Case study: HOOQ INCREASING REVENUE WITH FORTUMO CARRIER BILLING

HOOQ is Asia’s �rst premium video-on-demand service to launch across the region. HOOQ is a start-up joint venture established in January 2015 by Singtel, Sony Pictures Television and Warner Bros. HOOQ delivers over 35,000 hours of Holly-wood blockbusters and popular local programs to customers anytime, anywhere by enabling them to stream and download their favorite shows on their device or platform of choice.

HOOQ operates in markets with very low ownership of bank cards: in India 2% of people have a credit card and in Indonesia, just 2% of people are credit card owners.

Since HOOQ’s business model is subscrip-tion-based and users are charged on a recur-ring basis, most people interested in the service are unable to pay for it.

As HOOQ also provides new users with a free trial period, the lack of bank-based payments capability has also resulted in a low conversion rate after the test period is over.

HOOQ currently operates in the Indonesia, India, Thailand, and Philippines.

THE CHALLENGE

MOBILEPENETRATION:

100%CREDIT CARD

PENETRATION:

2%259POPULATION

(MILLION):

Indonesia

MOBILEPENETRATION:

77%CREDIT CARD

PENETRATION:

2%1300POPULATION

(MILLION):

India

MOBILEPENETRATION:

100%CREDIT CARD

PENETRATION:

3%102POPULATION

(MILLION):

Philippines

MOBILEPENETRATION:

100%CREDIT CARD

PENETRATION:

6%68POPULATION

(MILLION):

Thailand

HOOQ chose to integrate Fortumo’s cross-platform mobile payments solution to collect payments from users without credit cards. The turn-key integration allows HOOQ to collect payments from all platforms: from desktop devices, inside their Android application as well as from mobile web browsers.

Fortumo’s cross-platform mobile payments solution has HOOQ user interface’s look and feel and automatically detects the device used, displaying to the users the most convenient checkout �ow as well as familiar branding, both of which help to increase the checkout conversion �ow:

HOOQ initially launched carrier billing through Fortumo in India and Indonesia. In total, Fortumo supports carrier billing in over 90 additional markets.

Global Coverage in 90+ Countries

THESOLUTION

Ravi VoraCHIEF MARKETING OFFICERHOOQ

“HOOQ is an app built in Asia for Asia and given the low penetration of online payment mechanisms, it is critical for us to make it easy for customers to subscribe to HOOQ. Partnering with Fortumo is a natural choice with their seamless integration and secured APIs with the carrier billing partners.”

Phone number is pre-�lled from previous purchase

User receives PIN code via SMS and con�rms the purchase

User gets service

By choosing to implement Fortumo’s turn-key solution, HOOQ also did not have to spend time on translating and localizing checkout windows or requiring compli-ance approval from mobile operators. Fortumo’s cross-platform payments solution is translated into 50 languages and meets regulatory requirements in all countries where carrier billing is o�ered.

HOOQ has seen the following bene�ts from working with Fortumo on carrier billing:

KEY BENEFITSFOR HOOQ

Better payment coverage: HOOQ can collect payments from any mobile phone owner in their target markets, where only 1 in 20 people have access to a credit card

Technical simplicity: HOOQ has needed to only do one integration as all connections with mobile operators are handled by Fortumo; all subscription related events and noti�cations are handled inside of Fortumo’s infrastructure

Time saved on operational activities: Fortumo handles both end-user support as well as carrier relations (market expansion, compliance, promotions) on behalf of HOOQ

Relations with the carriers: Fortumo saves time and simpli�es launching carrier billing for HOOQ by helping with mobile operator relationships in the following ways:

Negotiations with mobile operators to help HOOQ get access to advanced features of carrier billing

Implementation of payments and billing models for various marketing and partnerships (e.g. bundles) on an ad hoc basis to help HOOQ increase user acquisi-tion

50LANGUAGES

ADVANTAGES FOR HOOQ’S SUBSCRIBERS:Payments can be made even if the user does not own a credit card

Protection of subscribers’ personal data as only the phone number is used during the checkout process

Renewing access to HOOQ’s service is quick and simple:

Fortumo’s cross-platform payment product automatically detects the device used, providing the checkout �ow and user interface most suitable for that device

For returning customers, payments are completed in one click without having to enter their phone number again

Are you looking to expand your revenue through carrier billing like HOOQ has done? Get in touch with Fortumo’s business development team at bd@fortumo.com.

Fortumo is a mobile payments company that enables direct carrier billing with more than 350 mobile operators in 90+ countries. Fortumo's payment products work across a wide range of platforms including desktop devices, smartphones, feature phones, tablets and smart TV-s. These products give consumers a simple, 1-click payment method to charge online purchases to their phone bill. For app stores, digital media companies and game developers, Fortumo provides one integration with 350 mobile operators as well as a single point of contact for settlements, reporting, support and infrastructure upgrades. Founded in 2007, Fortumo has o�ces in Estonia, San Francisco, Beijing, Delhi, Singapore & Hanoi and is backed by Intel Capital and Greycroft Partners. For more information, please visit https://fortumo.com.