Facebook rolls out new in-app mobile payment functionality

by bold-lichterman

Following an agreement with the company Bango last February, Facebook launched this morning a new in-app mobile payment functionality.

Facebook rolls out new in app mobile payment functionality

The service, which is already available in the United States, Germany and the United Kingdom, allows mobile users to purchase virtual gifts or even game credits with a single click. The functionality, which is based directly on billing for mobile operators should be rolled out in all countries by the end of the year.

Indeed, according to the site The Next Web, Facebook has already concluded, with this in mind, partnerships with operators AT&T, Deutsche Telekom, Orange, Telefónica, T-Mobile USA, Verizon, Vodafone, KDDI and Softbank Mobile Corp.

The solution set up by the Bango company is already in use on BlackBerry App World, the Mobile Opera store and Google Play. Amazon is also expected to use this mobile payment service as part of a similar upcoming project.

In a press release, Bango claims that its technology achieves a conversion rate close to 77%, compared to an average conversion rate of 40% observed on similar platforms.

For now, Facebook has not yet detailed or commented on the implementation of this new option, which will allow developers to more easily monetize their services.

The announcement of Bango emphasizes, however, to what extent Facebook is multiplying initiatives to monetize its mobile audience. A challenge widely singled out during of its initial public offering. As a reminder, last week Techcrunch revealed that Facebook was currently testing a mobile advertising network for third-party applications.