InMobi’s new mobile payments service to reach three billion users in 30 countries in 2011

By James Ratemo in Nairobi

InMobi, the world’s largest independent mobile ad network, announced the launch of InMobi SmartPay™, a performance based global mobile payments solution.

InMobi SmartPay™ will enable app developers, game companies, and content providers in the US $200bn mobile content and virtual goods space to expand their business and monetize their users quickly and easily into new markets by providing a one-time, no-cost, single point of integration across multiple countries.

The solution offers consumers a seamless, pure mobile checkout experience using secure, direct to carrier billing to start, but expanding to all forms of mobile payment methods including credit cards, PayPal, and local mobile wallets by the end of 2011.

The new solution already offers reach to over one billion consumers in seven countries, including the US, UK, Germany, India, Indonesia, South Africa, and Malaysia, with huge growth plans to expand to over three billion consumers in 30 countries by the end of the year.

“Our mission is to connect businesses and developers to consumers around the world with innovative, best of breed mobile technology and services. InMobi SmartPay™ will help us with that journey and our evolution as a company to be a key technology enabler within the global mobile ecosystem, especially for the developer community,” said Naveen Tewari, CEO of InMobi,

“Expanding to new markets is an extremely complex process today, especially for small developer teams sitting in a single geography. InMobi SmartPay™ exists to simplify the process through a single point of integration and management of all tax, legal, and customer support issues leveraging our in-market expertise. Even more importantly, we are an intelligent solution providing consumers with a low friction, secure purchase flow, and data-driven insights to help maximize conversion,” said Piyush Shah, Vice President of InMobi SmartPay,

InMobi SmartPay™ is already active with numerous clients globally and is moving into private beta over the next 60 to 90 days before opening up the service to the entire market in Q3, 2011.

The launch of InMobi SmartPay™ is the first global offering of its kind in the mobile advertising market. It combines InMobi’s massive global ad network of nearly 32 billion ads monthly in 200 countries with a mobile payments solution, enhancing its core competitive advantage for clients by integrating actual purchasing behavior into its real-time ad-serving feedback loop. Tracking from ad to conversion is a major leap forward for developers and digital goods providers globally.

Major competitive advantages of the service include its ability to monetize three billion mobile consumers in 30 countries easily through mobile web and Android in-app billing by the end of 2011.

With the service also comes analytics tools that offer transaction performance insights that help clients maximize conversion in every country.

Apart from integration with the InMobi ad network providing post click performance optimization from ad impression to purchase. It also comes with secure and efficient technology that handles regulatory fraud, tax, currency, and settlements across all countries.

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