Payforit: Is it really everything the networks hoped for and more?
A lot of people still remain unconvinced on Payforit in the UK market. This is mainly due to one simple and easy to understand reason: conversions.
But as time has moved on since the first PFI UK release, much has changed. The most notable is the call to action is getting better and more streamlined as subseqent Payforit versions have been released. Thus, it’s not surprising that conversion rates have improved. At txtNation we have seen a rise of up to 15 percent on conversion rates compared to short codes (i.e. when used on mobile sites, Payforit for WAP).
Let's not forget that Payforit was in development for several years. And I think that now we are at a stage where there is a clear user interface and a single-click payment method that consumers will learn to trust and that will succeed.
For me, where Payforit truly excels is in the fact that it can immediately open up a new marketing channel almost overnight. Payforit’s MSISDN forwarding, or pass-through, facilitates increased billing. It’s that simple.
The other improvement is in customer care. Payforit has improved pricing transparency at the point of purchase and also when the mobile payment is confirmed.
Payforit for everyone
Direct operator billing, as it is in some other countries, is not currently possible in the UK. What is very clear from working with the telco’s daily is the ‘back-end’ for PayForIt is approved for direct billing via an operator, customer friendly and has a secure, branded ‘front end’.
Payforit from the customers point of view
The good news for the customer is one click payments. No shortcodes need to be remembered anymore; therefore, the possibility of fraud is greatly reduced. Customers also need not register. Collaboration, and a session with a mobile network operator, provides all customers need to purchase. There's no entering credit card details. It's simple, anonymous purchases!
Finally, as we all know, consistency counts. Consistent payment pages from step one of the PFI process instil confidence.
Of course, all these things can still be achieved using Premium SMS with web opt-in via a PIN now possible again through several third-party approved PIN suppliers in the UK.
So now the choice for digital service providers in the UK market in terms of mobile operator-backed billing, is between premium SMS using a mobile operator opt-in, web opt-in (PIN) and Payforit UK.
Michael Whelan Michael Whelan is Director of txtNation, a mobile billing, messaging and campaign solution provider. After co-founding txtNation in 2002, Whelan led its strategy, sales and client services. Prior to txtNation, Whelan was with Lightspeed Interactive, a leading e-commerce and consulting firm. Whelan studied Multimedia Production Technology (BSc) at Plymouth University in the UK. www