The MMA code of conduct for mobile marketing provides a robust framework for the industry to follow. This means that all off-deck services sold in the US need to be MMA compliant. The code of conduct has recently been extended to mobile web services and WAP billing systems such as Bango’s mobile billing platform.
Here’s why WAP billing is good news for anyone selling mobile services:
More successful transactions – more money
Message based systems are prone to failure because some messages simply get lost in the operator’s network. Because Bango integrates directly with the operator’s own billing system, you’ll experience a higher conversion rate and more successful transactions.
In addition, as people are already in your mobile ‘shop’, you’ll benefit from more repeat sales as your consumers are bound to see something else they want and can buy there and then.
Bill your mobile marketing traffic
Now anyone responding to your mobile advertising campaigns (eg on-deck placement) or sponsored links in mobile search results can browse straight into your mobile website and pay directly on their phone bill. This means they no longer need to stop and send a text message to pay for the content.
This single, integrated ‘browse and buy’ flow generates more successful transactions and lets you fully capitalize on your hard working marketing dollars. Because the mobile web is without boundaries, brands often find users browsing into their sites from search engines, you need to take advantage of this free traffic as well to sell your digital content.
Transparent consumer experience
WAP billing gives your customers the same, familiar browse and buy model they see on the PC and on operator decks. So whether consumers are paying for a download or signing up to a subscription service, the process is familiar.
The payment page shows the merchant’s name, title of the content or service being bought price along with the price and terms and conditions, ensuring your customers fully understand what they are buying. They also get a clear cancel button should they not want to proceed.
Mobile websites can easily detect handset capabilities and only offer content known to work, ensuring the consumer does not pay for content they cannot access or use. You can also choose to use the Bango Identifier functionality to leverage the Bango User ID and personalize your site for each of your customers.
Lower support costs
Research from iGilliot and Qpass shows that when content is purchased using Premium SMS, refunds represent between 10-20% of mobile content sales. Bango’s statistics, however, show that on off-portal WAP sites refunds are much lower – no wonder WAP billing is being strongly endorsed by the operators.
With Premium SMS, the point of payment (sending the text message) and download (on a WAP page) are separated into two steps. With WAP billing, the point of payment and download are tightly coupled in one seamless WAP flow, leading to fewer errors and low refund levels.
Read the WAP billing guide to find out more how WAP billing delivers these benefits compared to Premium SMS and what the customer experience is like.
Here’s why WAP billing is good news for anyone selling mobile services:More successful transactions – more money
Message based systems are prone to failure because some messages simply get lost in the operator’s network. Because Bango integrates directly with the operator’s own billing system, you’ll experience a higher conversion rate and more successful transactions.
In addition, as people are already in your mobile ‘shop’, you’ll benefit from more repeat sales as your consumers are bound to see something else they want and can buy there and then.
Bill your mobile marketing traffic
Now anyone responding to your mobile advertising campaigns (eg on-deck placement) or sponsored links in mobile search results can browse straight into your mobile website and pay directly on their phone bill. This means they no longer need to stop and send a text message to pay for the content.
This single, integrated ‘browse and buy’ flow generates more successful transactions and lets you fully capitalize on your hard working marketing dollars. Because the mobile web is without boundaries, brands often find users browsing into their sites from search engines, you need to take advantage of this free traffic as well to sell your digital content.
Transparent consumer experience
WAP billing gives your customers the same, familiar browse and buy model they see on the PC and on operator decks. So whether consumers are paying for a download or signing up to a subscription service, the process is familiar.
The payment page shows the merchant’s name, title of the content or service being bought price along with the price and terms and conditions, ensuring your customers fully understand what they are buying. They also get a clear cancel button should they not want to proceed.
Mobile websites can easily detect handset capabilities and only offer content known to work, ensuring the consumer does not pay for content they cannot access or use. You can also choose to use the Bango Identifier functionality to leverage the Bango User ID and personalize your site for each of your customers.
Lower support costs
Research from iGilliot and Qpass shows that when content is purchased using Premium SMS, refunds represent between 10-20% of mobile content sales. Bango’s statistics, however, show that on off-portal WAP sites refunds are much lower – no wonder WAP billing is being strongly endorsed by the operators.
With Premium SMS, the point of payment (sending the text message) and download (on a WAP page) are separated into two steps. With WAP billing, the point of payment and download are tightly coupled in one seamless WAP flow, leading to fewer errors and low refund levels.
Read the WAP billing guide to find out more how WAP billing delivers these benefits compared to Premium SMS and what the customer experience is like.
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