Mobile operator 3 UK was once one of the keenest promoters of mobile content, including games. So these words from its head of payments services Rory Maguire are somewhat disheartening:

"Mobile services are stuck in a rut, consumers have lost interest and due to the current recession people have cut back on traditional mobile content purchases."

His comments came at a seminar last week to discuss the UK's Payforit mobile payment initiative. There will certainly be plenty of people who'd disagree with the idea that consumers have lost interest in mobile services - one billion App Store downloads seems to hint otherwise.

In fairness, Maguire went on to clarify his statement, suggesting that Payforit could help reinvigorate consumers' interest in mobile services, not least by building trust that they won't be ripped off.

Several mobile games companies are using Payforit on their WAP stores, besides operators. However, it seems there's still work to do to popularise the initiative.

"We still have a way to go in reaching our ultimate goal of making Payforit a consistent and recognisable brand for consumers across all WAP sites," says Guiom Peersman, MD of mobile aggregator Dialogue, which organised the event.

"Success depends on promotion of the brand, it needs to be well marketed, and more supported by the industry. Usage growth will be hastened if consumers are aware what Payforit is and why it is a benefit to them".