Mobile content industry moves to WAP billing
Like all oil tankers change happens slowly! So what has caused our oil tanker to change direction?
New mobile traffic channels have opened up – paying for on-deck links to off-deck sites and mobile advertising through Yahoo! and Google – so content providers are now acquiring customers through the mobile internet rather than via PC web affiliate programs. Quite simply, a quiet revolution is taking place in the way that media companies and content providers engage with their consumers and sell content.
Marketing is now more precisely targeted at consumers ready to purchase with sales made through WAP billing. The UK oil tanker registered in London started changing direction in 2005 and is now moving full steam towards WAPland. The good news is that the US oil tanker is now moving in the same direction – towards a MMA compliant WAP-based mobile subscription service.
Bango’s mobile billing service provides a seamless consumer journey and eliminates the need to send text messages to make a purchase. It offers a safe buying experience for consumers – the price, subscription time period and T&Cs are clearly displayed on-screen before consumers click to purchase.
A recent update to the Bango mobile subscription service provides an API so content providers can immediately see the status of all their subscriptions.
“Bango re-bills consumers on their behalf once the subscription period has finished, notifying the user by text,” said Anil Malhotra, SVP of Marketing at Bango. “Using the Bango API, content providers get up-to-date information on the status of each subscription which is invaluable as they measure the conversion rates of their mobile marketing.”
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