Meet the PEOPLE

Rabih Jreish, Business Development Manager, Mobile Arts

What does your company do?

Mobile Arts Group is a multinational company specialising in cutting-edge monetisation solutions. Our primary focus lies in offering a comprehensive suite of services – in particular mobile payments, including DCB, Credit Card payments and a spectrum of other mobile payment solutions. Additionally, we function as a multichannel source for digital advertising campaigns, securing and optimising digital advertising efforts to expand reach and enhance customer acquisition.

Which countries or regions do you feel represent the greatest opportunity for your Telemedia services in 2024?

I believe that in 2024, Africa stands out as a rapidly growing market for mobile services, boasting a sizable, youthful population with a strong appetite for digital services and content. However, one challenge is the limited penetration of traditional payment methods.

Which content and/or applications do you see being the most likely to benefit from Telemedia billing technologies?

I see that cloud gaming platforms and e-vouchers poised to gain considerable advantages from billing technologies. Such applications and content can adapt to diverse payment structures, accommodating small transactions with DCB and larger transactions through credit cards.

Do you think that DCB can become mainstream and in which markets?

I believe that DCB can become mainstream in both developing and developed markets because it offers convenience, security and accessibility for consumers and merchants.

In developing markets, DCB can reach the unbanked and underbanked populations who may not have access to traditional payment methods, such as bank accounts and credit cards. DCB can also enable them to access digital services and content, such as gaming, video, and music, that they may otherwise not be able to afford or access.

In developed markets, while DCB can provide a smooth and rapid payment option for online purchases, particularly for microtransactions and subscriptions, a substantial number of consumers still prefer paying through credit cards or bank-to-bank payments. This preference persists despite the high penetration and usage of mobile devices.

How do you balance payment flows, operator relationships, and customer satisfaction?

While there’s no universal solution, one key strategy we employ involves adopting a unified user journey experience for payment flows across all operators, maintaining a consistently optimised checkout process.

To foster trust with operators and nurture strong relationships, we prioritise compliance with regulatory and marketing standards. We’ve implemented a third-party anti-fraud cybersecurity solution for DCB within our digital marketing framework. Additionally, we’ve developed an in-house AIpowered compliance toolkit for marketing, safeguarding banners, and landing pages to prevent misleading information.

Which specific VAS verticals are you expecting to have a great year and why?

Gaming has emerged not just as a popular pastime, but also as a highly profitable sector within VAS. Moreover, the rise of esports platforms featuring tutorial videos has garnered significant attention, fostering robust engagement, notably within online gaming communities, particularly on platforms like YouTube.

Do you see affiliate marketing being a primary, trusted channel for Telemedia propositions or do you think alternative routes to market will become more popular?

I believe affiliate marketing can no longer serve as a primary, trusted channel, especially for DCB services. Over recent years, it has gained a negative reputation due to misleading practices and auto-subscriptions, resulting in damage across multiple markets. Consequently, operators have taken stringent measures, limiting advertising exclusively to social media and Google platforms, while imposing additional monitoring tools. This effectively restricts the use of affiliate marketing.

As an Ads Technology provider, we’ve focused on sustaining our customers through campaigns that are not only cost-effective but also low-risk, utilizing diverse channels across social media and Google.