Mach launches direct operator billing for apps


Monetises services for app developers and online merchants

Mach, provider of direct operator billing, has announced that it is launching direct operator billing for online payments and app purchases across the UK, making it easier for mobile subscribers to pay for apps and other online goods, monetising services for app developers and online merchants.

The company is launching its direct operator billing service, the Mach Direct Billing Gateway that 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 allows app developers and online merchants to make money from their services, opening a new revenue stream and enabling new revenues from online and app billing, while at the same time improving the user experience.

Danny Barclay, head of interactive sales at O2, commented: '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 maximises 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.

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.


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