Mobile payments company Bango has enabled mobile operator Viva Kuwait to upgrade its Google Play carrier billing from a direct integration to the Bango Platform.
Kuwaiti customers can now enjoy the enhanced performance delivered through the Bango Platform, while developers selling through the Google Play store in Kuwait will see increased sales from Viva customers through the Bango Boost program.
Viva Kuwait is the latest in a series of upgrades from direct connections to the Bango Platform. Operators want to grow the value of their app store business by attracting new users, boosting support for higher spending customers, and opening up their customer base to developer marketing. The Bango Platform provides data for operators and developers to segment and develop the app store customer base, which drives up activity and revenue levels.
More mobile operators are choosing the Bango Platform to run their Google Play carrier billing business, to benefit from the advances in payment technology that Bango delivers. The first generation of app store carrier billing activations was dominated by direct connections, but a bilateral connection between operator and store creates a payment route “silo”, so it does not benefit from the continuous improvements to payment performance that are generated through an industry-wide, multi-party platform.
“As technology matures it trends towards standardisation”, commented Anil Malhotra, Chief Marketing Officer at Bango. “A standard platform for alternative payments means that merchants can scale up faster using known, reliable technology at low costs of deployment. This is what the Bango Platform provides, giving operators a way to achieve higher revenues from app stores than they can secure through direct integrations”.