Almost the same in Estonia, and increasingly so in other Baltic countries and many other places in Europe. The middle man may be different but this is pretty similar to what Fortumo is doing (fortumo.com). The wiki article sums it up.

I, being from the northern hemisphere (Northern Europe), had a very embarassing moment during my first trip to the southern side (New Zealand). I consider myself to be pretty good and finding my way around, but it was there where I actually understood how it works for me. It actually makes you feel really bizarre for a couple of seconds each time when you automatically assume that sun goes from east to south to west, then read a map and see that nothing really matches.

well, it would be qwertz for the Germans.. :)