The urgency to get direct carrier billing deployed and active, to avoid long term loss of access to high spending users has been brought into sharp focus over the last few weeks by the big surge in revenues coming in to app stores from the arrival of Pokémon Go.
Where carrier billing is deployed, the Pokémon Go users that decide to buy lures, more balls or incense can just click a button and pay. Many of these users will be first time buyers. They won’t have the time or inclination to get out a credit card – even if they have one.
Where carrier billing is not yet available, there will be an option to use credit cards or gift cards. Previous studies have shown that when content is compelling – and Pokémon Go certainly seems to be in that category, the number of users entering credit cards in developed markets soars from 8% up to as many as 25%.
Potentially a quarter of users at that point – who would almost certainly have been initiated to carrier billing – are lost for months if not years – and along with them all the downstream revenue.
With Pokémon Go it could be that children at that point get hold of their parents credit card details or buy prepaid credit cards to feed their habit. The permanent loss of carrier billing could be worse.
Using the standard Harris-Goldberg model, assuming 25% permanent attrition, the impact of a delay in DCB will be substantial and permanent.
The message: If you are deploying DCB, deploy it quickly before users get into the habit of using workarounds.
Pokémon GO rocketed into the mobile ecosystem last week, claiming the record as the fastest mobile game to hit the top spot, taking over from Clash Royale. Four days after launch, Pokémon GO became the number one mobile game in terms of revenue on Android, according to App Annie.
On June 6, Pokémon GO was officially launched in Google Play and Apple App Store in Australia, New Zealand and the United States. Billed as the world’s first “real world gaming” platform, Pokémon GO combines smartphone capabilities and location technology to create a gaming platform where players explore the game, along with the real world. Players travel to physical sites in the real world to collect and harvest Poke balls and eggs in the mobile game. It may not sound like an obvious recipe for success but Pokémon GO is an instant phenomenon. Continue reading
In celebration of launching the first ever Google Play carrier billing activation in India, Bango has gathered 10 must know facts about the nation’s thriving mobile market: Continue reading
Posted in Android, app store, carrier billing, Google, in app billing, mobile content, Mobile payments, mobile web, operator billing, smartphones, trends
Make sure you read the Mobile Money quarterly eBulletin from MEF, your essential guide to the latest mobile money news and initiatives. The latest edition features a lead article by Bango – “What is fuelling the carrier billing market?”
Driven by an increasing understanding on the part of merchants and mobile operators of the value of carrier billing, recent years have seen carrier billing availability spread across the globe, along with the variety of items that can be purchased. Content has begun to branch out beyond the traditional apps and games, you can now purchase everything from bus tickets to software or physical goods. So how much is the market worth and what is the money being spent on?
Bango identifies the current state of the carrier billing market, which content categories dominate, and the influencing factors that will lead to growth of more than 10 times current market value by 2020. Exploring how to best capture the opportunity.
Also included in this edition is an infographic on the global mobile money landscape, an article looking at the world of mobile money and a report on Mobile Money 2020, along with coverage of the latest news from the mobile payments market. You can download your free copy here.
Bango recently announced an expanded partnership with Microsoft to include Direct Carrier Billing across all Windows 10 devices as part of the Universal Windows Platform (UWP). This allows customers to pay for all Windows 10 content, including apps, games, media and software, charging the cost to their phone bill with one-click. This gives customers a simple, safe and universal payment method to consistently pay for all Windows 10 content. Continue reading
The Mobile World Congress 2016 catchphrase, ‘mobile is everything’ could equally have been, ‘everything is mobile’. Although the big Android handset manufacturers, including HTC, LG, Sony and our close partner Samsung, all launched new handsets as usual, it was the other devices that highlighted the major, fundamental shift in our mobile market. Continue reading
Posted in app store, carrier billing, cool mobile stuff, in app billing, Mobile apps, Mobile commerce, mobile content, mobile marketing, mobile payment, Mobile payments, mobile web, operator billing, Samasung, smartphones, tablets, trends, UK mobile market
Kuwait is the latest market to launch Google Play through the Bango Payment Platform, confirming the region’s importance for app stores
It comes as a surprise to many mobile payments watchers that carrier-billed payments have proved such a big hit with consumers in the Middle East region. With widespread credit card ownership and extremely high Android and iPhone penetration, is there really a market for alternative payment methods? Continue reading