Fitting well into the 3 key themes that emerged from MWC 2011 – applications billing, mobile data and network capacity – MACH’s two live demos on stand 1H49 in Hall 1 received considerable attention at the show this year. The MACH Data Roaming Engine and Direct Operator Billing live demos were very popular with visitors.
The MACH Data Roaming Engine saw phenomenal interest at the show. The team conducted almost 20 live demonstrations during the four days and received very positive feedback following, mostly in the form of requests for trials. The Data Roaming Engine has been designed to increase uptake of data roaming while abroad, making it cheaper and easier to consume for end users, while increasing revenues for operators. Operators will have the control to define roaming data packages based on data volume, length of time, or even applications used. Users will have the control to define exactly the type of services they wish to use via portals and apps.
MACH believes that this solution will drive up operator revenues by encouraging data roaming use. As the service is standard-agnostic and can be used for pre-paid, it will also open up new markets for operators. For end-users, it provides greater control, lower roaming phone bills and the ability to use a full range of mobile services when abroad. Trials are currently underway with two major operators.
Much of the interest in MACH’s Direct Billing Gateway Service was generated by the recent announcement of its partnership with Microsoft. MACH announced last month that Microsoft has selected this service for Windows Phone 7 applications and content billing. The service enables Windows Phone 7 users across the world to buy content from Microsoft’s Windows Phone Marketplace with a simple 1-click service, placing the fee for the application on the user’s phone bill. MACH provides direct billing as sole supplier to Microsoft Windows Phone 7 and to two other significant App Stores.
Through this service, MACH is essentially inserting operators in the Application and Content value chain by allowing users to purchase applications from their mobile, placing the payment on their mobile phone bill. Direct operator billing has been shown to be 13x more effective than Credit card payment methods and works across pre- and post-paid accounts.
Many of the interested parties at the show, from the larger app stores to the smaller developer groups, are currently using Premium SMS and were looking for a more flexible and user-friendly payment solution. They were particularly interested in finding out what direct operator billing is and how it can benefit them.
MACH’s Direct Billing Gateway service provides a direct operator billing solution for global application stores and developers to generate revenues from in-application billing with a 1-click buy user experience. Unlike traditional operator billing methods, such as PSMS or WAP billing, the DBG service offers a comprehensive real-time, one-click, cross-platform direct billing solution for application providers, App Stores and websites. The DBG service is supported by a global network of direct billing integrations to mobile operators.