment store, with plans for 23 similar locations nationwide. Most of the machines will bear client names, but McConaughy has discussed the idea of installing Displayware-brand kiosks in local high-traffic locations.

Save it for later: This instant gratification doesn’t carry a penalty, as customers receive an e-mail link that allows them to download the on-the-road purchases to their home computer. “This is all about consumer convenience,” McConaughy said. “To allow people to get what they want, where they are and be able to watch it whenever they want.”

— Charles Bermant