Everything Everywhere, Telefonica UK (O2) and Vodafone UK have announced that their NFC mobile payments and marketing joint venture, Project Oscar, has been cleared by the European Commission following an investigation started in March.

The JV’s mobile marketing platform is expected to be the first Project Oscar service brought to market. According to the partners, the platform will provide a single contact point for media agencies, retailers and brands from which they can create campaigns complete with tailored discounts and offers that will reach millions of opted-in mobile users.

On the mobile payments front, the JV will look to accelerate the deployment of NFC in-store payments and loyalty services to millions of consumers on a majority of handsets, operating systems and mobile operators.

The JV’s services will be open to all operators and MVNOs, 3rd party publishers, banks, advertising agencies, retailers and any company that wants to engage in this mobile commerce space

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