Guy Laurence, Ronan Dunne and Tom Alexander

Everything Everywhere, Telefónica UK (owners of O2) and Vodafone UK have announced plans to create a standalone m-commerce joint venture (JV) to provide a single contact for advertisers and retailers to manage mobile advertising and mobile e-commerce products.

Although formed by the big three, the JV is open to anyone, and is aimed to simply the process of advertising a product or service across the mobile networks, allowing a single campaign to be put together, rather than individual ones with all the networks individually.

Additionally any company wishing to provide mobile payment services can set-up via the new JV and have their system recognised across all NFC payment systems. This should bring an interoperability between the existing mobile payment systems such as Orange Quick Tap and O2 and Vodafone’s soon coming NFC offerings.