Vodafone enables direct billing for Android apps

Mobile operator helps developers tap into market by removing payment steps for users

Vodafone will become the first mobile operator in Europe to allow smartphone users to purchase apps and games on Android Market through direct operator billing.

The functionality means that its customers will not have to enter credit card details in order to download apps.

The firm said that this evolution in app payment improves the user's purchase experience and consequently their likelihood of completing a sale.

The scheme also enables developers to reach smartphone users who are unwilling or unable to use credit cards, which can be more than 90 per cent of the market in some countries, according to the company.