Simply Tap: Mobile Payments Aimed at Mobille Shopping

A new mobile payments service, Simply Tap, will launch in the United Kingdom at the end of the summer, allowing consumers to buy any product on any mobile phone by sending a text message bearing a numerical code displayed on a billboard, for example.

The service works independently of any mobile network or handset brand. Once they have registered their name, address, preferred delivery address and debit or credit card details, consumers can buy products by entering the retailer's product code, and having the product delivered directly to the user's home.

The service will be run by the Mobile Money Network, a company owned by Carphone Warehouse,Best Buy and Monitise.

The venture is another example of the different potential business models mobile payments represents, beyond the actual payment transaction. Google sees an advertising angle, Simply Tap is an e-commerce play. Others see in-store promotion as a key way to monetize the platform.

Mobile retail service Simply Tap prepares launch