HMV offers mobile payments service

The new Txt2Buy service allows consumers to respond immediately to HMV adverts appearing in the national and lifestyle press, using their credit/debit cards to buy products in a three step process over the mobile internet.

From 5 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 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.

Gideon Lask, HMV’s head Of Internet, said: “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,”

Digital Rum’s Mobile Customer Relationship Management (M-CRM) platform powers the HMV service, including mobile messaging, order collection, processing, secure payment and authentication. Digital Rum also provides the ‘mobile wallet’ capability to encourage repeat use of the service.