Direct carrier billing takes off for Mobile Embrace
Mobile payments and marketing company Mobile Embrace had a strong year in 2015/16, expanding its business into a number of new markets, making a couple of takeovers and reporting big increases in revenue and earnings.Mobile Embrace made a net profit of A$4.9 million for the year to June - an increase of 61.4 per cent over the previous corresponding period.Revenue rose 84.8 per cent to $60.6 million over the same period. International operations contributed $10.6 million of that revenue.Direct carrier billing contributed $33.5 million of revenue and mobile marketing contributed $27 million.Revenue has grown at a compound annual growth rate of 40 per cent over the past five years.Cash flow from operations more than doubled, from $3.06 million in 2014/15 to $6.3 million in the year to June.Mobile Embrace uses a payment technology called direct carrier billing, which allows a consumer to buy a digital product or service on their smartphone and have the cost billed to their mobile phone account.Typical products are of low value and include games, entertainment and sports apps, videos, phone security and analytics products, and news and information services.The company works with telecommunications partners in eight countries. Partners include the Norwegian telco Telenor Digital and the Malaysian telco Axiata.During the year to June it established businesses in Norway, Pakistan, Hong Kong, United Arab Emirates and Malaysia.Existing agreements provide scope for the company to take its direct carrier billing service into another 12 countries.Mobile Embrace made two acquisitions during the year: Vizmond, a digital performance marketing company; and Marketing Punch Ltd, another digital performance marketing company.