Carrier Billing Companies Score Deals in India
May 9, 2016
Direct carrier billing in India got a recent boost as two firms signed major deals last week with Indian carriers. U.K.-based Bango partnered with Google Play and Idea Cellular to enable that network operator’s subscribers to charge app and other digital-content purchases to their mobile bill. It is the first time, according to Bango, that Android users in India can use carrier billing to pay for purchases in the Google Store—important in a market where credit card penetration is less than three percent.
“India offers enormous potential for online commerce,” said Ray Anderson, CEO of Bango. “We are pleased to provide Idea’s over 175 million subscribers with a universal payment method so they can enjoy the complete app store experience, and to expand the reach of carrier billing in the Google Play store.”
And, on Friday, Bango competitor Fortumo unveiled a partnership with mobile carrier Reliance Communications (RCOM). Under the agreement, the Estonian carrier-billing technology company will enable RCOM’s subscribers to access digital content via providers like Sony LIV, Ditto TV, Box TV, Gaana, Magzter, Rovio, Octro and Gamebasics and pay for it on their mobile bill with one touch.
“Leading app stores and digital content merchants are very keen to launch direct carrier billing in India due to the quickly growing smartphone ecosystem,” said Sanjay Sinha, country manager of Fortumo India. “Fortumo has emerged as one of the leaders in providing carrier billing in India. We are very excited to partner with Reliance to help launch app stores and merchants rapidly.”