O2 UK Partners With MACH to Help Monetize the Mobile Content Ecosystem

MACH announced that it has been selected by O2 UK as a preferred launch partner to enable direct operator billing on its new Charge to Mobile platform. Through MACH’s Direct Billing Gateway, app stores and merchants will for the first time be able to benefit from features such as flexible pricing, real time charging and real-time debiting and crediting capabilities, as well as direct refund capabilities, on the O2 UK network.

Historically, the billing mechanisms made available to apps developers and merchants have hindered the effective monetization of their products across all mobile platforms. Premium SMS is cumbersome in the way it charges consumers and along with credit card payments, is perceived to be restrictive and inefficient. Through its integration to O2 UK’s Charge to Mobile platform, MACH will offer content partners and merchants a frictionless payment process which reduces drop-off rates and increases conversion rates. MACH’s Direct Billing Gateway also provides a real time charging process, which ensures instant authorisation and reduced revenue leakage, for both pre-pay and post-pay subscribers.

Danny Barclay, Head of Interactive Sales at O2, commented: “Our new Charge to Mobile platform is an important, strategic launch for O2. MACH is helping us to open up the apps economy for online services for our businesses, as we look to create a healthy ecosystem with competitive revenue splits for our partners and a leading edge technology platform to support this. MACH is a natural partner due to its heritage in delivering frictionless payments for major application stores and merchants. There is little doubting that apps and online content represents an important revenue stream for us and our partners and we are now confident that we have a best-practice approach to monetizing this exciting area of mobile communications.”

Michael De Jongh, Global Head of Sales, Mobile Billing and Payments at MACH, commented: “MACH is honoured to be one of the first to partner with O2 on its new Charge to Mobile platform and we are excited to see direct operator billing gain further currency within the industry. With O2 UK as part of our global network of direct billing connections, we are helping to drive direct operator billing revenues for operators. We are equally delighted to be opening up direct billing capability in the UK for global merchants and app stores, making it easier for them to monetize their apps.”

MACH’s Direct Billing Gateway removes the need for cumbersome Premium Messaging or re-direction to WAP payment pages, and through its simple process, increases the likelihood of customers continuing through to purchase. Moreover, it allows users to buy apps regardless of whether they have a credit card or are on a pre- or post-paid contract. This significantly increases the market for apps purchases whilst also raising transaction completion rates, further driving revenue growth for merchants and operators alike.

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