O2 has launched its direct billing platform, with consumers able to by apps and products and have the cost charged to their monthly mobile phone bill.
As previously announced in October, the operator is using director operator billing company Mach to run its Charge to Mobile service. The platform allows consumers to buy apps regardless of if they own a credit card or have a pre-pay or post-pay phone.
Danny Barclay, head of interactive sales at O2, said: 'Our new Charge to Mobile platform is an important, strategic launch for O2. 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.'
Author: Graeme Neill