Billing solution connects to 60 mobile operators in 15 countries.
The IPX platform gives users the option to purchase items transparently without the need to enter any information other than their phone number. Traditionally, users would have to fill out a lengthy form.
Authentication is also handled by the operator, making the purchase process simple and fast. Ericsson claims this simplicity delivers purchase completion rates that are typically 10-15 times higher than when a credit card is used on the internet.
However, the company believes its solution will complement not compete with established forms of billing.
Peter Garside, UK and Ireland director for Ericsson IPX, said: “Millions of people don’t have credit cards, and many who do don’t want to use them when paying for items on a mobile web page. This solution is for them. And it also means that web content can be sold regardless of territory.”
With talk of ‘freemium’ models all the rage, and the vast amount of free products making it more and more difficult to sell products on app stores, this is a payments development worth watching.
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Now, Ericsson is setting its sights on publisher partners, and the sign up of more operators to the system. The firm will charge publishers a fee and take a revenue share from carriers.
