Etisalat in collaboration with Microsoft launched the billing service for the Windows Phone Store app, which will allow customers to pay for the purchases made on the windows store directly through monthly mobile bill or prepaid account. Etisalat continuing with its tradition of innovation and providing premium customer experience, has made paying for various apps and in-app purchase easier and hassle-free for customers.

The latest initiative is likely to benefit a large number of mobile users as Etisalat is UAE’s leading telecommunications operator. All Etisalat mobile customers can now enjoy this service and make payments for the purchases made on Windows Phone Store app through their Etisalat accounts. After selecting the application they wish to purchase, customers are required to select ‘Etisalat account’ option, which will appear by default on the payment. Upon selecting, customer’s Etisalat account will be charged and set as the default payment option for all future purchases of applications and games.

Khaled ElKhouly, Chief Marketing Officer at Etisalat UAE, said that customers’ needs are changing and they need fast-paced solutions, which are simple and do not require much effort. He said that Etisalat is proud to have partnered with Microsoft for operator billing on Windows Phone Store. He highlighted the benefit of using this service which includes security, convenience and time-saving. Customers don’t have to enter their credit card details in order to make purchases on the app store. This service is likely to boost sales on Windows Phone Store as more and more people would be willing to make purchases through this method, which offers security and convenience.