In-app payments are quickly becoming a central part of the mobile commerce experience, especially as digital goods continue to grow at strong rates. Driven by app developers looking to monetize more effectively, payment methods like direct-to-carrier billing are making it easier for users to complete purchases without leaving the app. While gaming leads the way in adoption, in-app purchases are spreading across categories from education to health and fitness. As the model evolves, the real value lies in creating a seamless and secure payment experience, one that removes friction and keeps users engaged from discovery to checkout.
A market segment that continues to get more interesting are in-app paymentsand as we pointed out in our recent research report, Carrier Billing: TeenyTiny Gets Bigger, many digital goods categories are growing at healthydouble digit rates. Fueled by app developers and their investors lookingto make a profit, the consumer payment experience in this segment is beingdefined by in-app, direct-to-carrier billing services like Boku, Onebip, andBill-to-Mobile.
The company said that the most popular categoryfor the use of in-app purchases was games, which saw more than twice theadoption of the second biggest category, tools and productivity.
But in-app purchases are being used across awide range of app categories, including books and reference, health andfitness, education, and kids and family.
The trajectory of large merchants making smaller andsmaller-size digital goods and services more palatable to consumers within amobile app is just now ramping up. The value of the payment process liesin its ability to provide seamless, safe authentication within an application,something in-app products and their telecom partners have figured out.
Read full story:http://www.mobileworldlive.com/in-app-purchases-gaining-ground-with-windows-phone-developers
Read related Mercator Advisory Group research: Carrier Billing: Teeny tiny Gets Bigger :
http://www.mercatoradvisorygroup.com/index.php?doc=Debit&action=view_item&id=896&catid=4
