Japanese operator Docomo and card payment giant Visa have launched a mobile-based virtual prepaid card for online shopping. The partners claim it is the country’s first such initiative.

Subscribers to the new Docomo Kouza Visa Prepaid service will receive a 16-digit card number linked to their account on the operator’s electronic money service.

The card will enable transactions at most online stores where Visa is accepted. Purchases are debited from the user’s pre-paid account.

Unlike with conventional credit cards, a Docomo subscriber can sign up for the new service on the Docomo Kouza website for approval without the need for a credit screening (after all, it is a prepaid account).

The service offers two types of virtual prepaid cards – one aimed at casual shoppers (and those wishing to sample the service) is valid for only ten days, while the second is targeted at regular users and is valid for three years.