DIMOCO
Carrier billing opens untapped customer pools
The huge and untapped potential lies in gambling
customers, who are not yet betting online, not typically sitting at their laptop or PC, but rather used to walking down the road to place a wager at their local betting shop. Rather than the niche market of high rollers using a platinum card, these are the casual mass market of blue collar players, spending an average of ¤30 per transaction. While they may still place bets at brick-and-mortar locations, all of these customers own a mobile phone. A potential payment option, which is simple, hassle- free and quick, can cater to the needs of these consumers even if they are less tech-savvy or, perhaps, time-poor. Like most people, these players are looking for the simplest way to both make their bet and pay for it. They just need to be aware that the phone in their pocket could be the answer, as well as their tablet, laptop, PC or connected TVs, securely identified via their carrier networks, as all those options can lead to instantaneously participating in the iGaming experience. The key is to make the connection between gaming
and carrier billing as a billing option. Consumers are likely already familiar with the concept of carrier billing. It is one of the top three payment methods on Facebook. If brought to their attention, a large swathe of any gambling operator’s potential audience will be aware of this service. This awareness is essential because so many
potential customers may not realize the option for those lacking credit or debit cards. Indeed, Europe has an average handset penetration rate of 124.2 percent with more than 1 billion devices available. But, at the same time, only 68.5 percent own a debit card and only 36.9 percent of adults own a credit card. This low-credit card penetration to handset ratio offers optimal conditions for carrier billing to support digital content production and monetization. Carrier billing enables those with a mobile phone – but no credit card, no bank account or no back-up funds – the ability to purchase and pay for goods, both physical and digital, via their handset. The mobile phone number is the identifier and no further proof of identity or credit is need. It provides instant, one-click functionality without the need for further time-consuming number input.
MAY 2017 75
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