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ALT Balaji partners Fortumo for carrier billing

MUMBAI: Balaji Telefilms’ digital platform ALT Balaji has announced a partnership for carrier billing with leading global mobile payments company Fortumo.

ALT Balaji users will be able to subscribe to the streaming service by conveniently deducting the charge from their prepaid SIM card or charging it to their monthly phone bill.

ALT Digital Media Entertainment CEO Nachiket Pantvaidya said, “We at ALT Balaji are always at the forefront of creating better consumer experiences and carrier billing is one such initiative for frictionless platform-consumer relationship. We are entering this partnership to enable and strengthen a seamless payments experience on ALT Balaji using Fortumo’s reach and telecom relationships. We have found Fortumo to be a great service partner enabling ALT Balaji to tap into the huge smartphone and telecom user base in India and overseas market.”

In addition to ALT Balaji, Fortumo’s direct carrier billing platform is also used by app stores (Google Play), digital media providers (Spotify, Sony, Gaana) and gaming companies (EA Mobile, Gameloft, Kinguin, Rovio). In order to enable global carrier billing for these merchants, Fortumo has partnered with more than 350 global mobile operators, including the groups Telenor, Orange, T-Mobile, Telefonica and Singtel, as well as leading mobile operators in India.

“India’s digital ecosystem has in a way grown up, meaning users have become accustomed to paying for content that they see valuable. This means that digital content merchants are also switching their focus from user acquisition to monetisation. Here carrier billing through Fortumo is invaluable as we provide the payment solution with the largest coverage in the market. We are very happy to work with ALT Balaji and our carrier partners to increase revenue for all the involved parties,” said Fortumo India head Sanjay Sinha.

Fortumo’s carrier billing platform covers around 870 million active connections of Airtel, Vodafone, Idea, Reliance, Aircel and Tata Docomo. While there are already more than 250 million smartphone owners in India, less than 25 million people in the country have a credit card. This means carrier billing gives digital merchants like ALT Balaji a 10 times bigger payment reach in the country.

Last month, ALT Balaji also announced payment wallet integration with MobiKwik, wherein users will get 25% cashback if the transaction for subscription is done through MobiKwik wallet. The partnership will provide an easy payment facility to MobiKwik’s 55 million registered users to enjoy ALT Balaji.