Swedish mobile operator Three, outdoor media company Clear Channel, and Australia-based NFC tag marketing company Tapit have installed NFC smart posters on a Stockholm subway car.

Users can tap the posters on the walls and ceiling of the carriage to visit Three’s online store and purchase mobile plans, smartphones, and mobile accessories.

Although Tapit worked with Clear Channel on this project, Niklas Bakos, Tapit Vice President for Europe, the Middle East, and Africa, told NFC Times, “there are not yet any agreements in place between Tapit and Clear Channel either in Sweden nor in the UK. In the UK, Clear Channel run its own backend content platform for the tags it has installed in 10,000 outdoor advertising panels, but that doesn't exclude Tapit from bringing NFC campaigns to their panels, he said.

Three and the other companies involved also not indicated whether this is a trial that will lead to a wider rollout.

“In Sweden, NFC is just starting to come out, but mobile payments haven't taken off yet," said Johan Markus, Head of Media for Three Sweden, in a statement. "There’s still a long way to go before we see NFC being used in supermarkets and to buy tickets on the underground or bus."

Three is still trying to promote mobile payments, however. In 2011, the company launched a mobile wallet called WyWallet in a joint venture with fellow Swedish mobile operators Telenor, Telia, and Tele2. In January 2013, the joint venture launched a payment acceptance trial involving passive contactless stickers at retail points of sale. Although the companies have not announced a date, they say that a full rollout is still to come using their own acceptance mark in physical stores. That is despite the number of similar projects cancelled by other telcos in Europe and the U.S.

Telenor Sweden’s Andreas Ericson, in an interview with NFC Times in late February, acknowledged that “there are challenges” to positioning a company as a payment acceptance brand.