“mCommerce finally becomes accessible” claims Buyster
Buyster, a payment institution regarded as a rival to Paypal and co-owned by Orange, SFR, Bouygues Telecom and Atos Origin, will begin commercial operations in France on 13 September.
Buyster is an online and remote payment solution that will allow users to buy without disclosing their bank details over the phone or internet. The ambition for Buyster is for it to become a key payment player in eCommerce and the leader in mCommerce in France.
A statement from Buyster made the claim that “mCommerce finally becomes accessible thanks to a unique operating mechanism on the market”.
Users that register for the service will have their bank account associated with their mobile phone number and will be provided with a security code. When they buy an item they enter the code, authenticating them for payment.
The operators said that they will market the solution to their combined user base of 50 million subscribers as well as e-tailers. Buyster said that its systems would provide retailers with an improved conversion rate thanks to its ease of use in particular for mobile phone purchases. The mobile phone also offers stronger authentication and reduces the risk of chargeback.
Buyster said in a statement that it is already supported by ten partners forming an ecosystem that can reach almost 30,000 e-retailers. The partners are:
· Payment service platforms: Mercanet, Paybox, Payline and Sips
· e-Commerce platforms: Store Factory and Wizishop
· Publishers and agencies: Baobaz, eDecision, Kapsicum, Prestashop and Think And Go.
E-retailers who will be connected from 13 September include 4 Pieds, AchatDesign, Ada, Allopneus, Aquarelle, Barrière Poker, Boulanger, Bouygues Telecom, BrandAlley, But, Camaïeu, Cariboom, Darty, Easy Fichiers, Feu Vert, reenWeez, Jennyfer, Kiabi, La Boutique Officielle, Monde Bio, National Change, Orange, Partouche, RazWar, RueDuCommerce, Rue Du Tee Shirt, SFR, Spartoo, Surcouf, Téléthon, Ubaldi.
The operators and Atos announced their intention to form a payment institution in February 2011, saying they were aiming for a mid-2011 service launch.