Its web shop - www.filmnight.com – allows mobile phone users to browse and download ringtones, wallpapers. All the usual stuff. More importantly, it gives the mob happy surfer access to videos on new releases. You can watch such classics as Fantastic Four: Rise of the Silver Surfer and Harry Potter and the Order of the Phoenix. In fact any major title.

The mobile web experience is still in its infancy, dammit. But handset detection and user convenience are key drivers. This is what Bango provides, along with the all important one-click mobile payment to the user's phone bill.

“People who talk about money are considered vulgar in Britain,” complained one mobile developer. “People who use words like monetise are even worse social lepers. But somebody has to show us the money. And Bango seems to be the best bet at the moment.”

How does it work?

It's important to make it clear what users are buying, argues David McDonald, head of mobile at Filmnight. It builds consumer trust and results in additional repeat purchases. This calls for a simple and efficient payment system. The payment process Bango provided is quick and simple, giving full Payforit compliance without Filmnight needing to change its service whatsoever, he says.

"We want to make sure that our consumers only pay for content that works on their phone," said McDonald, yesterday. "So for us, our mobile device detection system and online handset configuration tool are as important as the payment experience. Our users need the convenience of one-click purchases. We enjoy competitive payouts. The whole mobile web experience provides us with happy customers who get what they want, quickly and easily."

Filmnight's mobile services use the same system (from Saffron Digital) that runs the mobile content services for Empire, IPC Media and Sony Pictures. Who also happen to be clients of Bango.

An increasing number of consumers watch films on their mobiles. Who'd have thought it? Not this magazine for a start. But we're delighted to be proved wrong.

"More businesses are now launching a mobile web presence so they can engage directly with their consumers anytime and from anywhere," said Ray Anderson, CEO of Bango. "By providing a common integration point, Bango makes it easy for businesses to drive traffic to their mobile website, understand who their visitors are, track marketing campaigns and collect payment for digital content world-wide."

FOOT NOTE

Payforit Compliance? What's that?

This is a UK cross-mobile operator initiative to promote a safe and trustworthy environment for mobile phone users to purchase goods and services and charge it to their phone bill. From September 1 2007, Payforit will start to become mandatory for UK mobile subscribers, beginning with O2.

Read how Bango created the worlds first global exchange for mobiles

www.bango.com