Infobip extends reach into Russian market with direct mobile billing

Mobile messaging and payments provider Infobip has enabled m-commerce direct mobile billing connections for its global network of merchants and retailers throughout the Russian market.

The integrated solution allows pre-paid subscribers across all of the major Russian operators to purchase digital and physical goods using their mobile phones.

Mobile users in Russia can make payments via m-commerce direct mobile billing to new and existing merchants, online retailers and utilities providers connected to Infobip’s Centili platform. M-commerce direct mobile billing is a very popular payment method in the Russian market and this model applies to transactions made through pre-paid mobile accounts. This is a lucrative market for businesses as pre-paid connections represent 83% of the country’s total connection base, as of Q4 2013. M-commerce direct mobile billing services in Russia allow subscribers to make single transactions of up to 15,000 roubles ($300).

These new connections have been established across the Russian market, increasing the number of direct mobile billing options for mobile subscribers. The service is applicable to subscribers of all five major Russian mobile operators, which cover 98% of the country’s connection base altogether, as of Q4 2013. Infobip’s Centili platform is able to support transactions for digital and physical goods, opening up the market to a wide range of merchants, content providers and other businesses.

Subscribers enter their mobile phone number into the Centili widget and confirm the payment, the amount is then automatically charged to their pre-paid mobile account.

“Russian consumers tend to avoid payment options where they need to reveal personal information. In many cases, they are more likely to pay for utilities or other goods and services using m-commerce technology,” said Paolo Rizzardini, VP Mobile Payments at Infobip. “The Centili platform is aligned with our strategy of integrating local payment flows and options, helping our clients to reach as many subscribers as possible.”

M-commerce services are highly popular in Russia and are commonly used by consumers when paying for services such as in-game tokens, downloads, physical goods, utilities, transportation, tickets and coupons.


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