If you've tried to buy music on the newly launched iTunes India store, you'll notice that because your credit card information is already with Apple (when you log in), the billing process is very smooth. You click 'buy', a credit card transaction is processed, and you get your content, whether it is buying music or applications. It's the same if you buy an application on the Google Play Store, or, as I found out while promoting the #NAMA Conference in October, advertising online on Facebook in India. For a buyer, this is an ideal scenario - the business stores your credit card information, and the moment there is a transaction initiated, it bills you without any need to go through a 3D secure page, need your CVV for authentication. One click purchase. For a business, it ensures high conversion rates -…
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