MuddyPuddles

Fon extends global reach with Amazon Pay
and Amazon Web Services

Fon’s goal is to blanket the world with WiFi. A global WiFi leader, the company works with prominent telecommunications companies throughout Europe, Asia, Africa, and North America to offer more than 20 million hotspots worldwide. In the United Kingdom, where Fon partners with UK communications company BT, these two leading enterprises are offering Amazon Pay as a fast, familiar, and secure way for customers to purchase WiFi access passes. 

By adding Amazon Pay to their checkout options, Fon and BT are offering their customers a best-in-class payment option from a global brand they know and trust. And by combining this service with Amazon’s leading cloud platform, Amazon Web Services (AWS), Fon is operating more cost-effectively and better serving its customers around the world. The enterprise-level relationship with Amazon has helped Fon to improve customer trust, increase its worldwide customer base, and position itself for continued growth as a global market leader.

A brand users know and trust

As Fon and BT sought to expand their payment options, they were attracted to the broad reach and implicit customer trust of the Amazon brand. The two companies concluded Amazon’s large base of tens of millions of active customer accounts combined with its relentlessly high security standards would enable them to further grow their own customer base. “By teaming up with Amazon, we are able to provide customers with a familiar payment option that they already know and trust,” says Javier Corominas Balseyro, Business Analyst at Fon. “Amazon Pay is fast and easy, and people know that they can safely make purchases.”

Increased loyalty and revenue

Amazon Pay is also helping Fon and BT to increase the number of repeat purchases and develop long-term customer loyalty. Because there’s no chance of entering the wrong credit card information, the vast majority of Fon and BT customers who choose Amazon Pay successfully complete their purchases on the first attempt — specifically 91%, which is higher than those paying by credit card. In addition, Amazon Pay users are 25% more likely to purchase additional WiFi in the three months after their first purchase than customers using other payment methods. This increased customer loyalty is leading to more revenue. Specifically, Amazon Pay customers generate 10% more revenue in the three months after their initial purchase than users of any other payment method. “Once people use Amazon Pay and see that it works smoothly, it becomes their go-to payment method for future purchases,” says Corominas. “Providing a great user experience is our top priority, and Amazon Pay helps us retain customers.”

A seamless mobile experience

Fon and BT wanted to give mobile users a fast and safe way to purchase WiFi access. Amazon Pay offered the perfect solution because it allows customers to use information stored in their Amazon account to purchase WiFi access—without the hassle of entering their credit card information or creating a new account. Indeed, the majority of Fon and BT’s Amazon Pay customers are using their mobile devices to purchase WiFi. “Amazon Pay offers our customers an outstanding experience,” says  Corominas. “Many WiFi purchases happen in public places where people may feel uncomfortable pulling out their wallets and credit cards. Amazon Pay offers a safe way to purchase WiFi access, and it’s really convenient because it only takes a few taps.”

Enterprise-level cloud platform

In addition to using Amazon Pay, Fon has chosen Amazon Web Services (AWS) as its cloud computing provider. By moving to AWS, Fon has obtained a scalable platform that’s reducing costs while allowing the company to grow more strategically and flexibly. In addition, Fon is using the advanced data analytics features of AWS to accurately analyze customer patterns, giving the company the insight it needs to explore new business opportunities. “By working with Amazon, we’re providing a superior experience for our customers, while positioning ourselves for continued growth,” says Daniel Brandi, Chief of Engineering and Innovation at Fon. ”We’re extremely delighted with the results, and we’re excited for what this relationship holds in the future.”

Specifically, Amazon Pay customers generate 10% more revenue in the three months after their initial purchase than users of any other payment method. Once people use Amazon Pay and see that it works smoothly, it becomes their go-to payment method for future purchases. Providing a great user experience is our top priority, and Amazon Pay helps us retain customers.

Javier Corominas Balseyro | Business Analyst at Fon

Visit the Fon's website: https://countries.fon.com/uk/

This case study reflects the results and experience of Fon. Individual results may vary.