What it is: A 20-year-old Orlando maker of laser display software. In 2003, it branched out into software that processes text messages and then displays them using video or lasers.

How it works: In a nightclub, the crowd can flirt, chat, request songs or vote in contests by sending text messages, which are flashed on a screen for all to see. The system can monitor the messages for unacceptable language either automatically or manually. It captures the wireless numbers of the message senders, usually on an opt-in (permission given) basis and can target the crowd with future text message ads or coupons.

Target market: The company is targeting nightclubs and bars, trade shows, concerts, sporting events and churches.

Development team: Led by William Benner, president and chief technology officer, Pangolin has 13 software designers around the world.

Sales: Pangolin's annual sales are about $1.2 million, says Benner, with about 10% coming from the text messaging applications. The basic software system sells for $995; a high-volume application system with special features is $2,395.

That name: A pangolin is a long-tailed, sticky-tongued tropical mammal found in Asia. It is similar to an anteater. Benner says he was looking for a unique name.

Website: pangolinsms.com