Mobile payment company Fortumo and mobile operator Telenor are launching direct carrier billing for consumers in Serbia.
More than 2 million Telenor customers can now make purchases of digital services and games in app stores, by paying through their phone bills.
Serbia is the seventh country in which Fortumo and Telenor have launched carrier billing, having worked together in Pakistan, Thailand, Malaysia, Hungary, Bulgaria and Myanmar.
"As part of our strategy to become the preferred partner in the digital lives of our customers, we are enabling content that creates high value for them. There are different ways for operators to enable use of digital services and payment through the monthly bill will further simplify purchasing, which does not require a credit card," said Nenad Hasura, Consumer Services Manager.
“Giving customers better access to digital services increases their loyalty and reduces churn. Making premium content available through carrier billing is one way to achieve that,” said Martin Koppel, CEO & Co-Founder of Fortumo.
In Serbia, approximately three times more people have smartphones than credit cards (45% and 15%, respectively). This means the majority of customers accessing online content are unable to pay for premium services. Carrier billing resolves this problem by enabling online payments for all postpaid and prepaid Telenor subscribers.
Carrier billing has three main benefits over credit cards: reach (more customers have access to the payment method), simplicity (payments are completed in seconds without the need to log in or enter any payment details) and security (no personal details need to be shared, mitigating the problem of online fraud).