While advertising revenues have been disappointingly low for most applications on Facebook and other social networks, another option app developers are increasingly turning towards is micropayments for virtual goods or premium features. Both Facebook and MySpace have admitted that they are working on their own payment systems, and Apple could play a role as well since it already has a payment system in place for iPhone apps (although even Apple is running into some bumps).

While the bigger players are fiddling with their payment system plans, nimbler startups are moving in to fill the gap. One of these is Spare Change Payments, which is trying to become the Paypal of micropayments. A year after launch, more than 700 apps across Facebook, MySpace, and Bebo use Spare Change for micropayments. Spare Change is processing $2.5 million a month in micropayments, which is a $30 million annual run-rate. The apps that are having the most success with micropayments are games and ones that sell virtual goods.

Over a million people have already signed up for Spare Change. Hundreds of thousands of those use it actively on a monthly basis. And it is not all nickels and dimes. Last year, 250 people spent more than $1,000 apiece on digital goods through Spare Change.

Now, the company is making it easier for consumers to pay through Spare Change with a new payment widget that pops up in each app instead of sending people off to a separate payments page. You can choose between several payment methods including a credit card, Paypal, Spare Change credits, or through your mobile phone bill. Once you buy a minimum of $2 worth of Spare Change credits, you can use them as currency for apps that charge as little as $0.10 at a time. It is also introducing a PIN ID for users who choose to tie their accounts to a credit card so that they can use the same PIN across any app that uses Spare Change. The experience is designed to be familiar to anyone who has ever downloaded an app from the iTunes store. You enter your PIN, and then go back to the app. The company accepts payments from 190 different countries.

The first app to launch with the new widget is Mind Games on Facebook. It requires developers to add only three lines of code. Spare Change will roll it out to MySpace and Bebo soon. Spare Change is designed specifically for social networks. Customer support is done via the direct messaging systems inside each network, and the company analyzes the social graph to sniff out fraud. For instance, it looks at how many friends someone has and other factors to assign risk scores to individual consumers. Spare Change has been bootsrapped with only about $500,000 in seed funding, and two of the co-founders (Mark Rose and Simon Ru) previously worked at Paypal.

For micropyaments, Spare Change is much cheaper than Paypal, which offers its own micropayment option. Paypal charges 5 percent plus $0.05 for transactions less than $12, but only for premium accounts that qualify (otherwise, for most small accounts, it is the normal rate of 2.9 percent plus $0.30) . In contrast, Spare Change takes a processing fee of 8 percent for each transaction. CEO Lex Bayer points out that while Paypal has a micropayments offering, it does not seem to be a huge priority. “PayPal is not well designed for micropayments or digital goods,” he says. The logic driving Paypal is to encourage larger transactions because that is where Paypal makes more money.

A bigger concern for him should be if Facebook, MySpace, or Apple ever decide to jump into the micropayments game. Meanwhile, he has an opportunity to stake out a piece of the micropayments market and fight it out with the other startups eying the same prize. For instance, Zuora recently launched subscription billing for Facebook apps, Zong and Mobilecash are trying to tap into mobile payments (although the fees are still too high). Whoever figures it out first will be collecting more than just nickels and dimes.

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How much would you pay for a Facebook app? For most apps, most people would probably pay nothing. But for some apps, such as member-to-member online tutorial services, charging could become an option. At least Tien Tzuo hopes so. The CEO of Zuora is bringing his billing subscription service to Facebook, which has more than 50,000 apps in search of a business model. Tzuo argues:

It is very easy to build an application and easy to get distribution, but nobody’s really making money and everyone is still talking about advertising. Advertising never really worked for apps. Subscriptions are the missing ingredient for people to make money.

Zuora lets app developers charge recurring monthly subscriptions for their apps or premium features. Subscriptions can be weekly, monthly or yearly, and as little as 25 cents or $1. Teach the People is already using Zuora. Tzuo is looking for five more developers to test out his beta (sign up here).

Zuora handles the self sign-ups, the billing, the product catalog, and the hand-off to payment gateways such as Paypal or credit cards. In return, it takes 2 percent of each subscription. Zuora has raised $21.5 million so far for its billing-as-a-service model.

Maybe just having the option to charge a monthly or yearly subscription will force Facebook app developers to come up with more apps that people are actually willing to pay for.

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When Zuora launched its online billing solution last May, we wrote the company aims to alleviate the need for online businesses to develop their own billing systems, especially to handle recurring payments like those associated with subscriptions.

Its so-called “Z-Billing Platform” that goes live today handles four main billing-related areas: customer accounts and subscriptions, product catalogs, billing operations, and order management. The whole offering is provided a la Salesforce as an on-demand solution. Online businesses just need to configure their Zuora accounts, import data from their old billing systems, and plug in their sites through a set of APIs. Customers who buy items or subscribe to services on their sites will then get handled by Zuora, which tracks orders, invoices and payments.

Zuora launched a new product last month dubbed Z-Payments, which allows customers to also actually pay bills, integration with online payment service PayPal included. Vindicia is another venture-backed startup with a similar solution.

Zuora is led by veterans from WebEx, Salesforce.com, Accenture, DiCarta, Postini and Oracle.

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Zuora, the SaaS startup run by industry veterans from Salesforce and Webex, and backed by the face of SaaS himself, Marc Benioff, is launching its online billing solution today.

As Erick explained in March, Zuora aims to alleviate the need for online businesses to develop their own billing systems, especially to handle recurring payments like those associated with subscriptions.

Its so-called “Z-Billing Platform” that goes live today handles four main billing-related areas: customer accounts and subscriptions, product catalogs, billing operations, and order management. The whole offering is provided a la Salesforce as an on-demand solution. Online businesses just need to configure their Zuora accounts, import data from their old billing systems, and plug in their sites through a set of APIs. Customers who buy items or subscribe to services on their sites will then get handled by Zuora, which tracks orders, invoices and payments.

Naturally, Zuora has opted for a utility-like pricing model. The company will take 2% of all invoiced amounts, with that percentage increasing decreasing as payments get bigger and eventually getting capped completely for particularly expensive items.

The startup has already signed up six clients, three of which have implemented the system, but only one of which has been disclosed: Coremetrics, which provides Omniture-like web analytics. CEO Tien Tzuo says that Coremetrics demonstrates the capabilities of Zuora’s billing system particularly well because it requires 27 different pricing models, each of which must be handled appropriately.

Since the founders of Zuora come from a SaaS background, you can expect them to partner initially with other SaaS companies. However, the platform is not limited to this category; it potentially can be implemented for a wide range of services from music streaming to online dating.

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That spark turned into Zuora, an on-demand billing and subscription-management service. At the end of 2007, Tzuo left Salesforce after nine years to join K.V. Rao, an early WebEx employee and one of the entrepreneurs who had been pitching that day, to become the CEO of Zuora. The other co-founder and CTO is Cheng Zou, who had built the subscription billing system at WebEx. Benchmark led a $6.5 million A round in which Benioff invested personally as well. “I always support those who have supported me,” says Benioff.

Think of Zuora as a Salesforce.com for online billing. More and more businesses are adopting online subscription models—everything from Salesforce to Netflix to Zipcar. But there is no good on-demand service that these companies can outsource their billing to. The closest thing is Portal Software, which was bought by Oracle, but that is an expensive enterprise application geared more towards Fortune 500 companies.

Zoura is more a pay-by-the-drink model along the lines of Salesforce and every other software-as-a-service enterprise startup out there. In fact, it is those startups who need Zuora the most because they charge customers a recurring subscription. Tzuo explains the deficiencies of the current billing software alternatives:

The existing systems are built for manufacturing companies who bill each customer a one-time charge, instead of recurring billing like a phone company. If you are going to have a service online, you can give it away for free and hope to make it back on ads. Or you can go with PayPal if it is a one-time charge. But if you want a customer to open an account with you, and track their fees, that is the product we are building.

The service is being designed not just to send out monthly invoices, but to manage subscriptions as customers change plans and dispute charges. Tzuo wants to automate all of that. The startup already has one pilot customer (not Salesforce), and plans to charge per billing account. It is not unusual for companies to spend as much as 6 to 8 percent of their revenues just on processing invoices and collecting payments. Tzou is convinced he can cut that in half and still make a profit.

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