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After Xmas would be better!  Lead up to Xmas is the busiest time for e-comm.  Far ahead, nobody will be ready.

31st December amid the new year sales and Christmas tech freeze seems a particulalry good date to go for....

Citi runs the service for the MNO on a white label basis.   MNO customers can then effectively send top ups to friends....

Not sure if the friends need to be on the same network... but that seems to be how it works.

Interesting debate but cards only is a very old fashioned view - or one sponsored by Visa/Mastercard. 

Large merchants in particular want another way due to interchange costs and consumers are fed up with surcharges and internet fraud.

So for higher risk transactions use your card and pay the fee e.g. £6 per route for Ryanair's "handling fee".  And worry about your card details being compromised... 

For lower risk purchases there's a more secure push transaction for the consumer with guaranteed payment for the merchant at a lower cost.   Happy to pay this way at Amazon, John Lewis, Sainsburys, HMV, Play.com, Tesco, M&S, Apple etc etc. 

This works already in some countries e.g. Netherlands. 

Why would you ever buy from an unknown provider?  Even Ebay has a system for this.

This offers an option for reputable providers e.g. Amazon to reduce their receivables costs.

Looks like a good alternative for those concerned by card fraud on-line.  Consumer gtee not there but this makes it especially relevant to ensure you are buying from a reputable business, consider that you are paying cash or cheque on-line....