In this presentation at the IAB Mobile Commerce seminar, Anil Malhotra, Co-Founder and SVP Marketing Alliances at Bango talks about the different mobile billing methods on a mobile site.

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© 2010 Bango plc
www.bango.com
IAB Mobile Commerce
Anil Malhotra, SVP Marketing & Alliances

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Bango
Bango customers include:
Founded in 1999 to enable mobile
marketing & monetization
Leading global brands use Bango for
mobile analytics and billing
On London Stock Exchange
since 2005 (AIM: BGO.L)
Offices in Cambridge, UK
and New York, USA

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Why Mobile Commerce
 On-line usage model shifting from fixed to mobile
 “See-Do” response to promotional activity
 Discover -> Decide -> Purchase
 Multiple billing methods
 Optimized network/location/demographic insights
 Comprehensive reporting and analytics
More
Customers
More
Sales
Better
Insights

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What is Mobile Commerce?

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$4.5 Bn customers pay via phone

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Vast – but complex - landscape
Operator WAP gateway
Operator Internet gateway
Your
mobile
site / app
RIM gateway
Browser gateway
Corporate gateways

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High yield operator billing
User browses
your store
Bango collects
the payment
You provide confirmation
and download
Minimum clicks to purchase

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Simple credit card billing
First time customer experience: Subsequent
experience:
Collect payments internationally

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Drive Payments within Mobile App experience
Card or Operator billing
Download App for free
In-app Billing
App running
on device
In-app “Pay
now” button
Confirmation
of payment

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How mobile consumers arrive & return
SMS Marketing 14%
Search 36%
url/bkmarks 11%
PC websites 7%
Ads 16%
Social 13%

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Detailed Tracking & Reporting
Conversion rates
− By date / hour
Revenue reports
− Earnings by date/hour
− Earnings per categoryVisitor activity &
revenue at a glance
Real-time payment reports to grow your sales conversions

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Deep Consumer Insights

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Mobile Commerce: Micro to Mega
Cash, Credit, Pay