Global mobile payments solution, ad network combo from InMobi

The launch of InMobi SmartPay is supposedly the first global offering of its kind in the mobile advertising market. It combines InMobi's global ad network of nearly 32 billion ads monthly in 200 countries with a mobile payments solution, and integrates actual purchasing behavior into its real-time ad-serving feedback loop.

Already active

InMobi SmartPay is already active, with numerous clients globally and is moving into private beta over the next 60 -90 days before opening up the service to the entire market in the third quarter of 2011.

The mobile content and virtual goods space is worth US$200 billion, according to InMobi.

The solution is said to offer consumers a "seamless, pure mobile checkout experience using secure, direct to carrier billing to start, but expanding to all forms of mobile payment methods including credit cards, PayPal, and local mobile wallets by the end of the year".

The new solution already offers reach to over one billion consumers in seven countries, including the US, UK, Germany, India, Indonesia, South Africa, and Malaysia, with plans to expand to over three billion consumers in 30 countries by the end of the year.

Advantages

Major competitive advantages of the service are said to be:

• The ability to monetise three billion mobile consumers in 30 countries easily through mobile web and Android in-app billing by the end of the year
  
• Analytics tools that offer transaction performance insights that help clients maximise conversion in every country
  
• One-time, one-place integration for easy monetisation
  
• Integration with the InMobi ad network, providing post click performance optimisation from ad impression to purchase
  
• Secure and efficient technology that handles regulatory fraud, tax, currency, and settlements across all countries.

Comments Piyush Shah, InMobi SmartPay VP, "Expanding to new markets is an extremely complex process today, especially for small developer teams sitting in a single geography.

"InMobi SmartPay exists to simplify the process through a single point of integration and management of all tax, legal, and customer support issues leveraging our in-market expertise. Even more importantly, we are an intelligent solution providing consumers with a low friction, secure purchase flow, and data-driven insights to help maximize conversion."

InMobi is venture-backed with marquee investors including: Kleiner, Perkins, Caufield & Byers and Sherpalo Ventures. The company has offices in London, San Francisco, Bangalore, Tokyo, and Singapore.

For more, go to www.InMobi.com or www.inmobi.com/inmobiblog/, and follow @InMobi on Twitter.