Microsoft has expanded its agreement with Boku to launch carrier billing as a payment option for all Windows Store purchases made on Windows 10 devices in the UK, through a partnership with O2, and Italy, through a partnership with Wind, starting on Aug 11th. This expansion comes quick on the heels of Microsoft and Boku launching in other key developed markets, including US, Germany and Switzerland.
With the agreement, O2 subscribers in the UK and Wind subscribers in Italy can now purchase apps, software, movies, music, games and more on any Windows 10 device including mobile phones, tablets, PCs, and laptops. Once a customer's mobile phone number is stored in a user's Windows Store account, purchases can be made without a credit card, and charges will appear on the subscriber's mobile bill.
Headquartered in San Francisco and London, Boku has operations in 70 countries and is working with 250+ carriers. Boku claims that it is the first carrier billing provider to partner with Microsoft on Windows 10 and is the only provider for Microsoft carrier billing in the United States. The new Windows Store is available in 242 markets worldwide, and this is the first time carrier billing will be offered as a payment option for Windows 10 devices in the UK and Italy.
According to the latest Windows 10 report from Microsoft, over 50% of all apps downloaded from the Windows Store are downloaded to Windows 10 devices. Windows 10 devices download 6x apps from the Windows Store than Windows 8 devices.