So says Bango, which cautions that the industry is not prepared for the hotspot boom.
Specifically, the mobile billing and analytics specialist says 20 per cent of people visiting sites in its network to purchase content are doing so via a Wi-Fi connection.
Bango says this trend - driven by the growth of smartphones - presents a major challenge to content providers and operators because Wi-Fi surfers are unrecognised by the networks, making it difficult to sell and market mobile services to them and thus impacting revenue.
In response, the company says it's working with operators and content providers to develop a mobile billing technology that allows customers connected over Wi-Fi, and other non-operator networks, to use operator billing.
Ray Anderson, CEO of Bango, said: “These statistics are both a warning and an opportunity for mobile businesses to ensure their mobile billing solution can secure the same high conversion rates from the growing number of Wi-Fi connected customers.”
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