As Windows Phone Marketplace gets up to speed – with 5,000 apps and counting as of December – so Microsoft is keen to make purchasing apps on the platform as simple a process as possible.

Next up is the integration of carrier billing – or a Direct Billing Gateway (DBG) as it's billed - with Microsoft announcing it has decided to partner with MACH to roll the set up out across the marketplace.

Nokia is the current leader in terms of offering operator billing on the Ovi Store -  with 91 operators in 27 markets - with developers getting 60 percent of gross app price. Google is also rumoured to be announcing a similar roll out. 

Nokia reckons introducing operator billing provides a ten fold increase in sales compared to credit card or other payment options. 

App happy

"Microsoft is committed to providing Windows Phone 7 customers with easy access to quality apps, games and other content through Windows Phone Marketplace on the phone or PC," said Windows Phone Marketplace senior director Todd Brix.

"Working with MACH better enables us to offer customers the benefits of a convenient and easy-to-use mobile operator billing option when purchasing their favourite content for Windows Phone 7."

MACH pitches itself as a leading provider of hub-based mobile communications exchange solutions, and claims its service allows users to purchase apps in quick time and speeds up the exchange in revenue between all parties.

Operators for all

"MACH has provided messaging services to Microsoft for many years now and we are delighted to extend this relationship to its content billing requirements for Windows Phone 7," said MACH VP of mobile content and applications Charles Damen.

"We see operator billing as a real driver towards the growth of mobile application transactions and we are confident that the elegance of the one-click billing experience will prove extremely popular with Windows Phone 7 users."

Microsoft has already tested its DBG set up in Australia with carrier Telstra, reportedly with much success. Details of deals with UK based carriers – or, indeed, any across the globe – are yet to be revealed.