Bango hails UK operator open gardens, envisages 'credit card' payout rates to content providers.
Measured across its total base of content providers, Bango saw traffic grow fastest on networks where steps were taken to encourage more browsing off-portal and where payout rates increased to content providers.As such, it says Vodafone UK has risen to first place in the value of off-portal content sales through Bango channels.
Bango says Vodafone has benefited from being among the first to offer a 'clean, consumer friendly WAP billing interface'.
It also cites the fact Voda supports the move to a more open model by placing a search box prominently on the its portal home page. Bango says Voda's pay out rates are among the highest of all the UK operators.
Bango CEO Ray Anderson said: "2007 was a good year for all UK networks but by moving decisively to support off-portal content sales, Vodafone leapt to the top of the league in value of transactions. We foresee the UK operators battling to offer even better payout rates, approaching that of credit cards."
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