Vietnamese mobile operator Vietnamobile (part of Hutchison Asia Telecom Group) and direct carrier billing company Fortumo have announced the launch of direct carrier billing in the Google Play app store.

Thanks to the partnership, more than 10 million Vietnamobile subscribers can now purchase apps and in-app content from the app store and charge it to their phone bill.

"Vietnam is one of the fastest growing economies in Asia and mobile services are a large part of this," Gerri Kodres, chief business officer at Fortumo, said in a press release. "Integration with Fortumo's platform provides Vietnamobile with a robust and scalable solution for connecting them to the world's largest digital merchants through one integration, along with superior analytics."