VIEWPOINT: João Carlos, Business Unit Director, Go4Mobility

What does you company do?

Go4Mobility is a trusted global provider of telecoms and digital services. 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 DCB and PSMS, streamlining the monetisation 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.

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.

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.

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 behaviour 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.

What’s the most effective business model for an mVAS customer acquisition strategy?

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, personalised 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.

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 utilising iframe security, to protect our users from potential threats. These measures are essential for ensuring a safe and reliable experience for our customers.

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)?

A critical focus will be on enhancing technical reliability through continuous testing, monitoring, and optimisation 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 optimise efficiency and build trust.