U.K. operators launch PayForIt

Carriers in the United Kingdom are hoping to give mobile transactions a boost with a new, standardized payment scheme for consumer purchases.
PayForIt, which launched Saturday, provides a consistent user interface for mobile transactions of roughly $20 or less regardless of carrier. Users are identified via the network connection-eliminating the need for shoppers to enter a phone number or credit-card information-and charges appear on monthly carrier statements.
The service is designed to support mobile content purchases as well as more advanced transactions such as train tickets and payments for parking fees. PayForIt is supported by every major U.K. wireless service provider as well as EA Mobile, I-play, Gameloft, Sony Ericsson Mobile Communications and Samsung Electronics Co. Ltd.
“This will ensure that the payment experience for consumers is consistent, transparent and user-friendly at all times,” according to the service’s Web site. “These improvements in user experience will help instill consumer confidence in paying by mobile, generating repeat business and improved conversion rates for merchants.”