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London, 08 October 2007 Tanla Mobile and O2 have entered into an agreement under which Tanla may sell or market commercial WAP services to any O2 Subscriber via PayForIt 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 PayForIt mobile payment services.

PayForIt 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. Since the 1st September 2007 operators such as O2 have permitted accredited partners to deliver PayForIt (a WAP based billing service) as part of their offering.

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

PayForIt 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 PayForIt 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.

Nigel Dean, Head of Interactive Sales, O2 UK, said: “The mobile payments market has been growing exponentially with an increased consumer demand for digital content and services. O2 is committed to working with partners such as Tanla Mobile to provide the next generation of mobile commerce through the Payforit mobile payments initiative"

Speaking about Tanla Mobile’s appointment as an accredited payment partner, Gautam Sabharwal, Director for Tanla Mobile, said: “PayForIt 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.”

PayForIt 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.

Payforit 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.


About Tanla Mobile

Tanla Mobile is a leading innovator of next-generation mobile application solutions, m-commerce and interactive services. Tanla Mobile specialises in developing mobile applications and platforms for the Mobile Telecoms, Media and Digital Communications sector. Tanla Mobile works in partnership with global mobile operators across Asia, Europe and North America to deliver and bill mobile content over SMS, WAP, MMS, Video, etc.

With direct connections and commercial revenue sharing agreements with global mobile operators including 3 (Hutchison 3G), O2, Orange, T-Mobile, Vodafone, Virgin Mobile and several Indian network operators, clients use its carrier-grade technology platform and application development expertise for immediate deployment of interactive mobile services. Its product suite includes Mobile Payments Solutions, Campaign Management, Content Management, 3G Video Management and Interactive TV Management applications, all of which are supported by powerful online reporting and CRM tools.

Based at Hyderabad, Tanla is currently in process of expanding its global operations having already established offices in London, New York and Singapore.

Tanla Mobile is a wholly owned subsidiary of Tanla Solutions Ltd,, an established Telecom Infrastructure Solutions provider with strong coverage in the Asia Pacific region. Through its relationship with Tanla Solutions, Tanla Mobile has immediate access to a large team of highly-skilled software engineers and analysts providing application development and technical support from their 300-seat facility in India. This offshore development capability results in a fast time to market with new technologies, and significant cost and time savings for clients. For further information visit

About O2

O2 is a leading provider of mobile services to consumers and businesses in the UK. These services include voice, text, media messaging, games, music and video, as well as always on data connections via GPRS, 3G and WLAN. Every month, O2’s 17.8 million customers send well over a billion text messages. O2 UK is part of Telefónica O2 Europe which comprises mobile network operators in the UK, Ireland and Slovakia along with integrated fixed / mobile businesses in Germany and the Czech Republic. Telefónica O2 Europe also owns 50% of the Tesco Mobile and Tchibo Mobilfunk joint venture businesses in the UK and Germany respectively as well as having 100% ownership of Be, a leading UK fixed broadband provider

O2 was ranked as 5th best place to work in the Best Companies to Work for 2007 List and has been awarded a two-star accreditation denoting an ’outstanding’ company.

(For b-roll footage of O2, please visit

For further information contact:

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Paul Doran
Switch Communications
Tel: 020 7819 9333
Mob: 07768 373 100

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