VoicePay TV, a recently launched payment system, allows retailers to put a phone number, code and logo into video advertisements. Consumers can then buy the products they see advertised by calling the number and having the transaction authorised through voice authentication. "The voice signature [system] is language-independent, and because it uses voice biometrics, you don't need to install any software on the phone," said Nick Ogden, founder of the Voice Payments Group. "You can apply this same process to anything -- advertising on the tube, on TV, on YouTube -- anywhere you want to sell. It creates an instant sales channel."