Another Key Win For Boku: A Deal With Telefonica’s BlueVia

Another key win for mobile payments provider Boku in Europe. The company has announced that it will be providing mobile payments back-end services to Telefonica’s in-house API program, BlueVia. The deal follows news from last week that Boku will be powering mobile payments for the three major mobile operators in France.

The deal will mean that Telefonica (NYSE: TEF), which has some 295 million subscribers across its footprint covering Europe and Latin America, will be able to offer Boku’s billing platform to developers, who will be able to use Boku’s functionality directly in their apps to charge services directly to customers’ mobile bills.

The release from BlueVia does not specify whether the Boku billing platform will work on all mobile platforms. Specifically, how will it square with Apple’s IAP terms?

But it does cite stats from app analytics firm Distimo, which notes that apps that support in-app payments account for only four percent of all apps, but represent 72 percent of revenues.

The news is another example of how operators are trying to put themselves closer to the mobile content ecosystem, specifically in the area of apps, where they have been cut out for the most part in favor of OEM-operated app stores — a challenge that Telefonica and BlueVia have been trying to face up to with mixed success for a while now.