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Telemedia Viewpoint

MEET THE PEOPLE Declan Pettit, MCP Insight

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Declan is a Founder/Director of MCP Insight Ltd, a compliance monitoring and fraud detection solution provider. He has specialised in the technology sector for the past 20-plus years and his areas of expertise include Internet Compliance, Mobile Payment Solutions, Mobile apps/Wireless messaging solutions.

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Who are you and what is your current role?
Founder and Commercial Director of MCP Insight, a compliance monitoring and fraud detection solutions provider.

Which countries or regions do you feel represent the greatest opportunity for telemedia services?
Middle East carriers remains receptive to quality content and are increasingly reverting back to click flows provided proper monitoring is in place to avoid the fraudsters. North Africa is beginning to look interesting but with some health warnings; fraud is rife and some carriers are overreacting – again proper defence mechanisms can reduce risks here.

Which content and/or applications do you see being the most likely to benefit from telemedia billing and/or marketing technologies?
One of our products (TRENDS) provides day to day analysis on what’s selling well across our 30 + live territories. The simple answer is content preferences vary between territories but generally best sellers currently are GAMES, CHAT/DATING (incl. ADULT) and LIFE STYLE (mainly health). Going forward, its more about where content/apps will best monetised via carrier billing; the unbanked geos.

Do you think that Direct Carrier Billing (DCB) can become mainstream and in which markets?
It depends on the territory but it is happening slowly. There is a definite move to Division 1 players (large brands) getting directly connected with 1-2 click flows to carriers and Division 2 (the traditional CSPs) who are still required to bill with SMS via Aggregators. Of course, there are hybrid examples everywhere depending upon local conditions. But we are seeing DCB spring up in all regions of the world.

What are the key drivers and inhibitors for growth?
Key Drivers: Carrier appetite to embrace frictionless flows provided traffic is safe and consented.

Inhibitors: Small % of rogue CSPs, fraudulent affiliates, unlevel billing terrain (see point 4), free on-line content, Google/Facebook advertising monopoly.

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?
Affiliate marketing is much maligned which is only partially justified. There will always be some bad actors. And we see some very clever hacks daily. Knee jerk, short-term, autonomous carrier penalties can only go so far. A more holistic approach by Industry to handling Affiliates is essential.

What are they likely to be?
Monitoring systems like MCP’s help but closing the window on nefarious advertising practices needs a united (all value chain players on a world-wide basis) and concerted response from Industry. And patience. Only then will Affiliates be trusted as an industry again. Introducing some form of Trusted Flow Certification system will help; where all traffic (and players) are continually rated – where the highest rating operates on the best flow.

How likely is it that crypto currencies will become popular telemedia/mobile payment mechanisms for premium content, services and applications?
I think we have enough issues with mobile payments! Anyway, price points are too low to be worthwhile.

Your words of wisdom: On a more personal level, what is the most inspiring piece of advice that has seen you through a life in business to this day and who gave that advice to you?
Success in business is part luck. Luck involves timing. Right timing requires consistency.

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