Lily Xenou is the founder of Mobivas, a local Greek Aggregator serving the territory for PSMS and DCB. She has been in the mobile industry since 2000 and has been fortunate to have in her portfolio the top players in the field. Here are her words of wisdom.
What does your company do?
Mobivas is a local aggregator based in Athens. We offer PSMS and DCB connectivity in the Greek Territory covering 100% of the Market.
What sectors does your business operate in?
- PSMS Payment
- Direct Carrier Billing Payment
- Value added services
Which countries or regions do you feel represent the greatest opportunity for your telemedia services in 2022?
We are targeting, monitoring, and offering the territory of Greece in full. Telemedia for us was always the hot place to be while it is uniquely targeting our clientele. I am happy to be present since the very first one!
To what extent has the pandemic affected your customer’s behaviour and have you been able to explore new opportunities as a result?
While PSMS and DCB payments are based on internet engagement and promotion we are fortunate to say that the pandemic has not affected the audience’s behaviour at all. Business was run as per usual whereas working from home was something that we adjusted to excellently quickly.
How do you balance payment flows, operator relationships and customer satisfaction?
Keeping those relationships balanced is a result of long-term engagement. By now I have been in the PSMS business since 2000 which gives us a big competitive advantage with regards to the local relationships we need to handle in Greece. Also, my personal engagement with customers for years have built the relevant trust needed to be able to operate remotely. You need to bear in mind that for all our international customers it sounds “all Greek to them”!
What are the key drivers and inhibitors for growth?
In my experience growth can be achieved while you are in full collaboration with your business environment. Meaning aligned with the Mobile Network Operators and equally importantly with the Regulatory Body. If a country is balanced then growth is for sure to materialize. Greece is now after the recent elections of June 2023 entering into a continuous growing phase. We are very confident and looking forward to the future ready to welcome innovation.
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 for all us in the Mobile Payment Business the elephant in the room. In my experience in so many years it has been the key parameter of growth and pain while I am still considering it a black box (which to a certain extent it is). For me if affiliate marketers do not come into a close cooperation with the Aggregator, it might be that their role will become obsolete. In many countries affiliation marketing has been banned because of their operational model while still I think there is a great room for progress there. I do welcome any affiliate to sit on the table with us at the show so we can exchange fruitful and long term operating strategies.
What are they likely to be?
Google marketing and social media content has already started taking a big portion of the Marketing expenditure already.
Is the industry doing enough to combat fraud and tackle cyber security?
It is true that fraud is on of the elements that each of us has been called upon to resolve on several occasions. I think the last years we have been fortunate to have companies that have addressed this matter and have offered solutions to our Partners while systems continue to evolve and mature. It will be an ongoing process in the business.
What action has your business taken to maintain / improve consumer / partner trust?
Several customers of ours while operating in several territories have already embedded antifraud solutions from our echo system. Mobivas has taken the initiative last year to cooperate with one of them with regards to a general monitoring of the Country. We have decided strategically to undertake this cost solely on our own trying to keep a balance not only across our customers but also the rest of the players that operate in Greece. I think we are doing an excellent job while, as I quoted above, this will be an ongoing evolving process.
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?
My father used to tell me when I was young that in business it will be hard to find people to work with that share common sense. In the beginning I couldn’t quite get my mind around what he meant. Throughout the years though I dearly understood how difficult it was to identify this “common sense”. Once though you get there you hold on to these people building up a wonderful business/friendly relationship which makes your daily life a true pleasure.
I am sure that everyone can relate to this.