The platform will allow users to buy apps regardless of whether they have a credit card or are a contract or prepay customers. Through MACH’s ‘Direct Billing Gateway’, app stores and merchants will 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 network.
They added that these benefits significantly increase the market for apps purchases as well as also raising transaction completion rates, further driving revenue growth for merchants and operators.
O2 head of interactive sales Danny Barclay said: “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.”
MACH global head of sales, mobile billing and payments Michael De Jongh said: “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.”
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