OK, boring headline but potentially exciting technology. 160 Characters has word that Ericsson have launched their IPX solution in the UK, allowing content providers to bill directly via WAP. The new service allows WAP site hosters to obtain the MSISDN of a visitor without the visitor having to register on a specific WAP gateway or service. This information is provided through integration with the operator's own MSISDN lookup service.
When using the service, consumers confirm a purchase by clicking on a "confirm purchase" link on their mobile phone. IPX then informs the WAP application of the completed purchase transaction and consumers are redirected to the content they purchased. At the same time a premium rate SMS is sent to the phone giving a click to buy experience.
This is effectively the same experience currently enjoyed by T-Mobile customers using sites that are integrated with T-Mobile's billing and payment API, which automatically identifies the browser through the relationship with T-Mobile, but extended across all carriers and available independently to website providers.
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