Luup provides real-time mobile payment services for emerging markets, focusing on challenges related to high transaction volumes and low latency using BizTalk in an SOA architecture. The company, based in Norway with operations in London and Dubai, emphasizes the need for a scalable platform and highlights experiences related to performance, consistency, maintainability, automated testing, and deployment. Key strategies include utilizing .NET code to reduce latency and improve performance, and adopting internal contracts for better modular architecture.