Telecom Italia’s mobile customers will find Amazon apps preloaded on their devices after the two companies signed a partnership deal.

From the end of this year, the Amazon Mobile and Kindle for Android apps will come preloaded on relevant devices in Italy.

The operator said the deal was part of its strategy to benefit from mobile commerce – a market it said it expects to benefit from “significant growth in the coming years” thanks to the increased penetration of smartphones and tablets.

“This agreement, paving a new road in the collaboration between mobile operators and online retailers, is the result of a jointly defined innovative strategy and of a growing attention of Telecom Italia in developing win-win relations with global players, aiming at enriching our customer’s digital experience” said Telecom Italia CEO Marco Patuano.

Last month, TI unveiled an agreement with Visa Europe that sees the two companies make m-payment services available to more than 31 million mobile customers in Italy.

Amazon, meanwhile, launched its Appstore service for Android users in Europe last year.

In October, it signed a deal with Vodafone that saw the operator become its exclusive airtime connectivity partner in Europe for the new Kindle Fire HDX 4G LTE.

Operators are increasingly signing partnership deals with OTT players as they look to gain a foothold in this fast-moving space.

Earlier this week, VimpelCom signed a deal with WhatsApp, for example, while Telefónica Digital signed deals with Pinterest and Napster in October.

According to European Communications’ monetising content survey earlier this year, 87.5 percent of operators said they expected to sign content partnership agreements in 2013.

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