Italy's main telecom operators Monday launched a common platform that will allow their clients to use mobile devices to pay for digital content and services by using their mobile accounts.

Telecom Italia's (TI) mobile arm TIM, Vodafone (VOD), Wind SpA, 3 Italia, PosteMobile and Fastweb will provide digital content providers and their customers with a shared standard that converts mobile phone numbers into client authentication keys and transforms the mobile phone into a tool for paying for online digital content and services.

"The joint launch of this initiative opens the door to m-commerce for all. A secure and open system based on a device in extremely widespread use," the companies said in a joint statement.

The new service will allow clients to buy digital services with a simple click, if accessing from their mobile phones, or by using their mobile phone number and a password from other devices, such as PCs and tablets.

The companies said their initiative provides a common payment platform, offering immediate access to all telecoms operators, representing a total of 46.6 million Italian SIM card owners.

Research by PwC Advisory, which advised the telecom operators on the initiative, suggests the Italians' reluctance to use credit cards--90% of transactions are still settled in cash, compared with an EU average of less than 70%; the small average value of individual purchases; and the Italians' fondness for mobile communications, all point to significant growth potential for this already fast-growing market.

Globally, it is estimated the market for mobile payments will be worth approximately $500 billion by 2014, the companies said.

-By Giada Zampano, Dow Jones Newswires, +39 06 69766920; giada.zampano@dowjones.com

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