Sybase, a leader in SMS, MMS and GRX mobile messaging interoperability and mobile commerce messaging services, said it has received overwhelming response for its new m-Commerce service from the Middle East region.

With the acquisition of ‘Paybox Solutions AG’, a leader in mobile payment solutions, Sybase 365- a subsidiary of Sybase and the global leader in mobile messaging services- will now extend mobile payments and mobile money services to customers in the region, the company said in a statement.

With a footprint that follows both emerging and developed markets, the Middle East market will now have access to Sybase 365 services that include remote mobile payments and mobile banking services, it said.

With Sybase365, oganizations will be able to easily offer their end users various mobile payment services, including payment for goods and services, money transfer and mobile airtime top-up as well as cross border remittances, said a top official.

“The m-Commerce is a natural progression from e-Commerce. With the number of mobile phone users touching the 100 per cent saturation mark in the Middle East, as compared to 24 per cent of internet users, Sybase 365 views this as the potential size for m-Commerce and mobile money opportunities,” said Mathew Talbot, Vice President, m-Commerce, Sybase 365.

“Sybase 365 services are aimed at both corporate as well as retail customers and our interactions with current and potential clients have been extremely positive in the Middle East. Our focus has been financial institutions, mobile operators as well as retailers,” he added.

According to Talbot, the m-Commerce has two primarily segments. 'One that is driven by remote payments, in particular, SMS-based services such as money transfers. The other is being differentiated by payments based on geographical proximity and mainstream payment applications creating a healthy alternative to cash, credit or debit cards.'

“With a powerful combination of ‘paybox’ mobile payment software – Mobiliser Portfolio - and Sybase 365’s integrated mobile messaging services, along with a high penetration of mobile users in the Middle East, we are in a strong position to provide cheaper and more cost effective solutions to our customers.” Talbot added.

Tony Achkar, general manager, Sybase Products Middle East, pointed out that the technology has not yet reached the consumer level; however, it has always addressed the needs of the enterprise.

'The m-Commerce practice will empower people that have never used technology to use their mobile phones in a way no one thought possible by performing a wide range of services such as payment execution and money transfers. With Sybase m-Commerce Solution, we will be able to bring the masses to the world of IT,' he added.-TradeArabia News Service