Direct carrier billier PaymentOne has a new name: PayOne. The new name is part of a complete rebranding the company announced today that includes a new website, look, and the launch of a simplified One-Click mobile payments platform.

As a direct carrier biller, PayOne allows consumers to purchase digital content such as games and videos by placing the charge on their monthly wireless bill. With its One-Click checkout, PayOne said it makes the transaction simple and easy.

"Different from offline and e-commerce, every added data element or keystroke required of a mobile consumer on the small screen is a serious point of friction and a measurable point of failure or falloff for a merchant,” said Joe Lynam, CEO of PayOne, in the announcement.

Lynam said that requiring consumers to enroll, pre-register, provide sensitive personal or credit card data, or establish a separate user name and password to make a simple payment amounts to far too much friction for a mobile user.

"The new PayOne brand represents our mission to streamline and eliminate every single step, process and keystroke possible to optimize the mobile payment experience for the consumer and our partner merchants," Lynam said.

Direct carrier billing is becoming an increasingly important payment method for mobile content creators such as game developers or social media networks whose users may be young or may not have access to bank and credit accounts. According to Joe Lynam, however, the use cases for direct carrier billing are expanding.

"There are a dizzying number of use cases where newly connected devices coupled with a simple transaction process will enhance and improve the way we live, work and play," Lynam said. "Even the simplest example of paying for parking with a single click from my mobile phone, receiving a text alert when I’m about to run out of time, and the ability to remotely pay for more time with just one click, represents a true convenience that is a reality today with PayOne."

Connected with more than 1,200 carriers in 80 countries, PayOne is one of the first direct billers to allow Internet users the ability to place purchases on landline or mobile bills. Since its launch more than 10 years ago, PayOne has processed more than $5 billion in transactions. The company is based in Silicon Valley.

For more information, visit the Direct Carrier Billing research center.