Tanla Solutions and O2 to market WAP services

Tanla Solutions Ltd has announced BSE that Company and O2 have entered into an agreement under which Tanla may sell or market commercial WAP services to any O2 Subscriber via PayForlt mobile billing services in the UK. Tanla Mobile - selected earlier this year as an intermediary granted 'accredited payment' status across all mobile operators — will work closely with O2 in the delivery of PayForlt mobile payment services.

PayForlt is the cross operator initiative that has been heralded as a future driving force behind making mobile commerce a reality for UK consumers, content and service providers alike. On the September 01, 2007 operators such as O2 are permitting accredited partners to deliver PayForlt (a WAP based billing service) as part of their offering.

PayForlt enables a 'click and buy' experience similar to a purchase consumers make on a mobile operator portal or 'traditional' internet shopping.

PayForlt is a true micro transaction initiative as consumers can buy goods and services priced up to a maximum of £5-£10 depending on the operator. It is believed that PayForlt will become the de-facto standard for payments of this value as consumers are expected to increasingly use their mobile device for low value transactions.

Speaking about Tanla Mobile's appointment as an accredited payment partner, Gautam Sabharwal, Director for Tanla Mobile, said: "PayForlt will be an important turning point for the mobile industry. There has been much debate and action focused on improving mobile billing. The interest we are seeing from customers supports this; the demand for mobile services has never been greater."

PayForlt is a massive departure for the mobile industry and provide consumers with a greatly improved mobile experience. Due to the limitations of current payment technologies mCommerce has been categorised by the sales and downloads of ring-tones, pictures, logos and novelty purchases. The evolution of a single and seamless payment service will see the mCommerce marketplace grown inexorably.

PayForlt will also help digital content providers in monetising mobile search engine traffic leading to greater consumer uptake of mobile services and increased return on investment.

Source : Equity Bulls

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