October 9, 2012
Aggregators Begin to Reassert their Value through Local Knowledge
With the mobile ecosystem constantly undergoing redefinition and re-invention, there is some debate over the place of the aggregator in today’s mobile food chain. Rob Weisz, VP of Sales at Velti UK, pin points the areas that aggregators should be focusing on today to combat emerging threats in a changing mobile landscape in Mobile Marketing‘s September 2012 Issue, which you can download here.
Traditionally, the aggregator community has provided the critical connection between content providers and end users, handling core billing and content distribution. Their strength has been in offering a single means for publishers and media owners to reach multiple consumers across all operator networks.
BUT the rules of engagement are changing…
- Aggregators are being squeezed at both ends of the content cycle.
- Mobile operators are beginning to focus on direct payments on a global scale.
- Internet payment firms such as Paypal are now involved in mobile payments.
- Aggregators are being forced to reassert their relevance and value to the industry.
AND there are new opportunities for aggregators to show value!
- Local knowledge is king – The trick in mobile payments is about knowing your local markets really well.
- Velti UK is well-placed to advise partners and help operators differentiate their services.
- We need to think about diversifying our services.
- Data flowing through Velti’s gateway carries enormous value to everyone in the mobile food chain and should be considered as an asset.
- As aggregators, we should demonstrate how to leverage the huge volumes of transactional data we handle.
The perception of mobile data as a valued resource may require a significant shift in thinking for many aggregators, but it’s this ‘smarter thinking’ around the use of data that will be key to aggregator reinvention.
If you have any specific questions about Velti’s aggregator services, please contact Rob Weisz at email@example.com.