The European Commission has given the green light to the proposed joint venture between Vodafone in Germany and Arvato mobile, a fully-owned media services unit belonging to Bertelsmann, the German print, digital content and music publishing giant. The companies will purchase shares in Moconta, a company specialized in technical services in the area of mobile content marketing and customer loyalty. There’s no details given as to what exactly the JV will do, but in July dpa-AFX quoted industry sources as saying the joint venture will design and execute mobile content and download services as well as mobile loyalty schemes, and will also sell Vodafone mobile phone contracts through Bertelsmann book clubs. This is part of a general trend for Vodafone in particular and operators in general to invest in mobile content. No financial details have been disclosed.