WAP Billing the natural next step for mobile payments

Representing my company Dialogue Communications I have had a number of recent meeting with mobile operators where I have outlined how we can help solve the problems hitting the mobile premium rate industry. These problems are three fold:

1. Premium SMS (or PSMS) reaches what is perceived as a saturation point and growth drops from 30% per year to about 5% per year.
2. PSMS Content Providers work harder to make their money and some of their efforts cause increases in complaints.
3. Mobile Carriers scale back the human resource available to run the PSMS business at the very same time as there are more complaints and an increasing need for responsible leadership in the industry.

Once we get into this 'perfect storm' of conditions, it is easy to just say the industry is not working as well as it should. But we could also introduce a WAP billing strategy, similar to Payforit in the UK. This strategy will do the following (according to research by Dialogue):

1. Reduce consumer complaints by 85%.
2. Increase click-through rates from 3% to 12%.
3. Increase premium revenues by 15% without cannibalising pre-existing PSMS.

These benefits are excellent in themselves, but when you combine it with other factors you have an industry poised for growth. The other factors are:

• Trusted payment frameworks like Payforit attract new players to the market. For example Soccer clubs in the UK Premier League are typical and are being signed up fast. They were reluctant to get involved in PSMS as it had a slightly tarnished image.
• Traditional mobile content providers are more and more shifting their advertising spend to online rathen than print and TV. A seamless click-through process such as that offered with a good WAP billing solution really simplifies the job of launching new services in new countries.

Dialogue provides good WAP billing infrastructure solutions for mobile carriers and content providers and it is well placed to help many telcos take this natural next step as PSMS revenues start to slow down.

Comments

[Software companies UK]

Cool,
I dont Wap billing will catch up,
Thanks for writing, most people don't bother.