May 15, 2012 at 14:03All books in one mobile application
Today we will talk about one promising and convenient tool for accepting payments in mobile commerce - one-click payment directly from the mobile application. And we will tell about this on a living example of cooperation between our processing center and the company LitRes.
LitRes is one of the founders of the market of electronic licensed books in Russia. Every month, the LiteRes website is visited by 1.5 million users from around the world who make more than 90,000 purchases. The market of electronic books in particular, and paid licensed digital content in general, is only just beginning to take shape in our country. Nevertheless, according to a study conducted by the Public Opinion Foundation (Public Opinion Foundation), today already 24% of Internet users in Russia are really ready to pay for viewing or downloading information. The e-book market in Russia has been growing steadily over the past three years, an average of 122% per year. With these growth rates maintained, the share of e-books will very soon (no later than 2015-2017) reach 5% of the entire book market and reach about 3.0 billion rubles in turnover.
In order to further motivate the user to purchase legal content (e-books), the LitRes team is working hard to improve the convenience of the content purchase process. In autumn 2010, an opportunity to pay for purchases with bank cards appeared on the LitRes website. LitRes company developed mobile applications for acquiring and reading books on devices running on Android, iOS and Windows Phone 7. At that time, it was also possible to buy books using a bank card directly from the “reader”, without being tied to a desktop computer or laptop.
Every year, the proportion of customers using a bank card to pay for e-books has increased. According to LitRes statistics, in February 2012, 40% of buyers paid for purchases with a credit card, and this figure is constantly growing. For the same period in February 2011, payment for purchases on Lithuania with bank cards amounted to 29% of all available payment methods, and in February 2010 - 19%.
Since the share of mobile applications in LitRes accounts for more than 20% of purchases, the company began to accept payments by credit cards not only on the site, but also through mobile applications, using the PayOnline Pay-Mobile payment center payment solution.
But the development of the service did not stop there. In order to improve the usability of mobile applications, LitRes experts together with PayOnline representatives analyzed the process of making payment for purchases in mobile applications.
So, the process of making a purchase includes 3 main stages: choosing a purchase (Fig. 1 - 3), filling out a payment form (Fig. 4, 5), and making a payment. Only the first two stages concern the buyer directly.
Fig. 1. Book selection in the LitRes mobile application
LitRes experts tried to make the choice of purchase as clear as possible using the convenient application interface, ease of search, a wide range of e-books, the use of several filtering technologies (by novelty, author, genre, book title, etc.). After the customer has collected the “basket” of purchases, he is sent to the payment form.
Previously, the payment form (for making payments by credit card) contained a large number of required fields. During the optimization of the payment process, some of the fields that are not critical for filling out: “Country”, “City”, “Phone” were removed from the payment form. These data are not mandatory when buying a digital product of a low price category, since the risk of fraudulent transactions in this segment of e-commerce is practically reduced to zero. Only the most important fields remain in the new simplified form: card number, expiration date, CVV, name and surname of the card holder, email, name of the bank. Thus, the balance of the minimum amount of information was observed, taking into account compliance with security conditions.
The main indicator confirming the high level of security is the compliance of the processing center that ensures payment is made with PCI DSS requirements. The PayOnline processing center confirms compliance with the requirements of the standard for the third year in a row and is constantly improving the protection of data on cardholders. In 2011, the company's management decided to certify according to the new version of the standard, and upon completion of the modernization of the information security management system of PayOnline, it was certified according to the PCI DSS 2.0 standard.
After the introduction of these changes, the payment process takes no more than 2 minutes. But PayOnline and LitRes experts went further: now a LitRes buyer who once entered his bank card details can agree to the terms of the offer and link the bank card to his account. For all subsequent payments of purchases, the system will use the existing information.
To make the second and subsequent purchases, the buyer logs into his account and completes the purchase by clicking on the “buy” button - that is, “in one click”. Withdrawal of funds from a credit card is carried out only after the buyer confirms the payment transaction. If desired, the LitRes client can link several cards to his account.
I would also like to note a technical solution that allows you to pay for books by credit card directly from the reader. Pay-Mobile payment solution allows you to pay for purchases from devices that at first glance are not intended to make payment transactions. And we are confident that soon new computers will follow the computers, mobile devices and e-books (from which it is already possible to make payments by bank cards with one click).
LitRes is one of the founders of the market of electronic licensed books in Russia. Every month, the LiteRes website is visited by 1.5 million users from around the world who make more than 90,000 purchases. The market of electronic books in particular, and paid licensed digital content in general, is only just beginning to take shape in our country. Nevertheless, according to a study conducted by the Public Opinion Foundation (Public Opinion Foundation), today already 24% of Internet users in Russia are really ready to pay for viewing or downloading information. The e-book market in Russia has been growing steadily over the past three years, an average of 122% per year. With these growth rates maintained, the share of e-books will very soon (no later than 2015-2017) reach 5% of the entire book market and reach about 3.0 billion rubles in turnover.
In order to further motivate the user to purchase legal content (e-books), the LitRes team is working hard to improve the convenience of the content purchase process. In autumn 2010, an opportunity to pay for purchases with bank cards appeared on the LitRes website. LitRes company developed mobile applications for acquiring and reading books on devices running on Android, iOS and Windows Phone 7. At that time, it was also possible to buy books using a bank card directly from the “reader”, without being tied to a desktop computer or laptop.
Every year, the proportion of customers using a bank card to pay for e-books has increased. According to LitRes statistics, in February 2012, 40% of buyers paid for purchases with a credit card, and this figure is constantly growing. For the same period in February 2011, payment for purchases on Lithuania with bank cards amounted to 29% of all available payment methods, and in February 2010 - 19%.
Since the share of mobile applications in LitRes accounts for more than 20% of purchases, the company began to accept payments by credit cards not only on the site, but also through mobile applications, using the PayOnline Pay-Mobile payment center payment solution.
But the development of the service did not stop there. In order to improve the usability of mobile applications, LitRes experts together with PayOnline representatives analyzed the process of making payment for purchases in mobile applications.
So, the process of making a purchase includes 3 main stages: choosing a purchase (Fig. 1 - 3), filling out a payment form (Fig. 4, 5), and making a payment. Only the first two stages concern the buyer directly.
Fig. 1. Book selection in the LitRes mobile application
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| Fig. 2, 3. Buying a book in the LitRes mobile application | |
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| Fig. 4, 5. Payment by credit card in the mobile application LitRes | |
LitRes experts tried to make the choice of purchase as clear as possible using the convenient application interface, ease of search, a wide range of e-books, the use of several filtering technologies (by novelty, author, genre, book title, etc.). After the customer has collected the “basket” of purchases, he is sent to the payment form.
Previously, the payment form (for making payments by credit card) contained a large number of required fields. During the optimization of the payment process, some of the fields that are not critical for filling out: “Country”, “City”, “Phone” were removed from the payment form. These data are not mandatory when buying a digital product of a low price category, since the risk of fraudulent transactions in this segment of e-commerce is practically reduced to zero. Only the most important fields remain in the new simplified form: card number, expiration date, CVV, name and surname of the card holder, email, name of the bank. Thus, the balance of the minimum amount of information was observed, taking into account compliance with security conditions.
The main indicator confirming the high level of security is the compliance of the processing center that ensures payment is made with PCI DSS requirements. The PayOnline processing center confirms compliance with the requirements of the standard for the third year in a row and is constantly improving the protection of data on cardholders. In 2011, the company's management decided to certify according to the new version of the standard, and upon completion of the modernization of the information security management system of PayOnline, it was certified according to the PCI DSS 2.0 standard.
After the introduction of these changes, the payment process takes no more than 2 minutes. But PayOnline and LitRes experts went further: now a LitRes buyer who once entered his bank card details can agree to the terms of the offer and link the bank card to his account. For all subsequent payments of purchases, the system will use the existing information.
To make the second and subsequent purchases, the buyer logs into his account and completes the purchase by clicking on the “buy” button - that is, “in one click”. Withdrawal of funds from a credit card is carried out only after the buyer confirms the payment transaction. If desired, the LitRes client can link several cards to his account.
I would also like to note a technical solution that allows you to pay for books by credit card directly from the reader. Pay-Mobile payment solution allows you to pay for purchases from devices that at first glance are not intended to make payment transactions. And we are confident that soon new computers will follow the computers, mobile devices and e-books (from which it is already possible to make payments by bank cards with one click).