Smartpay Jieyin Ltd. (Smartpay) today announced the launch of the first mobile shopping service in Shanghai, partnering with Shanghai Unicom and China Merchants Bank (Shanghai Branch).

Starting today, over 3 million Shanghai Unicom subscribers can purchase pre-paid mobile "top-up" cards, long distance VoIP minutes, ISP access, online gaming time and other products and pay for them electronically using Smartpay. Customers can register for the service through dialing a phone banking system, accessing Shanghai Unicom's consumer service website (http://www.165u.com) or logging on to either the Smartpay user registration website (http://www.smartpay.com.cn). After registering, customers can simply send an SMS to access a menu of products available for sale.

Smartpay operates consumer payment transaction services in China under the brand name "Jieyin." A typical transaction involves a user paying for a pre-paid mobile phone top-up or long distance VOIP services using Smartpay's convenient SMS interface. Smartpay's board and management include founders of some of China's most successful technology companies, including Linktone and AsiaInfo.