UK: HMV, Digital Rum Launch Txt2Buy Mobile Payments

This is the first service of its kind in the UK and offers consumers the convenience and flexibility to buy music, films and games whenever, and wherever they want to - without having to find a store or log onto the Internet at home or work.

From 5th June, HMV will place a series of adverts in national magazines and newspapers with a unique ordering code for new music, film and games titles. Customers simply text back to a shortcode number, and receive a mobile internet link to a secure site where they pay using their credit/debit card details. The first titles to be promoted in this way are still to be confirmed, but will feature new release chart CDs, DVDs and Games.

With the order complete, the album, movie or game is posted directly to them. No pre-registration is required, and uniquely the service also offers the option of consumers saving their card details to a secure 'mobile wallet', accelerating subsequent mobile purchases.

"Given the increasingly dynamic buying patterns of consumers and the mass market penetration of mobile phones in the UK, offering customers the opportunity to buy music albums, movies and games over their mobiles, whenever and wherever they are, is an incredibly attractive proposition," said HMV's Head Of Internet, Gideon Lask. "Moreover, by working with dR to add the mobile to our high street, online and digital download channels, we are proving our leadership in the development of a true multi-channel retail strategy."

"This is the first time that consumers have been able to spontaneously purchase physical goods such as CDs and DVDs via the mobile phone, and it opens up an incredibly rich mobile channel for HMV," said Russell Tarr, dR's VP of Sales "By combining SMS ordering with secure credit/debit card payment via the mobile internet, HMV is able to extend the order and payment capability of its high value product portfolio across any promotional medium - print, radio and television - simply by adding an SMS short code."