You sure? From what I can see all that Jamba have said is that they'll not be using operator portals to acquire customers - have Jamba actually said that they'll be "creating a direct billing relationship" with customers?
To me that sounds extremely unlikely since:
a) They're selling to kids - so that's kinda gonna make credit/debit cards a bit of a challenge.
b) The network operators won't stand for it.
Surely Jamba will just be using premium rate SMS or similar to bill for the content, piggybacking on the existing operator billing relationship with the end user?