Italian operators support new mobile payments solution

Reply backed by six mobile networks.

3 Italia, Fastweb, Poste Mobile, Tim, Vodafone Italia and Wind are working with the system, which introduces a new method of online payment through mobile phones for suppliers of digital content.

The whole 'pay by mobile' space is heating up now, with companies like Boku, Zong and another Italian specialist Onebip also active in it.

Digital merchants like it because it extends their user base beyond those with credit cards.

Consumers like it because of the user experience, which recognises the buyer and sends a temporary password by SMS to their phone that they use to complete the purchase.

Filippo Rizzante, executive partner of Reply, said: “In view of the fact that this country has the highest number of SIM cards per person in Europe – around 89 million – and that we have the highest smartphone ownership, it’s understandable that the main Italian mobile operators developed an interest in mPayment.”