du and Microsoft are set to revamp the online shopping experience for windows device users in UAE through a joint partnership. Direct operator billing facility will be launched, which will allow du customers using windows devices to purchase the latest applications and games from the Windows phone store, the payment for which can be directly made through their mobile account. The new service will eliminate the need for credit cards and other payment methods, in addition to offering convenience and hassle-free purchases.

Jawad Shaikh, Executive Vice President, Digital Business, du, said that half of du’s online shop purchases by customers reflect the growing importance of mobile shopping owing to convenience and simplicity. He added that the company is focused towards offering safe and secure shopping experience and the latest service which allows billing through carrier is part of an effort to enhance customer service experience. He said that customers will now be able to use their mobile accounts to pay for all Microsoft Apps and games.

In order to keep up with changing needs of customers, it is essential to introduce billing procedures that are flexible and convenient. The new facility offered by du which allows users to pay through their mobile account is much simple and will add value to the overall customer experience.

du’s customers will no longer require credit cards to make online purchases, hence all transactions will be secure. All purchased applications will be charged as part of du customer’s monthly bill for post-paid accounts, or through their prepaid credit balance.