Gemalto today announced it's working with Tapit to give consumers the ability to buy digital content by tapping their smartphone on an advertisement that features either an NFC tag, QR code or beacon technology. Consumers are then instantly directed to the media owner's e-commerce site where they can buy the content, in one click, and charge it to their operator phone bill.

Gemalto said in a press release Tapit and Buy is the first product of its kind, leveraging Gemalto's Netsize operator billing system and Tapit's Cloud Platform to transform a wide range of physical assets into "one-tap" mobile payment terminals, according to a press release. This new collaboration has an initial focus on the U.K. for transactions worth up to £30 for digital content such as e-publications, video, music and games.

"Tapit and Buy gives brands access to incremental revenue opportunities through their product packaging or point-of-sale materials, directly associating sales with marketing," said Tapit founder Andrew Davis. "Gemalto's Netsize operator billing technology ensures that payment is secure, seamless and transparent for end users, while Tapit's platform ensures brands have full control and visibility of how their physical assets are performing in the field."

"Tapit and Buy brings a completely new dimension to how people interact and transact with brands that brings greater convenience and spontaneity to the consumer domain," said Frédéric Deman, senior vice president of Netsize at Gemalto. "A host of stakeholders stand to benefit from new opportunities and revenue streams, including brands, outdoor media owners, marketing and advertising agencies, and mobile network operators seeking to sell direct to millions of potential customers."