Late last month, Facebook turned on carrier billing functionality on its mobile app in UK, USA and Germany. Facebook mobile integrates Bango, a leading mobile payments and analytics company which provides mobile web carrier billing.
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Carrier billing makes mobile purchases of digital contest easy for users, without the use of premium SMS messages or credit cards. Frictionless operator billing via phone extends consumers’ payment choice.
Bango has become the payments platform of choice for many of the world’s leading app stores. In addition to Facebook, Bango’s existing app store connections include Blackberry App World, Opera Mobile Store and operator-led connections to Google Play.
Bango recently cited on its blog:
“Conventional operator billing is expected to achieve a 40% conversion rate. Put simply, most mobile commerce customers who click ‘buy’, do not successfully buy. Billing with the Bango payment platform delivers an average conversion rate of 77%. Most users who click ‘buy’, do buy.”
It is clear that Facebook sees mobile as a vital part of its strategy. Monetising its mobile user base makes perfect sense, and reduces the dependency on advertising revenue.
Facebook recently acquired San Francisco-based mobile payment startup TagTile, another move which signals the social giant’s seriousness in the mobile space.