Zee's over-the-top (OTT) video platform Ditto TV has teamed up with Fortuma to introduce a new mobile payment option to subscribers wishing to access its 70 live channels or video-on-demand (VOD) services.
Both pre and post-paid customers can purchase Ditto TV's premium content directly through their mobile operator, without requiring a credit card, cash on delivery or an Internet banking facility.
"Compared to mobile phone users, there are very few credit card owners in emerging markets like India and South East Asia. This creates a situation where a lot of people want access to mobile entertainment, but have no way to pay for it," said Gerri Kodres, SVP of business development and carrier relations at Fortumo.
"Operator billing solves this problem by allowing companies like Ditto TV to charge users on their phone bill. In addition to significantly expanding payment coverage for merchants, Fortumo also reduces the time to market as only one integration enables payments in 80 countries globally."
According to the two companies, India has a market penetration of close to 100 million smartphones, as compared to 20 million for credit cards. Furthermore, credit card penetration remains largely confined to metros, comprising a mere 1.7% of the country's overall population.
Fortumo has partnerships with many Indian telecommunication operators, including Idea Cellular, Vodafone, Airtel and Tata Docomo. With this tie-up, Ditto TV customers just have to select the desired content and confirm the payment on their smartphone in order to charge it to their mobile operator.