UK operator O2 has picked MACH as a preferred launch partner for its Charge to Mobile platform. 

MACH will enable direct operator billing on its new through its Direct Billing Gateway, meaning app stores and merchants will be able to offer O2 customers direct-to-bill payment features including flexible pricing, real-time charging and real-time debiting and crediting capabilities.

The integration will also provide content partners and merchants with a frictionless payment process, which MACH says reduces drop-off rates and increases conversion rates. 

“Our new Charge to Mobile platform is an important, strategic launch for O2,” said Danny Barclay, head of interactive sales at 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. 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.”