CENTILI
104
The potential of carrier billing in the digital ecosystem is not a new story : buying a low-priced game token , a piece of music or social media item with a mobile phone and charging it to a phone bill has been an appealing prospect for 20 years . Yet telco payments have not risen to the universal availability and recognition .
Regulation , hesitation , and revenue split issues held the potential back . Despite that , great examples of telco payments came to life in the past years , enabled by enthusiasts from monetisation companies , MNOs and agile developers . The gaming industry has gone a long way . Dating service ‘ Badoo ’ excels in using telco billing in many global markets . Learning apps , audiobook services and e-publishers are increasingly looking towards MNOs as partners in monetisation .
To put it in play on a larger scale is not easy , but it ’ s doable . According to Zoran Vasiljev , CEO at the monetisation company Centili , carrier billing platforms and business practices have matured , and the time is ripe for a different approach . Since being founded in 2011 , the company he is now leading has implemented countless payment pages , flows and subscriptions with hundreds of MNOs and digital merchants . Wargaming , Badoo , iTaxi , Bigo and 21st Century are some of them . As a technology partner , Centili has removed complexity and worked out ways to make carrier payments easy to spot and use by customers , easy to manage and settle by mobile operators , and easy to add to games , websites and apps .
Vasiljev believes that , in 2020 , the prerequisite expertise , platforms and knowledge needed to implement and run carrier payments on a large scale now exist , in ways that will not only serve subscribers , MNOs and
DECEMBER 2020