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Digital Select Ltd

Marketing DCB sees 20% sign-up rate for UAE-based MNO du


At least 20% of customers targeted with a DCB offer to use Google Play store in the UAE sign up and make at least one payment using carrier billing.

That has been the experience of UAE-based carrier du, which – working with Bango – has been looking to target customers that are looking likely to use carrier billing with a message encouraging them to do so.

If they are interested, they get to use the one-click payment tool in the Play store within pre-approved limits. Within two weeks of initiating the marketing programme, 20% of targeted customers had made at least one purchase.

Baseil Zaki, Head of Value Added Services, Devices & Loyalty, du Consumer Services explains: “du works hard to enhance and expand the services we offer our customers, providing the best experience across a range of leading OTT services. Bango is a long term, trusted partner du uses to power these services, which include Google Play and Amazon Prime. The success we have experienced with the latest Bango technology is significant, we are excited to apply this technology to activate and grow new audiences for our mobile commerce offerings.”

Jim Plimmer, SVP Payment Products Strategy and Sales at Bango adds: “Bango technology combines payment data insights with smart marketing technology to enable mobile operators and merchants to get the right message, to the right user, at the right time. This combination provides a powerful route to attract and grow the active user base.”

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