Vodafone UK Moves to the Top Spot in Off-portal Sales

Looking back over 2007, UK based mobile billing provider, Bango reports strong commercial gains for UK operators that moved to open up the mobile web, with Vodafone UK rising to first place in the value of off-portal content sales. Measured across its total base of content providers, Bango saw traffic grow fastest on networks where steps were taken to encourage more browsing off-portal and payout rates increased to content providers.

Vodafone has benefited from being among the first to offer a clean, consumer friendly WAP billing interface. It also supports the move from a portal model to a more open search based model by placing a search box prominently on the Vodafone live! home page. The payout rates are among the highest of all the UK operators.

"2007 was a good year for all UK networks but by moving decisively to support off-portal content sales, Vodafone leapt to the top of the league in value of transactions. We foresee the UK operators battling to offer even better payout rates, approaching that of credit cards." - Ray Anderson, CEO of Bango

source:http://www.cellular-news.com/story/28168.php