UK-based mobile operator O2 has partnered with Mach to launch direct operator billing (DOB) on its new Charge to Mobile (CM) platform.
Integrated into the O2 CM platform, Mach’s Direct Billing Gateway aims to reduce billing barriers for trusted content partners and merchants, cutting drop rates and increasing conversion rates.
Further, streamlining billing and introducing real time processing will make it easier for O2’s content owners to monetise and sell apps, improve security, reduce revenue leakage and improve customers’ experience, according to the vendor.
Retailers and app stores, meanwhile, can access the flexible pricing, real-time charging, debiting and crediting plus direct refund capabilities on O2’s UK network.
The news follows the announcement last September that Vodafone, Everything Everywhere and Three had purchased the Mach system.
Michael De Jongh, global head of sales, Mach commented: “We provide the glue that unites application stores, content providers and merchants with operators and simplifies the apps ecosystem.
“To maximise revenues, app stores and merchants must make the billing process as simple as possible.
“The more complicated the payment process is for consumers the less inclined they are to see purchases through. DOB is seen as an increasingly vital part of growing the apps market.”
DOB authorisation, purchasing and refunds become a one-click affair. It’s easier to buy apps regardless of the network, contract type or payment method.
Danny Barclay, head Interactive sales O2 said the new platform will help open up the apps economy for on-line services while simultaneously supporting a healthy ecosystem with competitive revenue splits for partners.
Mobile apps are a promising new revenue stream: Mach quotes Gartner statistics showing global app store revenues are estimated to rise from $5.2 billion in 2010 to $58 billion in 2014.
DOB may convert mobile operators into true m-commerce payment service providers, able to win market share from major credit card brands and other dominant payment systems, whilst supporting flexible pricing for developers.
Removing barriers to purchase positions MNOs as valuable players in the apps ecosystem not bit pipes for third party content providers.