Trust is an essential prerequisite for connecting people in effective transactions. It builds into the society on elements like security, privacy, transparency, accountability and reputation. European strategy must aim at a strong competitive position in producing trustworthy ICT that bring new attractive ways of living and working that are perceived as trustworthy.The Trust in Digital Life (TDL) community consists of more than 30 members, observers and associates. The community developed and agreed on a vision on the "transparent payment for trust paradigm shift", Strategic Research and innovation Agenda (SRA), project roadmap and pilot projects to bring tangible trust in digital services faster to the market. This proposal is driven by the industry leaders represented in the TDL executive board.The interventions delineated within the proposal will increase the value of TDL through supporting pragmatic actions e.g. developing and testing of generic trust architectures and integration pilots. ATTPS addresses four pillars, which include business, legal, social and technical challenges.The objectives of ATTPS are:1.\tEnforcement of the trust paradigm shift2.\tCreate awareness at industry, institutes, governments across member states3.\tContribute to interoperability and standardisation at European level on trustworthy ICTIndustry and government have to start the paradigm shift because law enforcement alone is not sufficient. The paradigm shift requires an environment that enhances simplicity for providers, citizens and government to experiment with solutions that provide trust in real life settings. The paradigm shift will trigger public debates and identify bottlenecks. It leads to a balance between trustworthy ICT offered against affordable prices and ICT that is congruent with public expectation of trustworthiness and the generally accepted principles of privacy. ATTPS supports TDL to implement this environment that will be used as public trust platform.