Friendi Group selects Mi-Pay platform

The Mobile Virtual Network Operator (MVNO) leader, Friendi Group, has selected mobile payments specialist, Mi-Pay, to supply a new recurring and low-balance top-up service to its operations across the Middle East region.

Communication Manager, Mi-Pay, Ioana Dudas, said, Mi-Pay’s multi-currency, multi-lingual payment platform and direct top-up channel gateway, the new Friendi service will be the first in the region to provide users with an automatic top up facility when their balances are low.

Also, Dudas noted it allows customers to manage prepaid topups, via the internet; allowing the customers to purchase airtime on an ad-hoc basis; and to set-up regular recurring payments at a frequency of their choice.

Friendi Group, Dudas said, is expected to go live with the new Mi-Pay enabled services before the end of 2010.

Elucidating this engagement, Founding chief executive officer, Friendi Group, Mr. Mikkel Vinter, said Mi-Pay offers his firm fast and easy access to a proven, reliable and flexible direct top-up service which will not only help to improve convenience for prepaid customers, but also contribute to greater revenue and
Average Revenue Per User (ARPU) by automating the top-up process.

His CEO counterpart at Mi-Pay, Mr. Allan Jakobsen, noted that the Friendi Group was recently recognised as the best MVNO in the Middle East; and its focus on delivering innovative services and attractive pricing has quickly established its leadership position.

“We are delighted that Friendi Group has chosen Mi-Pay to extend its services with new topup solutions that are perfect for new and existing, domestic and international customers,” he said.

Jakobsen pointed out that experience has shown that direct top-up services appeal to high-frequency prepaid mobile users and people with busy lifestyles.

“They like prepaid’s flexibility but dislike the hassle of having to remember to top-up regularly. Together, Mi-Pay and Friendi Group will make life easier for customers – delivering the best mobile services backed by easy to manage automatic balance topup and payment,” he said.

Mi-Pay prides itself as the leading mobile money company, provides an innovative range of multi-channel ‘white label’ and outsourced, international and domestic airtime top-up and mobile remittance services. Enabling consumers to perform secure financial transactions via their mobile phones and online portals, Mi-Pay helps mobile operators, MVNOs and financial service providers to drive new revenue streams and boost ARPU.

Based in the UK, Mi-Pay also has offices in Dubai and Romania, bringing an international perspective to its partners. Mi-Pay has vast expertise and service offerings that span pre-pay top-ups, mobile initiated payments, mobile banking, mobile money transfer, handset based authentication and consultancy.

In November 2009, Mi-Pay received the Award for the “Most Innovative Company in Money Transfers” from the International Association of Money Transfers (IAMTN). Mi-Pay is PCI Level 1 Certified.

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