Facebook Powers Mobile Billing Via Bango
Bango said that its integration with Facebook to power mobile Web carrier billing is now live in the U.S., U.K. and Germany; other countries will follow later this year.
Bango first announced the partnership back in February, with the goal of streamlining mobile payments for Facebook mobile users.“This enables Facebook's mobile Web users to easily purchase digital content without the use of premium SMS messages or the limitations of credit cards,” Bango stated.
Compared to traditional carrier billing, which may involve a number of steps, including SMS confirmation, Bango says its payments are quicker and result in a higher conversion rate: 77% compared to 40% for direct carrier billing systems.
Bango late last year struck a payments-related agreement with Amazon and more recently has become a technology partner for MasterCard’s PayPass mobile wallet.
The U.K.-based company already handles app store and virtual goods payments for clients such as EA Mobile, Opera, BlackBerry App World and Fox Mobile Group, as well as provide back-end analytics.
The move toward “frictionless” payment could help Facebook bolster its mobile revenue stream, along with other steps, including the launch of its own app store and its recent decision to start testing targeted ads for third-party apps and sites.
In a recent interview, Facebook CEO Mark Zuckerberg said mobile drives more engagement per person on the desktop and will make more money per amount of time spent than on the PC.