O2 adds Windows Phone Store to ‘Charge to Mobile’ service


Customers can now make purchases from the app store using their mobile phone number rather than a credit or debit card

O2 has added Windows Phone Store to its ‘Charge to Mobile’ service, meaning customers can now make purchases from the store using their mobile phone number rather than a credit or debit card.

Charge to Mobile purchases appear on the mobile bills of postpay customers, and are deducted from mobile credit for prepay customers.

Currently the service can also be used by O2 customers to make purchases through Facebook, Spotify, Chilli Mobile – a site offering music downloads, ringtones and games – and the PlayStation Store.

O2 said enabling mobile payment services such as Charge to Mobile has proven to increase revenue for the Windows Phone developer community, as it encourages propensity to spend.

Windows Phone developers earn three times more revenue per active user on average in markets where carrier billing is offered, and six times more in emerging markets where credit card usage is more limited.

According to data from a Kantar Worldpanel ComTech report for the three months leading up to August this year, Windows Phone-based devices accounted for close to 12 per cent of smartphone sales in Telefónica’s European territories including the UK, Germany and Spain.

Telefónica Digital UK Director David Plumb said: “Charge to Mobile supports our digital strategy and we’re delighted to add Microsoft to our growing portfolio of technology companies who offer it. The service allows us to put digital at the heart of the customer experience, offering them a fast, easy and safe alternative to credit and debit cards.”