Flexion has announced that its wrapper technology has won the Most Effective Mobile Payment Solution at last night’s Effective Mobile Marketing Awards 2011. Hosted by Mobile Marketing Magazine, the Effective Mobile Marketing Awards recognise the best applications, campaigns, solutions and platforms in the mobile industry. The Most Effective Mobile Payment Solution category identified the best solutions that enable consumers to easily pay for digital and/or physical goods and services via their mobile phone.

Launched in 2008, Flexion’s wrapper technology provides app retailers with a suite of services that enable flexible pricing models and content promotion, improving penetration of apps and increasing ARPU. Using Flexion customers are able to download the content for free and try it for a limited time period, then with just one-click, purchase the full content.

Using Flexion, conversion rates are much improved and global operator billing ensures the payment process is simple, fast and secure. Unsurprisingly, the company has seen its customer-base and revenue generated to date increase exponentially year-on-year.

Flexion also announced that it has more than doubled its traffic from four million to over nine million new customers per month over the past three months. The company attributes its significant growth rate to launching more products across more app stores. It has recently signed agreements with a number of content providers, including Dchoc, Glu, EA, Handygames, Indiagames and is continuing to sign up several new content providers every month. In the past six months, Flexion-wrapped apps have been added to OVi, Appworld, Samsung Apps, Samsung Games Hub, Sony Ericsson Games Recommender, Djuzz and Getjar app stores.

“We now have 70 million customers, and we are growing by almost 10 million per month,” explained Jens Lauritzson, CEO of Flexion. “Our aim is to add 100 million new consumers per month to our user base by 2014. Within the industry, we are seeing various types of Freemium models now dominating the apps market, resulting in improved penetration, and we’ve found that both premium and non-premium monetization models can be easily implemented with the help of the wrapper.”

Flexion is adding the majority of its new customers from Southeast Asian countries, including Thailand, Indonesia and Vietnam; South American countries, such as Mexico, Argentina and Brazil; as smartphone ownership has increased and gaming penetration gained ground in these markets. To date, customers have spent £31 million globally on the Flexion platform.

Flexion also plans to invest in more advanced cross-selling features to improve discoverability over the coming years, with the aim of becoming a leading distribution platform. The wrapper‘s add-on feature, Discovery, promotes more games to customers and acts as a dynamic storefront, giving end-users the ability to easily explore and try more content.

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Posted by Janine E. Mooney, Editor

November 4, 2011