MACH, the world leader in direct operator billing, announced today that it is launching direct operator billing for online payments and app purchases across the UK, making it easier than ever for mobile subscribers to pay for apps and other online goods.
The company is launching its direct operator billing service, the MACH Direct Billing Gateway, which includes Payforit Version 4 support, across the UK's mobile networks, including Vodafone, Everything Everywhere and Three, and is working with O2 as it rolls out its new Charge to Mobile platform. The move monetizes services for app developers and online merchants, opening a brand new revenue stream and enabling them to maximize revenues from online and app billing, while at the same time dramatically improving the user experience.
Rory Maguire, Head of Payment Services at Three, commented: "With the UK very close to full availability of direct mobile operator billing for consumers of online and app purchases, we are now one of the leading geographies in the world for the presentation of a quick and easy payment method for the burgeoning smartphone user base. This will generate increased consumer choice, provides a vehicle for innovation in apps and online services and eliminates the age or "banked" barrier that exists with other forms of App payments. We believe this slick and easy payment method backed with the security of the UK wide mobile payments scheme, Payforit, will be the future for apps payments and will overtake the credit card or voucher payment methods that are hostile to a small screen. We are delighted to include MACH as an Accredited Payment Intermediary on the Three network."
Danny Barclay, Head of Interactive Sales at O2, commented: "As one of the first trusted partners for our new Charge to Mobile platform, MACH is helping us to open up the app economy for online services to our consumers. MACH's heritage in delivering frictionless payments for major application stores and merchants, such as Microsoft made them an ideal partner. There is little doubting that apps and online content that can be charged direct to your bill represents an important revenue stream for us and our partners and a safe and secure mechanism for our consumers to access rich apps and content."
For consumers, MACH's service enables a frictionless user experience by providing them with the option of buying applications and online goods and services through a simple process, placing the fee for the application on the user's phone bill. For merchants and developers, the service provides a range of potential features, including real-time charging, flexible pricing points and direct refund capabilities. By creating a frictionless user experience, MACH's service also maximizes conversion rates and boosts revenues for both merchants and operators, when compared with PSMS, WAP billing and Credit Cards. At the same time, the service inserts the mobile operators back into the application and content value chain, enabling them to effectively generate revenues from the apps ecosystem.
Michael De Jongh, Global Head of Sales, Mobile Billing and Payments, MACH, commented: "Through our Direct Billing Gateway, a service we pioneered in 2007, MACH offers the most comprehensive direct operator billing services available. We provide the glue that unites application stores, content providers and merchants with operators and simplifies the apps ecosystem. Payforit Version 4 creates huge value for UK consumers, as with it they know that their purchases are governed by the Payforit Version 4 scheme rules, providing a trusted and safe framework for payments. The Payforit scheme will accelerate the monetization of services for developers whilst ensuring consumer confidence in what they are buying."
The UK launch allows app stores and content providers to instantly deliver direct operator billing, and very soon in-app billing, without the need to set up individual agreements with UK operators, and all in the knowledge that MACH is an accredited Payforit payment intermediary. This saves considerable time and resource by allowing application providers and merchants to focus on their core business of monetizing their applications to consumers across the country.