Everything Everywhere, O2 and Vodafone have been working together on a mobile commerce joint venture (“JV”) which has today has received unconditional clearance from the European Commission.

Guy Laurence, Ronan Dunne and Tom Alexander

The mobile commerce joint venture is aimed at getting one consistent backend platform to better enable mobile commerce.

The service will be available to all retailers, including other mobile networks, and aims to provide a simple method by which to advertise and accept mobile payments for both consumers and merchants.

The JV will also create a single point of contact for media agencies along with the retailers and enable them to create effective campaigns to target the opt-in customer base that will be formed from the new JV.

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.