Nikita Ilin has been the technical director since the launch of Messaggio in 2016. Five years ago he headed MIXPLAT, a payment system that provides DCB, m-commerce and Internet acquiring in Russia and the CIS countries. He has a master’s degree in optical electronics. Likes hiking and snowboarding.
Who are you and what is your current role?
My name is Nikita Ilin. CTO of Messaggio, a company that is widely represented in the CIS, Eastern Europe and the Middle East. We provide a multichannel messaging platform, we provide businesses to send messages to Viber, WhatsApp, RCS and SMS to their customers. Our DCB department also creates payment solutions for social networks, charities and online services.
Which countries or regions do you feel represent the greatest opportunity for telemedia services?
Messaggio holds a leading position in the CIS and Eastern Europe in multichannel business messaging. Direct connections with operators in these countries allow us not only to provide SMS services to our customers, but also DCB payment solutions. Our experience allows us to launch individual DCB cases and form an integrated payment product.
Which content and/or applications do you see being the most likely to benefit from telemedia billing and/or marketing technologies?
With the expansion of the Internet, digital content is becoming more and more valuable to users. More and more virtual things people would like to consider their own and, accordingly, pay for it. Shopping in games and access to premium content, in my opinion, will be the main objects of marketing activity.
Do you think that Direct Carrier Billing can become mainstream and in which markets?
DCB is a widely known and well-developed payment method, based on which the complex payment products that telecom operators offer the market grow. Aggregators and service providers make it even more user-friendly for merchants and consumers. The potential of the technology, thanks to the existing developments in this area, can be revealed in emerging markets – to hold the leading position there for a long time.
What are the key drivers and inhibitors for growth?
The secret of success, in think, is the cross-integration of communication technologies with payment methods, including DCB. A payment instrument should be organically and natively implemented in the customer journey of a service that offers payment. DCB payments have always used the traditional channel of user interaction via SMS. However, for all the time, Viber, RCS and WhatsApp API appeared, which allow, including using Messaggio, to deliver content to the consumer and carry it out by the necessary steps for payment.
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 the best solution for rapid expansion into new markets and expanding marketing activity for brands. This is a great tool for solving such problems. The competition is the use of advertising on social networks, the tools and targeting algorithms of which provide more opportunities to control the progress of the campaign.
What are they likely to be?
Regardless of which of the ways the brand is advertised, through affiliate marketing or new advertising channels, the quality and relevance of the content remains paramount. One of the main tasks of a marketer is to offer a quality product or brand service in the context of user activity: whether it is a banner on a site, in-App Push in a mobile game or a delivered message in Viber or RCS. Professionals in their field use promotion channels not as a result of abstract comparison, but as suitable for solving a specific problem.
How likely is it that crypto currencies will become popular telemedia/mobile payment mechanisms for premium content, services and applications?
It will take many more years to create not only the technical, but financial and legal infrastructure for crypto payments to enter the lives of users. We at Messaggio are actively monitoring the development of the mobile payment market, however, we do not note the continued successful cases of implementing cryptocurrency settlements. We believe that the cryptocurrency market will continue to drive the development of fintech and related technologies.
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?
Perhaps I can say that it inspires the conquest of new challenges and excellent results feedback users of the product. The desire to offer the best product – a solution that helps people with their tasks, I would define as the main and most important goal of the business. This is the spirit of entrepreneurship, in my opinion.