Billing on Mobile

The popularity of Smartphones and high end  mobile devices, such as Blackberries,  the Apple iPhone, Nokia Series, means that Wi-Fi is appearing more frequently as a user connection method accross a range of handsets. In fact  Bango has recently released some stats showing that over 20% of people visiting web sites to purchase content using their mobile phones, are now connecting via Wi-Fi.

By tracking connection methods and conversion rates using its mobile analytics technology, Bango has seen that over the last year on average one in five connections is now via Wi-Fi or other non-operator network. Customers connecting in this way cannot be authenticated to pay using simple operator billing, and this becomes even more complex as customers now easily swap between connections at home, in the workplace and in a variety of public spaces, which results in an inconsistent payment experience that slashes conversion rates and kills marketing ROI.

But although Wi-Fi presents a major challenge to both content providers and mobile operators, it also delivers some great rewards. “These Bango statistics are both a warning and an opportunity for mobile businesses to ensure their mobile billing solution can secure the same high conversion rates from the growing number of Wi-Fi connected customers” warned Ray Anderson, CEO of Bango. By doing so mobile businesses can start to market and sell mobile services to them and capture revenue from this growing segment of their customer base.

For this reason Bango has been working closely with mobile operators and content providers to develop a unique mobile billing technology that allows customers connected over Wi-Fi, and other non-operator networks, to continue to benefit from fast, consistent, operator billing. With operator billing delivering the highest payment conversion rates for mobile content, now is the time to start capitalizing on the great Wi-Fi opportunity.

A full copy of Bango’s Wi-Fi market stats can be downloaded from www.bango.com/wifi

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