The benefits of “charge to mobile” or C2M for merchants was the main headline at the mPayments Summit in London on June 9, 2015.  Throughout the course of the day, mobile providers and prospective users gathered at 1 America Square to discuss key issues surrounding C2M, regulation and how to further engage mobile customers.

Keynote speaker Dr. Windsor Holden delivered a presentation highlighting the benefits of carrier billing, pointing out the 60% higher conversion rates for first time transactions and 70% higher conversion rates for second time transactions when compared to credit card billing.  Despite the fact fees are higher for C2M billing, the conversion rate is that much stronger, making it a payment method merchants simply can’t afford to ignore.

The Summit’s “Getting consumer buy-in and delivering customer service” panel featured Sharan Rattan of Three, Naomi Maggs of EE, Chris Newell of ImplusePay and Kevin Dawson of Oxygen8.  The main takeaway from the discussion was the importance of educating merchants and customers on the effectiveness and simplicity of C2M.

Dawson explained there are other areas in the world that are more progressed than the UK on this subject.  Africa, for example, is a region where customers are dependant on C2M.  The key to spreading the word is by pushing C2M to merchants and educating them on the benefits – engage the merchants to actively promote C2M to their customers, he said.