Infobip, the international mobile messaging and payments provider, today announced that its direct mobile billing services will be integrated with RollTech's Ay+ mobile app and gaming platform for Android smartphones and tablets.
Through partnerships with over 70 OEMs, Ay+ enables developers to preload their apps, games and other content on Android-powered smartphones destined for emerging markets. It provides developers with a direct distribution and monetisation channel for apps that greatly reduces any dependency on publishing apps via the Google Play store. The Ay+ platform enables OEMs to pre-install apps and services directly onto a device or prioritise content offerings on their own branded app stores.
Infobip will provide direct mobile billing capabilities for games, apps and other content available from the Ay+ portfolio. This will allow users to make in-app purchases that are charged directly to their mobile bill and provide developers with a transaction facility that will enable them to monetise their apps and content.
Through its Centili m-payments service, Infobip will provide exclusive direct billing capabilities across global markets. The partnership will cover the Latin American market, including Brazil and Mexico and the Middle East and Africa including Nigeria, Saudi Arabia and Egypt. The agreement also extends to the Asia Pacific region, covering a range of different markets including Thailand, Malaysia and the Philippines and Eastern Europe, including Ukraine and Russia.
The collaboration between Infobip and RollTech provides Android app developers with an opportunity to launch and distribute their applications, games and other content services across some of the world's fastest growing smartphone markets. It will allow subscribers in those markets to leverage direct mobile billing, which is rapidly becoming one of the most popular methods of payment for digital and physical goods in developing markets. RollTech forecasts that by the end of 2014 over 80 million Android phones will be preloaded with apps, games and content delivered via its Ay+ platform.
Brad Kao, Associate Vice President at RollTech, said, "Ay+ is a direct distribution cchannel for developers, giving them the opportunity to maximise the value of their content through partnerships with OEMs. Direct mobile billing is a proven payment method for digital goods, especially in emerging markets. Infobip has a great deal of experience in this area and it has the coverage and expertise that will allow us to expand the capabilities of the platform, making it a more attractive prospect to the global development community."
Stefan Kostic, Infobip Business Development Director APAC, said, "As the smartphone ecosystem in developed countries becomes increasingly mature and margins are squeezed, developers will expand into developing markets and look for distribution partners that will help them to maximise these new opportunities. Working with RollTech we are able to provide the mobile developer community with a distribution channel that will support direct mobile billing, enabling them to monetise apps and services. This partnership extends our reach in the developing markets and further consolidates our position as one of the leading providers of direct mobile billing services."