Dublin Ireland, 19th April 2004 - Macalla Software, a leading provider of mobile software solutions, is supplying the technology to launch the first mobile phone operated service for voucherless prepaid cash sales in Europe. The service is scheduled to go live in Romania in May with mobile operator Connex.
The Macalla Mobile Top-UP(TM) Ver. 4.0 based system will allow Connex offer prepaid mobile phone recharge for cash through an extended network of dealers and agents. It uses the agents' mobile phones as the Point of Sale (POS) terminal for the recharge transactions and removes any need for scratch cards, vouchers, traditional POS devices or landlines to operate the service. The service will be provided via a network of multiple dealers and over 5,000 agents. It will generate significant cost savings and service enhancements within the existing Connex dealer/agent network and extend its reach to include many new types of agents such as smaller retail outlets, sole-traders and market vendors.
"As it completely bypasses traditional voucher, POS and ATM systems, the Macalla system is ideal for a country like Romania with a large, widely dispersed population and widely dispersed point of sales," says Andreea Stanescu, Connex Senior Director, Consumer Market. "Connex differentiates from our competition by offering innovative and compelling services to our subscribers". She went on to say, "By including the smaller and non-traditional retail outlets we are bringing recharge capability ever closer to our subscribers, are allowing them recharge using variable amounts, bringing innovation to our dealers and agents and reducing our prepaid business overheads."
Connex is Romania's leading mobile operator with almost 50% market share.
Macalla Mobile Top Up Version 4.0 provides prepaid recharge solutions for both "banked" and "un-banked" (i.e. cash) subscribers. The solution for cash subscribers allows airtime agents sell prepaid recharge by linking them with the operator's prepay billing system. Using Macalla Mobile Top Up, the agent simply enters the subscriber's mobile number, the amount of credit required, and the agent's PIN. The top-up takes place in real time, commissions are calculated and applied, and both subscriber and agent are notified.
"This initiative will extend Connex's usage of the Macalla Mobile Top-Up system to include cash as well as banked recharges as heretofore. In doing so it will allow Connex to increase revenues from its pre-paid customer base, by literally bringing its airtime distribution network into every community" says Niall O'Cleirigh, Chief Executive Officer, Macalla Software. "It also continues to underline Connex's reputation as the most progressive and innovative operator in Romania, allowing it to further aggressively leverage its majority share of the market."