mydala launches carrier billing in the Middle East with Fortumo

Local services marketing platform mydala is implementing carrier billing from Fortumo.

The Indian company has a global reach, and is debuting the service in the Middle East region with payments initially launched in Dubai. mydala customers in this market can now purchase discounted deal offerings conveniently by charging payments to their mobile phone bill.

Anisha Singh, Founder & CEO, mydala.com, said, “mydala made a push for mobile payments in India four years ago and we have seen a spike in adoption of digital wallets and other innovative digital payment solutions. We look forward to working with Fortumo to provide great value to our customers in Dubai.”

“Digital commerce is moving to mobile devices and this has resulted in merchants needing to readjust their monetisation strategy. Card-based payments are popular in Western markets where content consumption also happens on desktop devices. But in India and the Middle East, most people are mobile-only with no access to credit cards,” said Sanjay Sinha, head of Fortumo India.

With internet consumption now predominantly coming from mobile devices, carrier billing has become a suitable replacement for card-based payments. Small-screen devices are unsuitable for the long checkout flows of credit cards, where users need to enter personal information and fill out long forms. Instead, carrier billing uses only the consumer’s phone number to authorise the payment.

In the United Arab Emirates, only 37% of people own a credit card. At the same time, over 80% of people already have a smartphone. This means most people shopping online are unable to make payments to merchants. Carrier billing solves this issue by allowing any mobile phone owner to charge payments either to their monthly phone bill or deduct them from a prepaid SIM card.

To expand their payment reach, mydala is using Fortumo’s cross-platform mobile payments product integrated into their web portal. This product enables reaching users in over 90 countries through one integration, while being available on both desktop web, mobile web and inside applications. Localisation (support for 50 languages and 40 currencies) and platform-adaptive checkout flows increase user-friendliness of making payments, thus increasing conversion and revenue for merchants.

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