Malaysian mobile operator Tune Talk and mobile technology company Fortumo have launched direct carrier billing (DCB) for Google Play, allowing 1.5 million Tune Talk subscribers to pay for in-app content and apps from Google Play by charging purchases to their Tune Talk prepaid SIM card.
Ameen Amaendran, Tune Talk CEO, explains: “For the longest time, we have always been working towards enabling our Tune Talk subscribers to seamlessly enjoy and purchase their favourite mobile applications with airtime credit. However, there was a limitation in launching Direct Carrier Billing (DCB) previously due to the brand recognition of MVNOs in Malaysia. Thankfully, with the recent Google policy change, we were then able to collaborate with Fortumo and as of May 2020, Tune Talk is now fully live with Google DCB. We foresee an increase in usage among our subscribers and would like to attribute part of this launch success to Fortumo’s professionalism in managing our expectations. It is safe to say, we are pleased to be in partnership for the long run.”
“Carrier billing provides mobile users with the easiest way to pay for digital content. Fortumo makes it easy for telcos to launch world class digital entertainment to their subscribers: not just Google Play, but a wider portfolio of streaming, gaming and other digital merchants. We look forward to growing our partnership with Tune Talk,” adds Taavi Krusell, VP of Carrier Sales at Fortumo.
Beside full project management for the Google Play integration, the company will also support Tune Talk with marketing advice on to maximize subscriber uptake and revenue from the payment solution. This guidance is based on Fortumo’s work with dozens of other telcos on Google Play deployments. Tune Talk will also be able to use the Fortumo Insight platform for real-time analytics on Google Play and to pinpoint activities for performance improvements.
In Malaysia only 21% of people own a credit card while 83% of people have a smartphone. This means the majority of mobile users are able to access content, but cannot pay for premium services.
Carrier billing resolves this issue for digital content merchants by making online payments available to anyone with a mobile device. Any mobile device owner can securely add the transaction to their monthly phone bill or deduct the charge from their prepaid SIM card.
Additional data on the digital ecosystem of Malaysia and other countries of the region is available in Fortumo’s recent Asia market report.
Tune Talk is the second mobile operator to launch carrier billing on Google Play with Fortumo in Malaysia, where the company has been working together with Unifi Mobile since 2017.
In recent news from the region, Fortumo announced a payments partnership with Indonesia’s leading digital publisher Tempo.