The news today from Bango that it has seen a four-fold increase in WAP billing transactions in the US over the last 3 months confirms that the US is finally realizing the benefits of WAP billing over Premium SMS.
So why is WAP billing proving so popular? WAP billing delivers a more transparent payment experience where customers can see the price and conditions of purchase before they click to pay. And, because users choose to buy content and then pay in one seamless internet session, there is little room for error compared to the two-step Premium SMS process.
If you haven’t seen the payment flow for a typical content purchase in the US, view the video here:
Here’s what two content providers, Dada and Gameloft, the mobile operator Virgin Mobile USA and the Mobile Marketing Association had to say…..
“The mobile web market is booming in the US – 65% of all new phones purchased are now music-enabled,” said Massimiliano Pellegrini, Chief Executive Officer, Dada Entertainment. “WAP billing offers an easy, seamless experience for our Dada.net consumers and fits in well with our overall mobile music strategy.”
“WAP billing provides a better consumer experience through its phone recognition system, a better user-flow and a clearer offer,” explains Jean-Sebastien Laverge, US D2C Manager, Gameloft. “All of which, increases consumer satisfaction and drives more volumes in our off-deck sales.”
“We continuously strive to offer great user-experiences to our Virgin Mobile customers. Bango’s WAP Billing model enables an improved off-deck shopping experience, and greater control for adherence to the MMA’s best practices guidelines. It provides a win-win situation for the operator, content provider and end-users,” said Lauren King, Manager, Off-Portal Content, Virgin Mobile USA.
“Through the MMA’s Consumer Best Practices, we’ve achieved the standardization of a cross-carrier, consumer-friendly model for off-deck WAP services, which today continues to influence the rapidly growing mobile marketing industry,” said Laura Marriott, president of the MMA. “The MMA continues to work with our members to generate industry-wide practices and guidelines to ensure the best outcomes for all.”
So why is WAP billing proving so popular? WAP billing delivers a more transparent payment experience where customers can see the price and conditions of purchase before they click to pay. And, because users choose to buy content and then pay in one seamless internet session, there is little room for error compared to the two-step Premium SMS process.
If you haven’t seen the payment flow for a typical content purchase in the US, view the video here:
Here’s what two content providers, Dada and Gameloft, the mobile operator Virgin Mobile USA and the Mobile Marketing Association had to say…..
“The mobile web market is booming in the US – 65% of all new phones purchased are now music-enabled,” said Massimiliano Pellegrini, Chief Executive Officer, Dada Entertainment. “WAP billing offers an easy, seamless experience for our Dada.net consumers and fits in well with our overall mobile music strategy.”
“WAP billing provides a better consumer experience through its phone recognition system, a better user-flow and a clearer offer,” explains Jean-Sebastien Laverge, US D2C Manager, Gameloft. “All of which, increases consumer satisfaction and drives more volumes in our off-deck sales.”
“We continuously strive to offer great user-experiences to our Virgin Mobile customers. Bango’s WAP Billing model enables an improved off-deck shopping experience, and greater control for adherence to the MMA’s best practices guidelines. It provides a win-win situation for the operator, content provider and end-users,” said Lauren King, Manager, Off-Portal Content, Virgin Mobile USA.
“Through the MMA’s Consumer Best Practices, we’ve achieved the standardization of a cross-carrier, consumer-friendly model for off-deck WAP services, which today continues to influence the rapidly growing mobile marketing industry,” said Laura Marriott, president of the MMA. “The MMA continues to work with our members to generate industry-wide practices and guidelines to ensure the best outcomes for all.”
