Partnership with Mogamo takes Flexion Global

London, 15th April, 2010: Accumulate UK Limited (www.accumulategroup.com) today announced that its wrapping technology, which provides flexible pricing and retailing solutions for mobile content, will be launching in Thailand this month. Through the deal with Mogamo (www.mogamo.co.th) the Flexion wrapper will be launched on Thailand’s second largest operator Dtac. The deal sees Accumulate take its European experience and technical expertise out to S-E Asia, with more global deals likely to follow soon.

Initially launching on the Dtac network, Flexion will also be introduced to Mogamo’s other Thai partners, including AIS and the Samsung Fun Club. Mogamo also provides content for other operators across the region, including in Vietnam and Cambodia.

“The best content in the Asia-Pac region needs the best retail mechanism. By using Accumulate’s Flexion wrapper we can provide that,” said Eakkanit Chansawang, Managing Director of Mogamo.

In markets that strongly favour the pre-pay model, such as S-E Asia, many content transactions fail due to low credit. The Flexion wrapper allows users to download the full content onto their handset, regardless of the available credit. Then through a variety of retail options, ranging from per day usage through to ‘all you can eat’ models, a much higher conversion rate is achieved.

“Having the content on the handset, whether through pre-load or a full download before purchase, combined with great retailing options means consumers are much more likely to purchase,” said Jens Lauritzson, MD of Accumulate UK. “We’ve had great success with our European customers and are looking forward to taking Flexion global, starting with this partnership with Mogamo.”

Flexion provides a full retail experience for mobile content and apps and gives operators, device manufacturers, retailers and publishers the ability to maximise distribution, penetration and ARPU from mobile games and apps. Flexion provides a ‘wrapper’ for the content that allows the content owner much greater flexibility on how the content is bought and consumed.

Rather than having to create multiple demo or variant price versions of the same content, Flexion allows the full version to be pre-loaded or downloaded and then a range of purchasing options can be presented. All Flexion enabled games or applications also include a fully dynamic shop front allowing for further up-selling of content. 

Accumulate’s clients include 3UK, O2, Orange and Sony-Ericsson and the company recently announced that it was the first service provider in the market to provide industrialised wrapping of Android games and applications.