Telemedia Viewpoint podcast: Episode 1

Telemedia Viewpoint podcast: Episode 1


okay welcome everybody to the second
podcast which is going to be a review of world Telemedia 56 which was held in
Marbella on the 14th the 16th of October last week, I’m here with Paul Skeldon the esteemed editor of Telemedia magazine, Telemedia news and Telemedia Oonline he’s busy boy and what we’re going to do is over the next 20
minutes or so is race through the conference session give you some
highlights and just to summarize what we felt were the salient points that came
out of this year’s show so hello Paul how you doing Hello mate i’m fine I’m recovered are you recovered from what was a superb show
anther excellent show. Yeah very perky mate thank you very much I’ve been
sleeping for the last six days so I’m going to be digging into the the back of
my mind to try and remember that we were even in Marbella. It will all come flooding back it was very interesting and exciting it was one of the best so kicking off on
Monday we started with great to have Tony Coyne involved and nice to see MCOM Payout Service taking a leading role and then I expect one of the issues it’s
really close to Tony’s heart as the industry tries to tackle some of the
issues from the past which is obviously one of consumer confidence is how we
deal with consumers not just from the engagement point of view but really
thinking about how we develop relationships with them and keeping hold
of them to try and maximise the benefits of that relationships it’s getting
harder and harder to engage and keep customers on line with value-added
services I think mmm well yeah It was interesting we sort of started the show at
the end of the you know sort of consumer journey sort of managing sort of
sort of their expectations and to some degree their complaints and problems I thought
was interesting was that sort of it’s now a kind of accepted role and part of
the industry to to professionally handle what may go wrong and I think part of
that is making sure things don’t go wrong but also having in place the sort
of processes to handle it when they do and
the you know hearing from sort of Tony and MCOM about some of the payout
services I mean they’re trying to smooth that sort of transition from
the customer paying right through to the the network operator releasing the money
to the the merchants and service providers which is which is a great part
of it I think it was really interesting as well to hear from Johnny Brown and
SB media group who talking about sort of handling those customer
complaints and sort of you know having to sort really be on top of not only
what people are sort of coming in and sort of complaining about which you know
is still to some extent the subscription fraud idea or I don’t remember doing
that a lot of the time it’s just because it doesn’t appear right on their bill
and things but it’s also that they know people that are arriving at this point
through so many different channels so it’s not just now that you’re getting
complaints phone calls or getting emails what apps we have Facebook
messages you’re being flamed on Twitter I think he made some interesting points
as you can see in the video interview with him after the session that we
posted on the site that’s quite a challenge but you know the technology
and the willingness is there to deal with it so I guess in short if you’re in
this business for the long term there’s just no way that you can cut corners
when it comes to looking after your customers did you also feel as though
this was a UK specific problem so I noticed the the panel was obviously
very UK orientated and we heard some you know some great stories about how DCB
value-added services are flying around the world did you sense that that was
also a problem internationally or do you think that was very just simply typical
of the UK in particular I thought my feeling is it’s particularly sort of
prevalent in the UK I think there is an element that UK consumers are just way
more suspicious about stuff on their phone you know other other countries
into the other regions where they much more used to carry a billing hmm it’s
fine and they do use carrier billing so routinely that
they’re not really sort of surprised with something that appears on their
bill I think that the education part here in the UK isn’t isn’t so great so
it’s still quite a shocker it’s people I think there are still elements of
subscription Fraud going about I mean it’s almost unavoidable I think there’s
a whole industry globally that the key message really from that session is
you know like any business these days you’ve got to have really really good
customer service and you’ve got to do it through all the available channels
because no matter what the problem might be you need to be contacted and you know
as we all know like when the trying to sort of you know get a boiler fixed or
you know can’t can’t sort of get Sky TV to work or whatever you know you want to
be able to contact these people easily and straight away I mean we’re going to
touch on we’re going to touch on demand for subscription services and the sort
of irony that in in one sense they being a major to the reason for the problems
and lack of confidence in certain markets and we’re also going to talk
about some of the overseas experiences and thanks to the excellent research it
was presented by Juniper if we sort of move on now I think the second session
which is after the first time and not not in fact the last time that fraud
appears as a session in what’s in the media and I thought the point I raised
to you at the time was one of the things that we said last year was how the
perception of fraud and dealing with in tackling it has changed significantly
over the last 12 months and it’s gone from being something that you know a
dirty word that nobody really wanted to talk about something that people
actively want to now I think in 2019 something which is a you know can be
seen as as a as a force for good or tackling it as a force for
good or and essential and and obviously something that contributes you know very
tangibly to growth going forward so the first appearance that fraud made was on
the first day another excellent session led by Geoffrey Cleaves from
Opticks big on his numbers isn’t the other there’s a lot of graphs in
Geoffrey’s presentation they were all graphs and a little
numbers most of which I have written down and will be appearing shortly alone
in in my extensive review event I think this like yeah like you say the
fact that fraud keeps now being mentioned and it’s not treated as much
as a dirty word I think is an interesting development
I think weirdly like customer service having for prevention and protection in
place is now essential just like customer services some of these sort of
ancillary offerings around sort of core telemedia business that we’ve always
focused on on now a must have and so you know fraud prevention fraud mitigation
fraud management are increasingly going to be really important the interesting
that Geoff said that that amazed us all I think was he ran through the list of
that he gave us the top six or five of the top six countries that originated
the most amount of fraud and places six down to two were India Iraq Russia
Belarus and the Ukraine and he got the audience and guess what number one was
number one was Italy it was indeed and when pushed on it as to why that might
be the reason he he said with a sort of knowing smile as well you know
regulatory regimes differ from country to country and sort of snickered behind
his hair the implication being that there’s a lot of back end is going on in
in certain markets that so they’re easier to operate sort of fraudulently
in but so yeah what you have going from Italy but I think the whole idea of tackling fraud dismiss reason of care
capability dealt with by this panel it was really interesting here where the
fraud is what kind of fraud were talking about which is you know everything
from jacking who wrote fraudulent apps to hold fake websites that are flogging
fake goods it’s it’s it covers the whole spectrum of the digital world it’s not
something particularly sort of just focused on the telly media industry it’s
that it’s a problem global e-commerce really I think yeah things that I think
came through loud and clear from the or one of the challenges was obviously that
the fraudsters are always one step ahead of the industry and it’s which is why
it’s so essential for companies like optics novena to have to be providing
services to service providers but I saw the sense that despite that being the
case the good business of this is quite a lot of confidence around the fact that
whilst it’s gonna it’s going to happen these companies are getting so
sophisticated that it the chances are that it should and could be tempered to
the point where we have an industry with hybrid and can still grow understanding
that you know certain things are still going to slip through the net and I
noticed of course that when we heard from a number of the mobile operators
you know they put they put fraud prevention you know almost top of the
list when it comes to assessing DCP vendors that they’re prepared to work
with they absolutely need to know that those those customers and those clients
those partners have got this front sensor which I think given that we’ve
now seen such an increase in the number of companies providing these kind of
services means that actually the telomeric your industry is pretty well
served currently with some pretty clever companies that are really doing a very
good job of dealing with this despite the fact that of course you know they
will always be potentially one one one step behind but there was some
interesting there was some interesting tactics revealed whereby some of these
guys are actually sort of going out of their way to generate their own sort of
or simulate fraud so that they can actually kind of get inside get inside
the you know the sort of enemy did you well yeah that’s what that’s
what they were talking about which they spoke about all this on them on day
three of the conference but yeah they have a whole load of devices set up that
they let get hacked defrauded and all the recipes so they can see how the
fraudsters are working they also buy a lot of a kit you need to sort of build
and manage these frauds on the dark web and reverse-engineer them so yeah
they’re really sort of on board with them
although you say you’ll never be one step ahead of the Foresters but you can
at least try and sort of keep pace of them I think between there and the
ongoing and ever more sophisticated monitoring that people like optics do
you you know is your as protected as your gonna be and yeah it’s always gonna
be some fraud but it still doesn’t make friends non-viable business a lot I say
this is coming that this is a problem for the entire digital economy not just
early media so you know that there’s a big vested interest in staying on top of
this and yeah it was back to some of the interesting is it likes to hear people
openly talking about fraud and what frauds are perpetrated and how to how to
to sort of beat them I agree and I think that’s good news for the businesses you
know okay so then we moved on to advertising engagement in the meat in
media and we were very lucky to have more generally returning to the work
centimeter line up a board member of the interactive news media association and
CEO of media futures and he started to talk about the the way that mobile and
media are working together and how I suppose the the the tangibles benefits
of the mobile are being offered up to media particularly with regards to
things like ticketing and voucher codes which I know you talk about a lot Paul
oh yeah yeah no it was interesting I mean read mark spoke twice at the show
second time about the kind of firm van is a more wider value added services
area but he started off with this as a look at that couponing this is an
interesting idea it’s sort of giving media
companies newspapers those sorts of things the ability to have a third party
company basically running a kind of voucher code service for them so that
often when you buy and stuff online it says do you have a do you have a sort of
Bowsher codes and often you think no maybe I can find my thinking Google you
know money off ouches for whatever it is you’re buying you’ll get a big load long
list marks sort of push on this is that if media companies newspapers besides
and then have their own dedicated sort of valchek I think they’ll come up in
there in the search and it will drive people to their new sites primarily to
get the voucher code but you know while they’re there they might look around
they’ll see stuff they might sign up to a newsletter and all the other
value-added service things around media and mobile that he talked about later on
so yeah he gave an interesting insight into into vouchers and voucher codes and
we’ve talked about vouchers for many years but years ago here we had Eagle
our technologies and thereby me a beer skiing when I want to be I mean that was
ten or ten years ago you know so the ideas been around for ages but like a
lot of these things it’s now spy finally starting to circulate into the into the
mainstream and Mark I’ve had you know some examples from around the world of
newspaper publishers who are doing justice on their website and driving you
know sizable increasing traffic which of course for them is at revenue because
these eyeballs as a result so yeah interesting presentations around off day
one there where we then continued to discuss that over a couple of beers is
the evening wore off just on that as the concluding point
that I thought was interesting in something which mark probably concluded
you know five years ago in Manchester and which I think highlights a real
opportunity for the industry is that the media in all its forms mainstream media
in all its forms it’s still a bit of an untapped market and that if you’re
looking for growth opportunities and for telemedia value-added services and
billing opportunities you know media is still very much
vertical that our customers should be looking at and their hose as well as
they sort of it’s dry you know they need to drive engagement they need to drive
one-off sales of small amounts of content you know carrier billing and the
sort of tele media plays ideal for helping the market engage and bill and
distribute content and yes I’m on to them hopefully sell people into
subscribing to a newspaper or magazine or buying stuff through it and driving
and ciliary revenue that way so yeah absolutely been on the radar for so many
years but still it’s largely because the media companies I think are quite slow
to to change it’s quite a sort of set in its ways industry publishing and I think
now they’re starting to come around to how you can use digital you know really
effectively yeah interesting okay so should we move on to Tuesday and ten
o’clock and an RCS messaging firmly now established as part of the the Telemedia
suite products or certainly established as an issue jury seems to be out on one
on one hand we had Jason Brian saying it was absolutely the future he thought it
was fantastic and so did Nick Millwood of course from home gate Nick slightly
more Nick a nickname for mobile and mobile squared who’s done the analysis
and the research although is the self complaint that itself complained the
said self betrayed expert on RCS I’m still looking for looking to be
convinced I think yeah I think I think everyone is I mean RCS is both
essentially Google’s answer to our message so it’s not as ubiquitous as
text so I think the idea that SMS is is going to be replaced somehow is is not
really on the agenda yet I think as deep as two and 3G networks slowly start to
get decommissioned in in this or next five to ten years that may change but I
think for now certainly bit of a stable future RCS
is it a useful thing to add true to the messaging portfolio it’s just another
way of trying to contact people if has more advantages than whatsapp in terms
of you know to reach and not having to soft opt-in twice you know it also is
very rich it is quite beautiful and nice experience you can building area
building into it you know he’s really good it offers a lot of things I think
though you know and Tilly’s everywhere with all network operators on all
devices it’s it’s not going to be better than text text is great because
everybody in the world who’s got a mobile phone but there’s no doubt that a
promotion that’s sitting on an RCS platform versus a similar promotion on a
simple text message platform is gonna get a better rate of engagement isn’t it
the RC it well I guess so I mean it’s more engaging sort of format but you
know if you ever received an RCS message not yet and you might not know what was
going on if you did I yeah we’re not you know that familiar
with it and we work in the industry people outside the industry don’t you
know I’ll mention RCS and my son just sniggers cuz he thinks I’ve said RC yeah
the people just don’t really know what’s going on so I think yeah Nick Millwood
from engage makes quite a good case because they were already running some
services you know marketing services for businesses on it as Nick Lane did point
out more case studies about brands using it are starting to trickle out into the
into the world the more that sort of demonstrated the more other brands will
start to look at trying to use it as – Jason from Rocco’s view yeah one day
replace SMS or something like it will replace SMS but not right now they’re
working in tandem with each other they are just I think that with the world of
messaging you can’t say one thing is going to be better than another if you
want a proper marketing strategy to engage people you have to use all messy
cinque lat forms facebook Messenger whatsapp RCS SMS email and even if
you’ve got the money at the time no leaflets through the door I mean it’s
everything is it’s still in play so you know people want to be engaged in the
way they want to be engaged at that moment that means been everywhere so yes
interesting paying that the pricing of RCS is also somewhat confused I mean
Nick mill woods from gage did actually put a price of six people message on it
which is the first time anyone has publicly said how much it would cost a
brand to put out an RCS message so that’s about six times the cost of a SMS
so it’s more expensive it’s a premium way of engaging people currently but
well I mean well and what a perfect segue to the next session engaging
people and dating of course go hand-in-hand first time that we brought
dating into the show as a special feature as something that and a vertical
that I’m really interested in I think that over the next 12 months is it’s a
sector that we probably should be getting closer and closer to because the
message seemed pretty clear you know this is this this service has gone from
being something that was a little bit under the radar people were slightly
embarrassed about the fact that they were using dating sites now I think I
think it was only last year that I think we got over 50% where we’re by now the
majority of people see its primary primary way to meet friends and partners
and for the future and of course mobile plays a massive part of that and we were
very lucky to get Ross Williams the CEO from Veneto who are essentially
white-label dating who provide them platforms for so many of the major
brands simonkal be of course runs the industry media mobile dating insight and
the woman who is the self-proclaimed traffic captain if an industry
proclaimed traffic captain from traffic parlors calm and out of mike said it was
chairing that rhinos had a huge amount of experience in there from my point of
view the aside from all of the obvious mobile applications which enhance
dating service therefore offering mobile marketing companies mobile technology
companies with mobile billing companies opportunities to work with dating
providers on the billing side of things I was slightly surprised right at the
end for Ross Williams to sort of say well you know a little bit like the
gambling industry yes we know DC breeze there yes we kind of written it all most
companies have written it to their strategy but it’s not it’s not top top
of their list and obviously I understand that you know the first thing anyone
wants to do is get subscriber get their credit card details job done but of
course what we know is that by offering a DCB solution you’re going to increase
your engagement levels and your acquisition levels albeit at a more
higher cost and obviously a lower margin but the deal is of course once you’ve
got all of these guys that’s when you start working with them providing
customer service and a good service experience to upgrade them to credit
card but still not massive in the dating business I don’t know whether or not
that’s a problem with the dating industry a little bit like the media or
is it something that we as an industry are not doing properly in order to sell
the benefits into these these markets yeah I think I don’t know I think it’s
perfectly encapsulates sort of conundrum with carrier billing and I think carrier
billing is it’s just one option for paying for things that some people will
use and I don’t think it’s really anything the industry is doing wrong I
don’t think it’s the dating industry looking at it finally it just CEO some
people will use it the gambling industry but quite early on getting onto carrier
billing and they use it to Humble people and hopefully some upsell them into a
lengthier subscription but you know they accept that carrier billing we’ll get X
percent of people will pay through it the logic is that they’ll pay as X
percent more people perhaps than they might have got otherwise and I think the
dating industry looks upon it in the same way so you know I remember once
years ago one of the gambling events that we did run and someone saying well
you know the more payment mechanisms you have availa for the more chance you’ve
got some um a and I think the same applies
to dating I think the younger generation of people that you say a totally mobile
who are looking for the more casual end of dating
yeah going to perhaps use carrier billing increasingly when you know you
turn the swiping left or right into something where you need to pay to
engage further should we say and these offer there’s a one-click you know put
it on your mobile phone I’ll take yeah your credit they’ll start doing it so I
think yes horny teenagers is probably where where that’s really at I think
you’re serious data who want you know he’s looking for a for a you know a life
partner less so but as Andy warmer probably I’ve seen that sort of use
people might want to just pay here and there with Kerry billing for the non
casual dating to try it out they might be new to it they might not have done it
before they might want to sort of sign up for a year because you think this
might be no good so it’s quite a good way of letting people test things out
and that’s a mess that’s a message that you know we as a media company should be
putting out to all the verticals that we talk to on a regular basis of course I
mean we took we touched on the limitations of carrier billing or albeit
you know versus from a merchants point of view versus credit card in terms of
the amount that people can actually spend or whether or whether they’re
likely to spend but we then moved into the world of e money and this is this is
something that is getting talked about a lot now and this could really give the
industry a boost couldn’t it absolutely it was an interesting sort of almost an
decides to the carrier billing debate that I thought personally was one of the
highlights of the show for me was that that this company donor who work with
charities doing carrier billing led to donations to charity they’ve worked with
lots of charities and they’ve discovered that one of the charities want people to
donate money when they’re watching children in need or
whatever but they also want to sell sell them a red nose or they wants or a
wristband or peripheral actual products and you can’t of course do that
with under the current sort of carrier billing regulations PSD to exempts it
gives this exemption what the so people can use carry billing so digital only
things there’s no way of selling and buying physical goods no in Europe at
least and donor have got round this rather rather cleverly by getting any
money license which means that all transactions are under written
essentially by the financial conduct authority and they were this radical
process that you you appear to buy something like a rednose on carry really
but what you’re really actually doing is you’re buying a gift sent she a sort of
virtual gift card or that’s on credit that buys the nose so that so the money
comes off your bill via the network operator who pays the charity so I buy
my nose for a pound my network operated gives the charity a pound I then have
the pound taken off my bill at the end of the month so it’s basically like
they’ve acted like Amex network operators become an Amex and I’ve bought
this is a virtual gift cards by thing any kids it gets you rounds the
regulations music caring filling before run for buying physical goods I need you
know it’s very well with the charity side of things where are a lot of things
that often get tested but you know you could do it for anything so yeah I think
inadvertently or probably not even the Chris Neil founder and CEO donor has hit
upon something that might actually be transformative of how carrier billing
works Tony this question about what the network operators would charge for
providing that service they didn’t know because it’s being sort of trials in
inverted commas with with charities I think they’re not sort taking anything
but you know there would be a charge but there’s always a charge I think with
carrier billing if you get the sort of charge for network operator takes sort
of young will over the kind of 7% mark then it
it becomes viable and yes that’s more expensive than credit card and other
ways and do things but you know that’s the price you pay for convenience so I
don’t being able to reach just about every single and being out of reach
everybody yeah yeah and for some brands you know
this could be you know a real breakthrough I think if not you know if
it’s not it’s still a great thing for this or charity sector to do and I think
it’s again it’s one of these things that we might have to wait a few years but
you might see the sort of principle behind what donor does cropping up more
and more in in other things and you know anyone who missed missed Chrissy’s sort
of talked about it there was some very complicated grasping and not sure when
he explains it as how it works you’ll be quite amazed I think so a more of that
covered in the magazine and online magazine and there’s an interview with
Chris going up on the website as we speak and when he explains it and yeah
the be loads more you know across all our media products in the coming months
about about this and what works and where it goes because he’s this quite
rustic okay well so we’ll look at look out for that one then we got into some
meaty research and I don’t know about you but I was really pleased that we got
to nip over to mafia and I thought that Elson sir Tonto principal analyst from
juniper spoke extremely well and delivered some really interesting data
on the DCB market and I mean from my point of view as if I was going to
summarize that I’d say you know the world is the world is a big is a big
market and ECB has got a lot a lot of opportunities or DTV vendors have got a
lot of opportunities in places like Southeast Asia Africa and markets where
we touched on this earlier consumers haven’t necessarily gone through the
pain of the last sort of 20 years of subscription scams and and
over-regulation and a really sort of using DCB and by value-added services on
their phone with very little problem and seem to
have a huge appetite for it and the message was I think that there’s a big
market and it’s growing o massive yeah I mean junipers figures weren’t worth at
in 2018 ECB was twenty seven point seven billion dollars worldwide was spent on
DCB by digital content and that was 38 percent higher than 2017 so it’s it’s
going up and yeah where it goes in its going it could we’ll sort of hit that
this little firm you know sort of fifty billion dollar mark before we know it so
yeah it’s a he’s a real growth area it’s seeing a lot of youth in sort of Fang
companies in in sort of Dicky developing countries because they don’t have any
other kind of Internet infrastructure they have a mobile phone a mobile phone
bill but they still want Facebook and Amazon and Netflix and Google and all
the rest of it and so people sort of pay with it and this comes back to a point
you made earlier about the other sort of customer service issues being a problem
in the UK I think we’re just a much more to an advanced market I think in in in
places sort of in Africa India in Asia this is all new to them and that they’re
not so they don’t associate it with fraud it’s just a neat way to pay and
yeah I think that’s where that’s where the growth is going to come I think yeah
we’ll see growth in Europe and North America but most of its gonna be
Middle East Africa developing parts of Asia because you know outside of Japan
which already you know he’s very big into carrier billing and has been for 20
years you know this huge huge opportunity
I think perhaps you know you might see it feeding back this way if it’s really
successful Facebook Apple Amazon Netflix etc in those regions they might start
thinking hey we can you know maybe we should be doing this in the UK to you
know getting kids paying for their their Apple music or their run its fortify or
whatever with with carrier billing well and again the interesting thing there is
that well in this region or the universe of Europe
UK subscriptions were considered to be one of the routes to the you notice a
large number of the complaints in fact that the real market consumers actually
actively didn’t command subscription services and seem to be very happy to
buy them as long as they’re from you know trusted brands all being delivered
in a responsible way where you know the cause he was getting what they are you
know happy to subscribe to and in fact me you know subscription portals seem to
be seem to be working very well outside of the UK in Europe I just actually want
to leap forward to a session that we have at the end of the show which is
focusing on mobile games which also links back into long as we’re dating
because I think if I’m not very much mistaken one of the big growth areas for
DCB in Southeast Asia was with mobile games most men absolutely yeah
absolutely I mean yeah it’s kids games and streaming of the Netflix equivalent
Netflix yeah it’s those two things that really sort of push it and carry billing
is you know a great add-on for buying things in games for buying games buying
you know subscription the inverted commas to games or however you call the
card games marketplaces so yeah it’s it’s it’s there really are money gets
spent in game on stuff and if it’s you know you’re playing it on your mobile or
and it’s one click it’s add it onto your phone well then you know it makes
perfect sense talking about that it’s another way of paying I think you know
you want to buy whatever it is in a game you get off at a different range of ways
to pay for that the customer chooses to say yeah I think it works very well with
gaming the gaming to the side of it I think is definitely one to watch from a
carrier billing and a mobile marketing point of view because I think it’s it’s
such a big industry it is so prevalent amongst sore people under 30 it’s just
you but we talk games with Jake Scott from
reality cash and VKS goal from on mobile global on Wednesday what was their view
on how they were going to deploy DCB and as a way of generating revenue through
their mobile games well they were looking at somewhere to add it in in
which markets for buying stuff in game because their reality cash sought
nihilism excellent sort of augmented reality game but you also there’s like a
coal trading side where you can buy it bespoke weapons and sell them on and
that kind of thing so they’re looking at where carry and building would fit into
that in in certain markets I think I don’t think you’re gonna see it on the
reality clash game in the UK but you might do in Vietnam so his view of it
was was that it was a potentially really useful tool but again partly had just
part of her of a sort of arsenal of payment tools what was interesting in
that session was Vic s from on mobile global which is essentially a sort of
mobile games marketplace it’s all about an Amazon of mobile games he you you
don’t necessarily buy games from the marketplace you can’t pay to be a member
of the marketplace and get certain games then for free and while that lends
itself to a subscription model his approach was also to look at well we
don’t have to make people subscribe we can just remind them every week of every
month do they want to pay again for another month
this was also brought up in an earlier session by Steven George at sonic’s 2:30
on Tuesday he spoke about it about how you don’t you don’t necessarily needs to
sign people into subscriptions you just need to remind them to pay again in this
case around all sorts of subscription issues and you know in some ways could
just totally remove the whole problem of people complaining that they’ve been
they subscribed to something that they don’t want to be subscribed to because
you just don’t think that you’ve paid for this
then you know 20 days later you say it’s gonna expire in 8 days do you wanna do
you want to pay again it gives you no it means you could keep doing that once a
month with carrier billing so you know an interesting idea there as well I
thought so that I mean that brings us onto that that next session which Julia
the man bro very brilliantly put together Julia being the CEO from
seriously fresh media and someone who’s been selling content and manually
services into the sector for probably longer than she would like us to reveal
and he fun I spent from advocating who’s done everything technically Gary’s doing
this in this market and Ricardo who I take from mobium who are sort of one of
the most respected affiliate more marketing experts for mobile content in
them in the business and of course leaving phonics and I got the sense that
just really going back to what you said there and sort of referring to the first
session it we’ve almost gone back to old school sort of values in that you know
the idea of giving a customer what they want creating a high quality service
will eliminate a lot of the problems that we’ve had in the past and that it
is all about treating the business as a proper business and treating the
customer with you know kids lamps to a certain extent and you know I thought it
was it was it was great to hear sessions that Telemedia shows were people really
talking about proper services and delivering a proper service rather than
just talking about how many millions of minutes you’ve got all how many millions
of clicks you’ve got and without really thinking about what that means probably
better to have significantly less clicks and significantly less minutes from
customers that are going to continue to pay you for the services who you’re
providing them with totally yeah that was juniors argument man you know the
sort of ethos behind serious and fresh media is rather than you know saying
I’ve got carrier billing gimmicks and content I don’t really care what it is I
know it needs to be the other way around needs to be I’ve got some really good
content or a really good sir I need about carrier billing it’s a
payment option to this so yeah I mean it’s more much more focused on on the
consumer and I yeah exactly you know you kind of think it has to be that way
round it has to be I want to access this content you have to give me the
different ways to pay for it one of those is DCB and I think game out to the
point that I made that that’s that Stephen from phonics made was that you
know you can also shift it away from this subscriptions idea by just getting
people to pay with carrier billing every month by just reminding them and in pass
down on all the complaints and you know all that stuff we talked to here the
beginning yeah a lot of it goes away you think yes I think mitten mist is sort of
fresh thinking that that came out of this you show that really struck me I
think overall it’s now the oh he’s being approached in a much different way much
more sensible way and it’s not about what of course it’s about making money
but it’s about sort of you know creating cool stuff and making money out of it
and and I think that’s an important big transformation in the tele media
industry and the thing that’s gonna keep it going and hopefully make it a much
more mainstream thing you know it’s our job is we could be millionaires and we
will have we will have a hotel full of huge media players looking to digitize
and mobilize their their offerings as Mark Allender had a second a second
opportunity to reveal where he started to talk a little bit more about how
media companies are mobilizing their content I mean I think we’ve sort of
already touched on this earlier on but again I think he was really making the
point that if you’ve got content media companies of Copland your content
they’ve got to start considering that there’s a new generation out there that
is prepared to receive and pay for that content using mobile and using mobile
billing and I think that so that’s that was I think what Mark was talking about
on the afternoon on Tuesday right yeah absolutely
I know it comes back to beautifully what Julia had said in the
session before the you know it’s about having great content and who’s got great
content all those digital media companies you
know whether they’d papers or Netflix or or even just sort of you know a youtuber
who’s got like a podcast I mean it’s all sunk you know there’s always an autism
audience is that there’s a there’s a way to monetize it and I think that’s that’s
the essence of what value-added services are it it’s about great content and
services but we we can sit at the top of this pile that which is out to consumers
and then we work out you know one of the best ways to get them to pay for it and
yeah I think carrier billing has an opportunity you know as I said the show
that you know I don’t necessarily want to subscribe to BT sport to watch the
entire UEFA Champions League but I might want to watch you know the semi finals
and the final and I’d paid I pay a premium and I’d pay by carrier billing
just to do that you know evening when it was on you know me and my little boy I
could sit and watch it you know don’t really one I have to sort of uh sit
through all the eights yeah yeah and subscribe so you know it’s all that sort
of thing do you think like you know sports broadcasters have got all that
content radio play with all that content publishers have got all that content you
know newspapers have got all that content you know let’s monetize this you
know and let’s put it out there and let’s start putting some of that content
in with other services like dating and couponing and games and you know I think
you know we’re it’s all gonna get mixed up into it into bottles of complicated
and interesting offerings around which you can put carrier billing as one way
of paying for it so I completely agree so going back to opportunities for
carrier billing again one of the one of the the great developments I think not
only for the show I think for us as a media company is that we’re working
closely with our research companies and also good good for the industry the
research companies are starting to pay close attention to our sector because of
course the more data that comes out of these various research reports the more
Emma knows vendors and everyone in the value chain can start to put strategies
in place which help grow the market so working with Nick again this year we’ve
been talking about getting the global value added services research and
marketing reports out we’ve been talking about it for a couple of years I think
this was the first time we’ve actually managed to do it and it was overwhelmed
and really I don’t think I’ve heard him say thank you quite so many times to
audience because I think he got 120 individual companies contributing to
this research 24 I like it what’s it looking for which from a research point
of view immediately validates the data so far more than I think anybody’s ever
seen before so we’re going to see a lot more of the day to come out through
Telemedia magazine Telemedia online and television news over the next few months
I know and believe that anyone that contributed to that report will be
getting an executive summary and all all sorts of other goodies and benefits but
needless to say Nick presented the sort of initial findings which were I mean
pretty pretty optimistic I thought in terms of that you know where the market
is going and I think it was also nice to see from our point of view that last
year the value of trade down at L media was something in excess of 50 million
dollars which was which is great for us because if you consider how many people
go and work to the medias I mean you know in the region of 500 that’s quite a
lot of money per person so we’re obviously doing something something
right and monitoring that figure what do you think the the salient points were in
the initial kind of presentation well research because obviously you know
those are two part we’ll get there executive summary and also you know
people need to buy the research reports to keep Nick fed of Mortain so you can
continue his quest to research but the sort of standout findings of it were
we’re really that sort of you take care of billing and premium SMS and premium
voice or to largely most library carry a billy the
other to sort of help with it with we’re gonna see is a 3.1 percent compound
average growth way across the years between 2018 and 2020 threes about 2023
we’re looking at that sort of premium the sort of payment business globally
being worth about 30 billion US dollars which is good you know that’s a healthy
market I mean you know obviously it would be less to be even but you know if
you consider that the sort of the amount of money spent digitally online in any
given year is hidden is in that sort of hundreds of billion even just getting a
tiny percentage of that through carrier billing it makes that makes for a really
big and vital industry and I think his figures show that it’s actually taking
more than the share you’d think it might be so yeah that was one of the some
interesting findings I thought I mean there’s a lot of other numbers in there
which you know you can watch his presentation will be online shortly and
of course the research report will go to much more detail well you know it’s it’s
not a massively fast growing area growing it’s big and it’s a huge
opportunity it’s it’s it’s there for the taking to face all sorts of clever
content services 5g is gonna see a whole load of other new services arrived you
know there’s opportunities that I can’t even begin to imagine yeah well I mean I
think I said that’s a nice way to end the day although there’s one more thing
to come about you know on that point I’d say that you know research in terms of
how big a market currently is is one thing research into a lot of the rittany
at this point but you know into how big the market could be is quite another and
I think that the message came I mean if you think about what Marc Challon I was
saying about media companies not using DC boom and mobile as much as they
should people they’re dating industry not doing as much as they should be
we’ll go back to well Rob recent phonics message last
year I think the the potential for the industries is huge and I think that you
know certainly from our point of view you know it’s up to us and it’s up to
the industry to sort of really look and how it can exploit you know how it can
do how it can work more closely the media companies how it can work more
closely the dating companies because the potential I think is greater than
perhaps the research would suggest because research is only based on sort
of real transactions isn’t it and what’s happening right now whereas it seems to
me is that most of the most of the the messages that were coming out of the
sort of strategic sessions were that there’s a big opportunity there which is
not necessarily making the most of it right now yeah no totally and I think
you know as Caroline press from three they’re an exciting presentation about
5g you know there’s opportunities for things we haven’t even thought of yet
but for this so yes I expect that carrier billing growth to be much higher
particularly as things i5g penetration grow and 5g uptake takes off so yeah I
think Ricky I think I think Nick’s predictions are great but you know might
be conservative but you know we’ll see I think that one of the one of the thing
that I think is really important to remember is that if you’re talking about
Generation X or Y I can remember which is which or Zed Bogey’s is the one to
watch now but Carissa T whatever is the first generation I think it was the
Generation X there any just habit killing jobs now so that yes it was
already a massive market but now those that the first the first or the
Millennials even they’re just they’re just getting on these Millennials they
just gain jobs so you know they’re only really starting at money in their pocket
in it you know they’ve already been a very important part of this mobile
commerce market note to self work out your generations
before you bring in having kids on my Generation X is these day jobs
generations they are annoying tweens campaigning to like the environment and
really telling us that you know how wrong we actually are so yeah I think I
think that’s the generations but yes like you I need to brush up on that well
we can we’re getting close to the end so if we’ve still got any listeners
although you know as I say we do have millions in Southeast Asia so they’ll be
hanging up just quickly it was also good to partner with Rocco research who are
based down in Spain although they’re a global research company with access to
over well I thought it was 200 but it says 100 here but it’s a lot of mobile
operators that’s who they talk to and they put out the second survey to the
mobile operators which and I think this is a really important piece of work for
our industry because you know all too often I think there seems to be a
breakdown between the DTV vendors or service providers and the moment
operators as always the mobile operators Folwell the mobile operators are all
saying well it’s you know it’s that the service providers fault when it comes to
things like you know for prevention or when it comes to you know not opening up
the market or when it comes to not educating the consumers enough about you
know dtb and all the wonderful mobile billing services that can be offered so
it was very interesting to get some real data back from there Munoz about what
they want and who is performing best in their view and Jason Bryan from rocket
research and gave us some interesting some interesting stats in terms of how
Munoz prioritized the performance of their of their vendors and that their
customers or partners were depending on any of you it and we were able to get a
short list of the top four performing performing companies before before we
reveal who they were what were your views on what were your views on the way
they Jason conducted the research and the areas that the the mo knows felt
were the most important obviously fraud prevention being clearer in a clear yeah
I think it’s what what Rocko bring to this so great is
sort of a giving hair in Australian access to what the the mo knows want and
think and I think that between what we get what Nick Lane does of what juniper
does what Rocco you know Jason at Rocco does yeah we get this we as world’s
early made you and I are telling many publications no you know the whole value
chain what it all thinks of each other I think unsurprisingly security and
fraud risks around DCP with the network operators biggest concern about it I
don’t think that surprised anyone I think that the the connectivity and
service provision are the other things that that sort of on that breakers
worried about and you know I think it’s it’s it’s good to see that they are you
know looking at service provision and you know the sort of how good these
services actually I think they need to and I think this comes back to what
we’re saying about good content is you know in some ways you need as many
people as possible including the network operators saying but that’s you know
that’s not a good service or not good contact so I think you need to wheedle
all that out you know it’ll be very difficult there’s you know the fraud
we’ve all talked about at the beginning is always going to be a problem with
that but you know if you’ve got the network operators working on it and
putting pressure on their on those of aggregators and content providers and
service providers to make sure what they do is really good every stage you’re
cutting out some of the bad stuff yeah eventually probably one of the cleanest
soph industries there probably is well I think also if you’re a man if you’re a
merchant or concept provider working with a billing aggregator the
relationship that that aggregator has with the MNO is essential particularly
when problems arise but I suppose also when it comes to implementation and and
speed of implementation and I think on the
on that I will just now if you don’t mind reveal the the shortlist of four
that came through and I’m glad to say that 75% of the shortlist were
represented in Marbella I know and I know one wasn’t able to be there but
will be next year in the way drumroll please
I won’t do this in any particular order but we had said Tilly
we had beaucoup we had n th and the winner of best EC beat vendor 2019 was a
wonderful team from Jamaica and it was great to be able to give them an award
at the platinum party kyboot nightclub with all the glitz and glamour that goes
with that and and the awards were very cool and then if you saw them did yet
living I just saw the I saw I saw the presentation of them I don’t think I
actually saw the actual awards that were given no well there’s pictures on the
website on our Facebook pages but it was a really lovely kind of sustainable
award it was a sort of lovely wooden carved wooden block with a sort of motif
on top which was which has made out of a resin which was printed on a 3d printer
and and I need to actually meet up with people to make the presentation to mark
stand on at some point so that’s an opportunity for a boozy lunch but I’m
very much looking forward to answer all of those no I think you know we’ll be
covering what they did and why they why they won and stuff in the coming weeks
and months but I think yeah I think that’s a fitting place to sort of first
stop really because I think they they exemplify everything about this that
we’ve been talking about they offered good services they work well with
operators they were good relationships they use carrier billing and you know
they are they’re quite rightly being sort of lauded for being the best I
think this is something we should all be looking at as to where we take this
industry should all be like those guys do we’ll give her a round of applause live audience all right well listen I
think that’s a great place to wrap up I mean as I said I mean there was a couple
of other fraud sessions but but we kind of hosted the fraud issue
and cybersecurity and together one thing I would say Paul before we go and my
concluding for last year it was all about the crypto we were told we were
expecting crypto to be the red hot topic we had sessions on it this year it was
only mentioned a couple of times we’re going to be talking about that next year
do you think all don’t write off crypto currencies I think I think we we went to
soon blockchain underpins a lot of what
network operators do already now and and whatever banks little okay I think we’re
gonna see a lot more of crypto currencies and it won’t be just bitcoins
and aetherium and those sorts of things it will be the trading of points and
games and all sorts of things I think there is a role in there for carrier
billing for folks or getting started in that process and possibly even through
the refund mechanism getting money back out but ok when he showed to discuss
there but of course we’ll be looking at all of that throughout the year in the
magazine and nearly made your online will be doing more podcasts with some of
the speakers and other experts through the coming months on all these subjects
there’s more so yeah stay tuned with us and we promise to make them a bit
shorter would be a don’t we act short and snappy but this was you know it’s a
big show with a lot to get its when a lot to talk about but yes it was well
thanks time a and thanks it was a great show really Goods looking forwards
already to the next one

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