Subscribers using carrier billing in Google Play spend more across all operator services.
It is widely believed that offering carrier billing for third party services cannibalizes operator revenues from traditional voice, SMS and data services, because subscribers have a limited budget to spend on their phone - a fixed wallet size.
To investigate this belief in detail, Bango and Belgian operator Proximus partnered to analyze pre-paid subscribers using Android smartphones, comparing those using carrier billing to purchase from Google Play with those who do not, focusing in particular on pre-paid subscribers.
Bango and Proximus discovered that contrary to common belief:
Download the report to view the analysis, findings and conclusions.