HMV UK and Digital Rum (dR) today launch a mobile service that enables music, film fans and gamers to Txt2Buy CDs, DVDs and Games directly from their mobile phones. The new Txt2Buy service allows consumers to respond immediately to HMV adverts appearing in the national and lifestyle press, using their credit/debit cards to buy products 'on the move' in a simple three step process over the mobile internet.

This is the first service of its kind in the UK and offers consumers the convenience and flexibility to buy music, films and games whenever, and wherever they want to - without having to find a store or log onto the Internet at home or work.

From 5th June, HMV will place a series of adverts in national magazines and newspapers with a unique ordering code for new music, film and games titles. Customers simply text back to a shortcode number, and receive a mobile internet link to a secure site where they pay using their credit/debit card details. The first titles to be promoted in this way are still to be confirmed, but will feature new release chart CDs, DVDs and Games.

With the order complete, the album, movie or game is posted directly to them. No pre-registration is required, and uniquely the service also offers the option of consumers saving their card details to a secure 'mobile wallet', accelerating subsequent mobile purchases.