AWE18 The VAS-aggregator-affiliate value chain explained

My name is Mohammed, I'm the Head of Carrier and Business Development at Message Cloud We deal, we're an 1 aggregator we have direct connections with the networks, 40, so far, across the globe and we provide services for VAS providers, for mobile billing through SMS DCB and flows like PSMS and click flows

Due to our connections with the MNO's what we tend to have are VAS providers and because we're heavily focusing on Europe, these VAS providers have various content offers and they use affiliate marketing to drive the end-user to subscribe to the content services Along the supply chain, we're we are the ones who afford for the VAS providers who were to bill the end consumer So the affiliate drives the traffic for the content service and we provide the billing service link to that In terms of the use of affiliate marketing it has grown extensively over the last five to ten years and the advantage of it is obviously because it's performance-based it weeds out low-performing options for those that use it, it also offers a greater degree of third-party validation so for example when our VAS providers want to go into a new country they already have a marketing base there with affiliates that are already there performing and it gives them a greater scope to enter those markets It's cost-effective because it's based on a performance-based model if they don't give you the conversions you don't have to pay for them outside of that it's there's an ability with affiliate market to build a scale the traffic which allows for our partners to enter a geo and to be able to hit the ground running

The focus on mobile and responsive websites has taken you know a huge step forward you know the challenges in terms of the rises in automation and bots etc in terms of rogue affiliates those are the type of challenges that are that we can see that are being faced and also some of the big players are entering into the market as well so in terms of that the level the playing field isn't always as as as we'd like and you also have the problems that are caused by affiliate marketing because it's not really centralized and it's not regulated in a sense but it also leaves way for rogue affiliates to enter the market but having said this I mean affiliate marketing is dynamic and resilient and we honestly believe that it runs parallel and it's it's a very important element to the service that we provide along the supply chain I don't think is going to change drastically, in all honesty, I think it's not going anywhere those who have been successful at it have worked on the model that they find what a consumer may want and then they market and direct the traffic towards that cliche as it may sound, I don't think it's really going to be going anywhere I mean and I also believe that the focus in the market is changing I mean Europe is a market that we see as continuing you know set trends with the introduction especially of 5G, and the advancements and opportunities of this will be immense so I think it's not really going anywhere but I also think that there will be a filtering out so only the best will remain and which will be good for the market as well

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