Ay+ and Infobip have announced a collaboration on the development of pre-loaded direct-billing apps for Android smartphones.
Ay’s mobile app and gaming platform is pre-loaded onto Android smartphone destined for emerging markets.
The new functionality from Infobip will allow for users to add the cost of a new app, or in-app purchases such as credits and upgrades, onto their mobile phone bill – removing the need to produce a bank card or pre-load payment information.
The collaboration will bypass the need for app developers for emerging markets to publish via Google Play’s store.
As part of the agreement, Infobip, the international mobile messaging and payments provider, will promote the Ay+ platform to its users.
RollTech, the owners of Ay+, forecast that by the end of 2014 over 80 million Android phones will be preloaded with apps, games and content delivered via its Ay+ platform.
Stefan Kostic, Infobip Business Development Director APAC, said of the deal:
“As the smartphone ecosystem in developed countries becomes increasingly mature and margins are squeezed, developers will expand into developing markets and look for distribution partners that will help them to maximise these new opportunities. Working with RollTech we are able to provide the mobile developer community with a distribution channel that will support direct mobile billing, enabling them to monetise apps and services. This partnership extends our reach in the developing markets and further consolidates our position as one of the leading providers of direct mobile billing services.”
The announcement was made against the backdrop of the flotation of King Digital Entertainment Plc (NYSE:KING) on the stock exchange. The makers of Candy Crush launched their IPO at a value of $7.1 billion.