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Today, Orange‘s top rate is 88%, Vodafone‘s is 86%, 3‘s is 79% and O2‘s is 77.5%. They have not only increased the top rate but also upped payout rates for content sold at higher price points. Businesses should consider adding a subscription service or a £5 content bundle – all simple to set up and now delivering even bigger rewards.
Higher payout rates encourage content providers to run promotions on these networks as they receive a better return on their marketing investment. It’s virtuous circle and because businesses can measure the success of marketing promotions with tools like Bango mobile analytics, it builds confidence and shows them the best ways to spend their money.
At Bango, we saw this happen amongst our content providers in the last half of 2007 when the first major wave to payout increases occured.
This is being repeated once again and we believe it will dramaticaly increase the size of the mobile content pie. So even if the operator’s slice of the pie is smaller, the increased volumes means that everyone potentially wins – operators, content providers and billing networks like Bango.
But what do you think? Tell us…..