Bango Mobile Carrier Billing Goes Live on Facebook
Bango has completed the integration of its billing platform with Facebook. The company is now providing Facebook mobile web carrier billing in the UK, the US and Germany, with the service due to be expanded to other countries during the remainder of 2012.
The service enables Facebook's mobile web users to easily buy digital content via operator billing, as opposed to using a credit card or premium SMS.
Bango says that its pervasive presence across app stores, publishers and mobile operators creates a platform effect for its partners, leading to more identified mobile users and maximizing the number of single-click payments. The result, it says, is significantly higher rates of collection. This is the experience that Facebook is now using for its smartphone payments service on the mobile web.
In addition to Facebook, Bango’s existing app store connections include Blackberry App World, Opera Mobile Store and operator-led connections to Google Play. Bango has also announced an agreement to provide payment services to Amazon and has become a technology partner for MasterCard's PayPass mobile wallet.
Bango says that conventional operator billing “is expected” to achieve around a 40 per cent conversion rate, meaning that a majority of mobile commerce customers who click 'Buy', do not successfully buy. In contrast, billing with the Bango payment platform delivers an average conversion rate of 77 per cent.
“As the mobile web experience has matured and improved, consumers are increasingly keen to purchase digital goods on mobile devices,” said Bango CEO Ray Anderson. “By ensuring a frictionless payment experience, Bango technology is unlocking the business potential of the mobile web.”