Dubai-based telecommunication operator du and Microsoft have signed a new partnership to improve the online shopping experience for Windows device users.

Through a direct operator billing facility, du customers with Microsoft devices will be able to purchase all the latest applications and games from the Windows phone store and pay directly with their mobile account, without the need to use their credit cards online, said a statement.

Jawad Shaikh, executive vice president, Digital Business, du, said: “Accounting for half of du’s online shop purchases, we know that people prefer the convenience of shopping using their mobile devices.

“We’re always challenging ourselves to make shopping transactions secure, convenient and as simple as possible – which is why we are enabling our customers to use their du mobile accounts to pay for Microsoft Apps and games.”

Vithesh Reddy, general manager - Lower Gulf for Microsoft Devices, said: “Today’s smartphone users demand services that can respond to their everyday lifestyle requirements and keep with up their social and entertainment needs. The new direct operator billing service with du makes it even easier and safer for our consumers to stay connected and enjoy all the latest applications, providing a valuable and convenient smartphone experience.

“This is great news especially for all Lumia consumers who may not necessarily have a credit card to make purchases.”

The purchased applications can either be charged as part of a du customer’s monthly bill for post-paid accounts, or through their prepaid credit balance, the statement added. - TradeArabia News Service