That phrase may take on a whole new meaning as automobile drivers encounter Ten Square's (www.tensquare.com) new point-of-sale network, named the OuterNet network, online since January in the States.

The system is integrated with the gas pumps and allows drivers to download MP3 music files, video clips and even do things like printing a coupon for a free cup of coffee at the gas station, all within the approximately 4 minutes that it takes to fill the average gas tank.

Ten Square has already inked collaboration deals with many of the big petroleum firms including Texaco, British Petroleum and Chevron, and all of the major gas dispenser manufacturers. They also partner with content providers, and credit card verification service providers in a robust revenue sharing model.

The aim of this effort is not your the small mom-and-pop gas station but what Ten Square 'petroleum facilities.' These sites usually include a convenience store and/or fast food restaurant in addition to just selling gas. Surveys show that on average, petroleum facilities can sell ten to twelve times the amount of gasoline as ordinary gas stations. And that means that many more potential Ten Square customers.

With linkups between the point-of-sale devise at the gas pump, a local area server placed at the gas station and Ten Square's global processing center, customization and personalization are key features on the new systems.

Based on the time of day and what type of gasoline they buy, the system will profile the customer and decide which applications and services to make available to best suit the customer. These profiles are created locally for each facility and are used to adjust the services offered, perhaps discount coffee in the morning or instant coupons for various types of fast food and desserts. Perhaps customers buying premium gasoline will be offered other vehicle preventive maintenance options.

Ten Square, which hopes to reach over 150 million consumers by the end of this year, likes its de facto position as 'the Microsoft of point-of-sale devices.' The scope of Ten Squares revenue sharing model goes way beyond a bunch of simple two way partnerships. They have already mapped out plans for multi-dimensional revenue-sharing relationships between almost all of the participants including the facility owner, the gas pump maintenance service provider, the petroleum company and the information content provider.

Convenience store operators want to do more than sell gas, they want to bring the customers form the pump into the store. And that is where coupons - printed at the pump - come in. Other techniques include frequent customer point programs, personalized news, giveaways and prizes on pumps and TAM and vending machine at the petroleum facilities.

Sensoria - Wireless automotive systems.

Also in the works is a collaboration project with Sensoria Corporation (www.sensoria.com), a world leader in networking embedded systems through wireless and wire-line technologies. Sensoria is now in the final test phases of its its in-vehicle AutoWINS network. These systems, developed in conjunction with a number of automobile manufacturer OEMs, are planned for full launch this summer.

What does it all mean for the user/driver? How about downloading an MP3 file from a Ten Square-enabled pump to your Sensoria-enabled car in around 60 seconds? Want movies? You can also download - also in about a minute - a video of new release movie preview trailers - wirelessly - just by pulling up to the pump.

The Sensoria network also encompasses about 300 diagnostic touchpoints inside the wired automobile. The Sensoria system,  using the high bandwidth of the Ten Square wide area network sends real time diagnostic information from the car to the gas pump's  screen. If the oil is low or in need of change or the tires are under inflated or even if the gas tank cap is loose or open, a message will tell the driver as he checks the pump.

Commercials and junk mail at the gas pump may not be far behind.