Facebook is now accepting mobile payments for mobile web services via carrier billing in the US, UK and Germany. The new service, powered by Bango, could pave the way forward for the on-street purchase of virtual goods as m-commerce gains ground.
Facebook is keen to see its own currency – Facebook Credits – take off as a de facto way to by content and web services within its ecosystem.
The advent of the new Bango service means users can buy virtual goods and gifts via their mobile phone bills as part of a one-click system without the need for credit cards.
Bango will be rolling out Facebook carrier billing to other countries later this year.
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 has also announced an agreement to provide payment services to Amazon and has become a technology partner for MasterCard’s PayPass mobile wallet.
Carrier billing conversion rates
Conventional operator billing is expected to achieve around a 40pc 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 77pc.
“We are delighted to bring Bango’s payment experience to Facebook,” Bango CEO Ray Anderson explained.
“As the mobile web experience has matured and improved, consumers are increasingly keen to purchase digital goods on mobile devices.
“By ensuring a frictionless payment experience, Bango technology is unlocking the business potential of the mobile web,” Anderson said.
Mobile money image via Shutterstock