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Everything Everywhere, O2 and Vodafone’s m-commerce JV has a green light

It’s not often that you see the PRs of three major operators playing nicely. Today, however, the stars have aligned. Here’s a statement from all three of them about their upcoming m-commerce JV. I just hope this doesn’t go the way of the Wholesale Application Community (“WAC”) which spent a lot of money and went absolutely nowhere.

Here’s the text from the operators:

Everything Everywhere, Telefonica UK (O2) and Vodafone UK welcome today’s news from the European Commission that their mobile commerce joint venture (“JV”) has received unconditional clearance.

At the heart of the JV is a desire to bring to the UK an easy and effective solution for businesses to create and for consumers to enjoy mobile marketing and wallet services. With EC clearance received, the job of getting the JV up and running as quickly as possible can begin, starting with the hiring of the necessary people and the creation of the new company.

The mobile marketing platform is expected to be the first part of the business that is brought to market. The JV has the potential to transform the mobile marketing landscape in the UK. It will remove a number of the barriers that currently inhibit growth and create a single channel with access to millions of UK consumers at launch. It will provide a single contact point for media agencies, retailers and brands, enabling them to create campaigns that will reach millions of opted-in mobile users. This will apply across the majority of handsets, operating systems and mobile operators. For consumers, this means they will be able to receive the discounts and offers that they want to receive from the brands that are relevant to them.

In mobile payments, the JV will benefit businesses and consumers by accelerating the deployment of mobile wallets and associated services in a secure way. Through the solution offered by the JV, businesses will be able to connect once in order to offer a wide variety of mobile wallet services – including payment and loyalty cards – to millions of consumers on the majority of handsets, operating systems and mobile operators. It will give consumers a simple and secure shopping experience, allowing them to purchase goods and services using their handsets in physical locations such as shops, using contactless technology, as well as online.

The shareholders remain committed to making the JV services open to all, including all operators and MVNOs, 3rd party publishers, banks, advertising agencies, retailers and any company that wants to engage in this space. The partners in the JV believe it has an important role to play in helping to keep the UK at the forefront of digital innovation, creating jobs, promoting innovation and stimulating competition.

Can these guys actually deliver? I hope so.

By Ewan

Ewan is Founder and Editor of Mobile Industry Review. He writes about a wide variety of industry issues and is usually active on Twitter most days. You can read more about him or reach him with these details.

7 replies on “Everything Everywhere, O2 and Vodafone’s m-commerce JV has a green light”

3 have always had a massive interest/influence over Payforit, so I’m not overly surprised. Usually keep their fingers in the wrong pies.

Not overly surprised – 3 have huge interest/influence in the Payforit project. The Maidenhead ‘massive’ continually keep their fingers in the wrong pies…

Technically 3 were invited and refused to join according to people involved 🙂 I’m sure it will come up in the next court case 3 bring against the rest of the industry for ‘stopping them being a success’

basically the UK mobile industry has woken up to the fact that if they don’t get together and do it….Apple or Google will, and then they are stuffed. There is little enough margin to be made in card payments as it is and Apple or Google getting involved will leave nothing for the operators. Unfortunately they need to deliver this with the seemless and simple customer experience that Google or Apple WOULD deliver it with or else no one will use it, and the operators record in that is…spotty 🙂

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