MACH brings In-App direct operator billing to German mobile apps market

LUXEMBOURG: MACH, the leading provider of hub-based mobile communication solutions, announced that its Direct Billing Gateway has been launched across the four main German mobile networks, enabling direct operator billing for more than 80 million mobile subscribers across the country. In a first for Germany, the Direct Billing Gateway will also enable in-app payments, opening a brand new revenue stream for app stores and content providers, while delivering dynamic app pricing and innovative business models.

MACH’s direct operator billing service will benefit German mobile subscribers by providing them with the option of buying apps and, for the first time, in-app goods and services through a simple 1-click process, placing the fee for the application on the user’s phone bill. As well as improving the end user experience, direct operator billing will benefit app developers in Germany through the effective monetisation of mobile content, while in-app billing will facilitate new business models for developers based on the sale of virtual goods and services from within the app itself.

Charles Damen, VP, Mobile Content and Applications, MACH, commented: “MACH’s business is built around making the monetisation of services easier for our customers. Through its Direct Billing Gateway, MACH is providing the glue that will unite application stores, content providers and merchants with operators and simplify the apps ecosystem in Germany. Furthermore, the direct operator billing service enables real-time monitoring of transactions and flexible pricing points, and will bring true e-commerce functionality to apps propositions when compared to the old P-SMS environment.”

The launch allows app stores and content providers to instantly deliver direct operator billing and in-app billing without the need to set up individual agreements with the main German operators. This saves considerable time and OPEX while allowing application providers and merchants to focus on their core business of enabling an open apps environment across Germany.

The Direct Billing Gateway removes the need for cumbersome Premium Messaging or re-direction to WAP payment pages and through its simple 1-click billing process, increases the likelihood of customers continuing through to purchase. Moreover, it allows users to buy apps regardless of whether they have a credit card or are on a pre- or post-paid contract, vastly increasing the potential market for apps purchases and further helping to drive revenue growth for customers and operators alike.

The ability to bill without recourse to a credit card also offers subscribers a much more secure channel through which to pay for apps and in-app goods, providing consumers with the peace of mind that they are not compromising sensitive information while making their purchases.