iflix and Fortumo are launching direct carrier billing service for iflix users in Indonesia, Pakistan, the Philippines and Thailand.
Direct carrier billing allows mobile phone owners who subscribe to iflix to use their airtime balance or monthly phone bill to pay the access fee from their mobile operator balance. It is estimated that more than 620 million people in Indonesia, Pakistan, the Philippines and Thailand will gain access to the service.
In emerging markets where iflix operates, less than 10% of people own a credit card while smartphone ownership is already around 40% of the population. This means direct carrier billing allows a significantly larger portion of people the ability to pay for iflix subscriptions.
“We are always looking to offer customers the best and most seamless iflix experience possible from content to service to payments. As we continue rapid expansion into emerging markets globally, we are confident that Fortumo will provide seamless payment integration in our markets”, said Tim Whelan, iflix Global Head of Payments.
“Smartphone ownership and digital content consumption is growing fastest in the emerging markets of Asia. iflix has successfully tapped into this opportunity and become the leading provider of video entertainment in the region, thanks to their clever and localized approach to marketing, user acquisition and monetization. We are very proud to help iflix scale and grow their revenue in these emerging economies,” said Andrea Boetti, Vice President of Global Business Development at Fortumo.
iflix has leveraged Fortumo’s Payments API to expand its payment reach across its Asian markets, allowing iflix to roll out direct carrier billing for multiple mobile operators at once utilising Fortumo’s pre-existing integrations with the carriers. iflix can simultaneously use advanced features of direct carrier billing such as free trials dynamic pricing with a fully iflix-branded payment flow to increase user acquisition and payment conversion.
Carrier billing for iflix via Fortumo has been made available for subscribers of the mobile operators Smartfren and 3 in Indonesia, Telenor and Zong in Pakistan, Smart and Globe in the Philippines, and DTAC in Thailand. Iflix and Fortumo expect to announce support for more carriers in Asia as well as the Middle Eastern & African region (MENA) over the upcoming months.
iflix is a subscription video-on-demand service based in Kuala Lumpur and focused on emerging markets. The site serves as a digital hosting and distribution platform for Western and Asian dramas obtained through partnerships with over 150 studios and content distributors globally including Disney, Paramount, BBC, Sony Pictures and Discovery. iflix services are available in Malaysian, Chinese, Thai, Indonesian, Sinhalese, Urdu, Vietnamese, Burmese, Arabic, Khmer and English. As of May 2017 iflix has more than 5 million subscribers.