Innovation, Trust, and the Future: An Interview with João Carlos, Business Unit Director at Go4Mobility
Who are you and what is your current role?
João Carlos – Business Unit Director
As the Business Unit Director, I lead a team of experts committed to supporting mobile operators and media partners in monetizing their digital content on a global scale.
My primary responsibility is to ensure our solutions drive innovation and foster revenue growth for our partners. Our focus is on providing advanced tools that optimize digital content distribution and unlock new monetization opportunities in an ever-evolving market.
Leading this journey is both rewarding and challenging, and I am fully dedicated to expanding our global impact while shaping the future of digital content.
What does you company do?
Go4Mobility is a trusted global provider of telecommunications and digital services, enabling businesses to connect with their customers worldwide across multiple channels. We support companies enhance their digital services revenue through innovative mobile payment solutions.
Our Value-Added Services offering is designed to help telecom operators and content providers increase revenue by delivering compelling customer experiences supported by seamless payment methods. Through our platform and API, businesses can integrate payment systems such as Direct Carrier Billing and Premium SMS, streamlining the monetization of digital content globally. With direct connections to operators and real-time reporting, we ensure secure and compliant payment flows while maximizing customer engagement and conversion rates. Our VAS solutions cater to a variety of segments, from entertainment to ticketing and donations, offering scalable and flexible tools that drive growth.
What sectors does your business operate in (list all that are appropriate)?
Payments
Messaging
Value added services
Content
Which countries or regions do you feel represent the greatest opportunity for your services in 2024?
In 2024, we identify significant opportunities for our services primarily in the European and Middle Eastern markets. While European markets present challenges due to their highly regulated environments, they also offer robust competition for those genuinely committed to succeeding in the industry. These markets create a unique landscape for innovation and value creation, especially for businesses that can effectively navigate regulatory complexities.
Similarly, the Middle Eastern markets present substantial potential. As these regions become increasingly regulated, they offer both challenges and opportunities for businesses aiming to establish themselves. As regulatory frameworks mature, we believe that companies willing to adapt and innovate will uncover fruitful avenues for growth and service expansion.
Overall, while both regions have their distinct challenges, we are confident that our established footprint and commitment to delivering value will enable us to leverage these opportunities and enhance our offerings.
PAYMENTS
Which content and/or applications do you see being the most likely to benefit from billing technologies?
Billing technologies are more likely to benefit content that offers premium or subscription-based services, such as streaming platforms, gaming apps, and productivity tools. These services require recurring payments, making them ideal for streamlining subscription management, billing cycles, and revenue collection efficiently.
In addition, content providers can take advantage of billing technologies to offer flexible pricing models, bundled services, and targeted promotions, improving monetization opportunities and customer retention strategies.
How do you balance payment flows, operator relationships and customer satisfaction?
Effective operator relations and customer satisfaction require efficient transaction management, collaborative partnerships with operators and customer-centric strategies.
This involves optimizing payment processes, building trust through open communication, and prioritizing seamless customer experiences with personalized solutions and support.
Achieving this balance demands adaptability and a strong commitment to delivering value throughout the payment ecosystem. Additionally, we believe that partnering with reputable security companies that have extensive experience in the industry is crucial for success and for ensuring that this ecosystem operates as it should.
What major factors do you think will impact the future development of mobile payments and which other payment options represent the biggest threat?
The future of mobile payments is being shaped by a combination of technological advances, changes in consumer behavior, and evolving regulations. Technologies such as biometrics and NFC are making payments faster and more secure, while consumers, increasingly inclined toward digital solutions, are driving the adoption of new payment methods. However, competition remains fierce, particularly with traditional methods like credit cards and the rise of wearables, requiring payment providers to focus on convenience, security, and user experience to ensure long-term success.
Partnerships with fintechs and global expansion are crucial for integrating mobile payments into different ecosystems. By collaborating with financial technology companies, payment providers can expand their offerings and better meet the needs of both local and international markets. Also, digital wallets, for instance, are reshaping the payments ecosystem.
Additionally, the rise of account-to-account (A2A) payments is noteworthy. In this rapidly evolving landscape, it’s crucial for mobile payment providers to strike a balance between embracing technological innovations and delivering a seamless yet secure payment experience for users.
VALUE ADDED SERVICES
Which specific VAS verticals are you expecting to have a great year and why?
As the market becomes saturated with more free content options, it is crucial for service providers to enhance their offerings to remain competitive. Consumers are actively seeking premium content that adds value, and those who can deliver this will be more successful.
Verticals such as streaming services, digital gaming, and personalized content delivery are poised for growth. With advancements in artificial intelligence and data analytics, companies can better understand consumer preferences and deliver content that resonates with their target audiences.
Moreover, as we look ahead to the next five years, we expect the landscape to become even more competitive. The challenge will be not just to offer content but to provide engaging, high-quality experiences that meet evolving consumer expectations. Those who can adapt to these changes and leverage technology to enhance their offerings will position themselves for success in the VAS sector.
What’s the most effective business model for an mVAS customer acquisition strategy?
The most effective business model for a customer acquisition strategy typically integrates multiple approaches tailored to the target audience and the specific service offering.
One key strategy is the “try before you buy” model, which allows users to experience the product firsthand before committing to a subscription. This method not only broadens the user base but also creates valuable upselling opportunities by clearly demonstrating the product’s features and benefits.
Additionally, forming partnerships and collaborations with telecom operators and service providers can significantly enhance the reach of our offerings through joint marketing initiatives and bundled packages.
Furthermore, implementing targeted marketing campaigns, personalized promotions, trial periods, and discounts can effectively boost customer acquisition, driving conversion rates and fostering sustainable growth. Together, these strategies create a comprehensive approach that maximizes our potential for attracting and retaining customers.
CYBER SECURITY
Is the industry doing enough to combat fraud and tackle cyber security?
The MVAS industry is indeed making significant strides in combating fraud and enhancing cybersecurity; however, there is always room for improvement. Many companies, including Go4Mobility, prioritize strict oversight of their content and partnerships, ensuring compliance with regional regulatory standards and industry best practices. This diligence is crucial for effectively mitigating risks associated with fraud and ensuring a secure operating environment.
Despite these important steps, the industry must continue to evolve to keep pace with the ever-changing landscape of cyber threats. Collaboration among stakeholders is vital for sharing knowledge and resources, which can help address the growing challenges in this area.
Furthermore, ongoing investment in advanced technologies, employee training, and the adoption of best practices will be essential for fostering a secure environment that protects all parties involved
What action has your business taken to maintain / improve consumer / partner trust?
To foster and enhance consumer and partner trust, our business has implemented a range of proactive measures focused on security and transparency. We employ advanced fraud prevention techniques, such as blocking malware applications and utilizing iframe security, to protect our users from potential threats. These measures are essential for ensuring a safe and reliable experience for our customers.
Additionally, we have introduced mechanisms like active subscription caps, which help maintain trust between operators and consumers by providing clear and manageable usage limits. This approach fosters transparency and promotes long-term relationships with our partners and customers.
We also prioritize partnerships with leading cybersecurity firms to enhance our capabilities in combating threats. By leveraging state-of-the-art anti-fraud traffic monitoring and protection measures, we can better safeguard our operations and protect our customers’ interests.
Overall, our commitment to security, transparency, and collaboration is key to building and maintaining trust with both consumers and partners.
ABOUT YOU
In the next 12 months what key technical developments or innovations do you feel will have the most positive impact on mCommerce (VAS / mobile payments / marketing)?
In the next 12 months, several key technical developments and innovations are poised to make a substantial impact on mCommerce, particularly in the areas of VAS and mobile payments. A critical focus will be on enhancing technical reliability through continuous testing, monitoring, and optimization of systems. This proactive approach ensures that services are not only robust but also financially beneficial for all stakeholders involved.
Collaboration with telecom operators will become increasingly vital. By fostering strong partnerships, the industry can more effectively identify and address potential issues in real time, allowing for agile responses that ensure seamless service delivery to end consumers. This responsiveness will be crucial in maintaining customer satisfaction and loyalty.
Real-time data analytics will provide deeper insights into consumer behaviour, enabling operators to optimize efficiency and build trust. Additionally, innovations in 24/7 customer care and dedicated account management will strengthen partnerships and improve user experiences, driving growth and innovation in the mCommerce space.
