Indian marketing platform mydala has collaborated with Fortumo, an Estonia-based mobile payments company, to introduce carrier billing in the Middle East, with payments launched initially in Dubai.
mydala customers in the Middle East can now purchase discounted deal offerings by charging payments to their mobile phone bills.
Fortumo said that carrier billing allows mobile phone owners to charge payments either to their monthly phone bills or deduct them from a prepaid SIM card.
Under the partnership, mydala has integrated Fortumo’s cross-platform mobile payments product into its web portal to enable reaching users in over 90 countries. The product will be available on both desktop web, mobile web and inside applications.
mydala.com founder and CEO Anisha Singh said: “mydala made a push for mobile payments in India four years ago and we have seen a spike in adoption of digital wallets and other innovative digital payment solutions.
“We chose to work with Fortumo as they are a reliable and stable partner given their experience in the payments market. We look forward to working with them to provide great value to our customers in Dubai.”
Fortumo India head Sanjay Sinha said: “Digital commerce is moving to mobile devices and this has resulted in merchants needing to readjust their monetization strategy. Card-based payments are popular in Western markets where content consumption also happens on desktop devices. But in India and the Middle East, most people are mobile-only with no access to credit cards.
“We are excited to help mydala in their global expansion by providing their customers with carrier billing, the most accessible and user-friendly payment method globally.”