Cellum, a mobile commerce provider, has integrated MasterCard's MasterPass digital wallet with its own mobile wallet offering, OTPay, making it the first third-party in Europe to integrate MasterPass.

Through the integration, OTPay users will now be able to make transactions on their smartphones at 30,000 online retailers. The app also allows users to pay bills, purchase prepaid top-ups and make person-to-person payments.

"We are extremely proud to be the first to integrate a third-party mobile wallet to MasterPass," says Balazs Inotay, founder and chief visionary at Cellum, in a Feb. 28 press release. "Cellum has always believed that interoperability was going to break the bottleneck of mobile payment."

The partnership was announced at Mobile World Congress in Barcelona, Spain.

The integration coincides with MasterCard's upgrades to the wallet, allowing purchases from within mobile applications. Prior to this, MasterPass only enabled users to purchase online with multiple cards stored in multiple digital wallets.

MasterPass has been gaining traction lately with e-commerce technology provider, Live Gamer Inc. incorporating the wallet into its checkout.

The partnership also includes linking OTP Bank, a leading Central European bank. OTP Bank customers will be able to use the mobile wallet in several markets in Europe. International consumers are also able to download and use the app.

Inotay says partnering with two of Europe's most trusted brands will push forward acceptance of the mobile wallet.

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