Fortumo is launching its mobile payments services in India. Direct carrier billing with four mobile operators allows Fortumo to offer payments to around 530 million mobile users.
“India has historically been a tough market to crack for mobile payment providers due to outdated premium SMS technologies being widely used, making payment integration for mobile game and app developers complicated. Rather than relying on old technologies which were meant for selling ringtones and wallpapers, Fortumo connects to operators directly through direct carrier billing. In this scenario, users do not need to send any messages. This makes payments faster, in turn increasing conversion and revenue for developers,” explained Gerri Kodres, SVP Business Development and Carrier Relations at Fortumo.
The popularity of smartphones in India is increasing; the number sold in Q1 of 2013 grew by 74%. Android holds around 90% of the market share in the region. Fortumo’s direct carrier billing support will be available to subscribers of Vodafone, Airtel, Idea and Tata Docomo, who have a combined market share of 61% in the country.
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