Make the Most of Your Brand: Monetising HTML5 with Carrier Billing
The value of mobile applications to brands is beyond question – in fact, it is almost something of a shock when a major marque doesn’t have one. Companies see apps as a means of building stronger, closer relationships with their customers, augmenting their existing marketing efforts.
In HTML5 we have the next generation of apps. At present, should a company wish to release an app they are required to use an app store provider and subsequently have to adhere to certain criteria and rules to gain approval. These rules can – although not necessarily – lead to a ‘watering down’ of the brand, diminishing the value of their offering.
It goes without saying that app stores do bring benefits, the primary one being a means of distribution, yet with so many apps competing for the attention of consumers they risk being lost in the noise. HTML5 gives companies a greater degree of control over their applications, and by extension their brand, by allowing them to market directly from their own websites.
The shift from native applications is already underway with companies such as The Financial Times already moving to HTML5. However, with new opportunities come new challenges: in the case of HTML5, this is how to capitalise on the branding advantages and successfully monetise.
Today app stores offer a simple and effective way for app providers to charge for content: consumers’ credit/debit cards are linked to app store accounts and charged directly. With HTML5 brands will need to find a means for consumers to make quick and simple payments beyond handing over credit or debit card details directly, something which consumers may be unwilling to do for each and every app on their phones. Likewise, a payment mechanism for those without a credit card is needed.
For brands to successfully monetise the greater brand control HTML5 brings, they need to provide a payments process which is simple for the user, easy to manage and available to as many people as possible.
The answer to this question of monetisation lies in carrier billing. By utilising carrier billing, consumers can quickly pay for content directly through their mobile account, without using a credit card. They simply choose their purchase and have the cost deducted from their prepay balance or added to their monthly bill.
Carrier billing has the advantage of reaching everyone with a phone giving applications a much wider distribution and payment pool. By working with a billing partner like Ericsson IPX, brands are not only able to provide a swift and simple payment process; they are able to leverage the trusted relationship between the mobile operator and consumer to encourage the buying of content.
Consequently, revenue is increased and consumer response is more positive, leading to better recommendations.
Jeremy Hamill-Keays of Ericsson IPX will be taking part in the ‘Is HTML5 the Future?’ panel at Apps World 2012 in London at 10.10 on 3rd October, where he will be discussing this issue in greater depth in addition to many other issues affecting the HTML5 ecosystem alongside with participants from Google, Facebook and Betfred amongst others.
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