Associated Newspapers, publisher of the Metro and Daily Mail , has signed a strategic deal with the Mobile Money Network to integrate its instant mobile checkout technology. Through the deal, the publisher hopes to develop additional revenue streams, drive direct response to advertising across its media properties, and gain in-depth insight about its audience.

As the first part of a multi-phase initiative, Associated Newspapers will roll out a Mail Shop Instant Mobile Checkout app, powered by Simply Tap, which enables users to purchase items directly from its Mail newspapers and supplements by entering a product code – with QR code and image recognition functionality promised in the near future.

“As publishers, we constantly scrutinise the evolving media landscape and the way our customers interact with our content,” says Kevin Beatty, CEO of Associated Newspapers parent company A&N Media. “What is clear from the success of various mobile initiatives we have rolled out over the last few years is that our customers are active smartphone users, and increasingly consume our content through the mobile device. It makes good business sense to further enhance our mobile offer and create new revenue streams.”

The second phase of the partnership will focus on driving sales conversion, through advertiser campaigns featured across Associated Newspapers portfolio, or Mail Shop’s own product range.