MONETISING MOBILE: Nokia on the importance of operator billing | Mobile Devices | Mobile Entertainment

MONETISING MOBILE: Nokia on the importance of operator billing

MONETISING MOBILE: Nokia on the importance of operator billing
Stuart Dredge

by

Devices / Nokia / May 25th 2011 at 6:44PM

Some of the successes Ovi Store has had in the carrier world.

Nokia's head of strategy (digital commerce) Yatin Pahwa took the stage at Monetising Mobile in London tonight to talk about the company's lessons on operator billing.

Ovi Store currently generates more than five million downloads a day, with 300,000 new accounts created every day, and around 80% of daily traffic converts to a download. Pahwa said operator billing has been key to that growth, with carrier billing on the Ovi Store in 37 countries across 116 operators.

He shared two case studies from Italy and Mexico. On a daily and monthly basis, the number of transactions billed through operator billing in Italy is around 75%, with 25% paying via credit card. In Mexico, it's a lot higher - "if nothing else at least because of credit card penetration levels" - more than 90% of Mexican Ovi Store users pay via operator billing.

"As we have launched in different countries and we have had credit card available first as a billing option, and when we have added operator billing as an alternative option, all our key metrics have shot up," he said. On average, there are between 4-6 times the number of users paying via operator billing as via credit card on Ovi Stores, although this is as high as 13x in some markets.