Making money in the online streaming business in India isn’t an easy job, still, business are trying out different modes. Operator billing for the service is a convenient mode and Ditto TV , an online streaming portal from the house of Zee Entertainment Enterprises Ltd. is trying it now.
Ditto TV, which offers a large collection of premium content through 70 Live TV channels along with on-demand video capabilities has partnered with global mobile payment firm Fortumo to launch operator billing solutions to its consumers.
With the new alliance, users can now subscribe to content on Ditto TV and make payments directly through their mobile operator, without going through the hassles of using credit cards, cash on delivery or net banking options. This payment model is available for both post-paid and pre-paid mobile users.
A customer needs to select the content to view and confirm payment on the mobile phone, charging the amount to the operator. Fortumo will process the payment request with the concerned telecom operator and once the verification is generated, the user can avail the content. The payment is later charged to the customer’s mobile bill or deducted from his pre-paid account balance, as the case may be. Right now the service is available to customers of Airtel, Vodafone and Idea only.
Operator billing is one of the rational ways wherein the user avails the ease and simplicity of making payments without getting into the hassles of online or credit card transactions. While the process provides convenience, it also reduces the risks associated with credit cards, there by providing a larger audience for Ditto TV to reach out to.
Tying up with Fortumo is a smart move considering the global mobile payment firm has operations in 80 countries, and recently announced its expansion into India, where it has already partnered with major telcos, including Idea Cellular, Vodafone, Airtel and Tata Docomo.
With smartphone penetration at it’s all time peak in the country, the new tie up has also provided the ease for users to watch premium content on mobile without worrying much about the payment methods.
Operator billing has been a tested way. Last December, online Indian television and movie streaming service Spuul tied up with Boku, a mobile online payments company for carrier billing services.
Can operator billing rescue online streaming services in emerging markets?