Mobile billing and analytics company Bango says in-app billing – selling additional features or services from within a mobile application – hasn’t been as popular as expected this year. Less than 5% of payments billed through its mobile payments platform in 2010 were for in-app billing. However, the company forecasts a dramatic change next year with predicted in-app revenue growth of 600% in 2011.
Bango says one of the reasons for this slower-than-expected adoption is the technical limitations of app stores. It notes that this limitation is starting to be lifted and forecasts that in-app charging for 2011 will account for approaching 30% of all mobile app payments.