Idea Cellular has introduced today Direct Carrier Billing on all app purchases made on Google Play for its customers. Now, the subscribers of Idea service can purchase apps, games and movies from Google Play store and need not pay via credit cards.
With this premium service of direct carrier billing, Idea subscribers can now pay for all applications, content and in-app features on Google Play with the cost being directly charged to the subscribers’ existing phone credit – be it post-paid or pre-paid. The subscribers will have to merely choose the Idea billing option when prompted during the purchase. A nominal convenience charge will be included in the final transaction, as stated by the company.
India is presently the world’s third largest smartphone market (GSMA, 2015), and Android devices are extremely popular. Credit card penetration in India is less than 3%, limiting customers’ ability to purchase mobile content and services. This Direct Carrier Billing will give relief to the subscribers of Idea to purchase the content and apps without any difficulty.
Speaking about this service, Mr. P. Lakshminarayana, Chief Operating Officer – Corporate, Idea Cellular, said, “Idea has been at the forefront of the internet revolution and has built a robust network through an extensive 3G and now 4G rollout. With capabilities to provide wireless broadband services to nearly 880 million Indians, Idea is well poised to take the lead in the way content is served to an increasing army of digital savvy users. This tie up with Google Play creates a vast set of opportunities for Idea subscribers and also builds a secure gateway to the digital world.”