O2 has selected WIN as its Payforit Accredited Payment Intermediary for the new-look, cross-network Arsenal FC and rugby WAP sites. As a result of the agreement, WIN has assumed responsibility for the billing and delivery of all content purchased from the two sites, and for integrating the Payforit branding across all payment screens. O2 is the official mobile service provider of Arsenal FC and the Guinness Premiership, and the elite sponsor of the England Rugby Squad.
WIN says the agreement with O2 demonstrates its commitment to the Payforit initiative which, it believes, will transform the delivery of mobile content, by offering a transparent and straightforward transaction; ultimately resulting in increased consumer trust and convenience.
Payforit will do for mobile what PayPal or WorldPay did for the web, particularly for micropayments, says WIN CEO Graham Rivers. We now have a common cross-network initiative, which gives the consumer considerably more confidence in what they are buying, and the vendor a much more straightforward delivery process.
The Arsenal WAP site features video footage from all of Arsenals games including the Champions League; news straight from The Emirates; five text alert packages with content including picture messages before and after every fixture; live goal text alerts; and post match analysis. The site also offers customers the chance to show their allegiance to the English club by downloading animated screensavers, the official club crest, ringtones based on terrace chants and player images. Arsenal fans are now able to download images from the clubs new Opus, a photographic history of this great club. To visit the site, text ARSENAL to 83202.
The Rugby site offers fans the latest news from Europes premier rugby division, plus club crest wallpapers, ringtones and SMS text alerts.  Rugby fans are also able to download a personalised version of their clubs shirt, with their name on the back, and will soon be able to create their own homepage to reflect their support. To visit the rugby site, text RUGBY to 80092.
Our commitment to Payforit is demonstrated by making the scheme compulsory on any transaction from a WAP session on the O2 network from this month onwards, says O2s Nigel Dean. The scheme enhances consumer trust and confidence, and makes the billing process much more seamless. We are pleased to be working in partnership with such a credible and reputable partner as WIN to introduce Payforit to our customers. 
Payforit is the new payment service, supported by all licensed UK mobile operators, designed to make it easy to pay for sub-10 services on the mobile phone. Developed to promote a trustworthy and consistent standard for paying by mobile, Payforit enables consumers to buy with confidence, with content billed directly to their mobile bill instead of through premium SMS.
The UK licensed mobile network operators have accredited a number of Payment Intermediaries across a differing range of criteria for their suitability to operate a trusted payment scheme to ensure that the best interests of mobile consumers are protected while conducting online purchasing. WIN was one of the first of these Accredited Payment Intermediaries, ensuring that transactions are managed and processed in accordance with the Payforit scheme rules.