Making Science

Bango Heralds Quiet Revolution

David Murphy

A quiet revolution is taking place in the way that media companies and content providers engage with their consumers. So says Bango, which believes that the opening-up of mobile traffic channels paying for on-portal links to off-portal sites and mobile advertising from Yahoo! and Google means that content providers are acquiring customers through the mobile Internet rather than via PC web affiliate programs.
WAP billing is now the preferred way to sell content to customers acquired through mobile marketing, says Anil Malhotra, SVP of Marketing and Alliances at Bango. This e-commerce for the mobile web will, we predict, follow the UK lead and dominate how subscriptions are marketed and sold in the US within the next 12 months.
Subscriptions are the mainstay of the mobile content market in the US. Bango says that itsĀ  MMA-compliant WAP-based mobile subscription service provides a seamless consumer journey, eliminating the need to send text messages to make a purchase. It also offers a safe buying experience for consumers, with the price, subscription time period and Ts & Cs clearly displayed onscreen before consumers click to purchase.
A recent update to the Bango mobile subscription service provides an API that enables content providers to immediately see the status of all their subscriptions. Bango re-bills consumers on behalf of the content provider once the subscription period has finished, notifying the user by text, says Malhotra. Using the Bango API, content providers get up-to-date information on the status of each subscription which is invaluable as they measure the conversion rates of their mobile marketing.
Bango anticipates that US mobile operators will support more flexibility around subscription pricing models next year, with the introduction of weekly subs, at price points other than $9.99, as has happened in the UK.
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