Think global… act global

The introduction by PhonePayPlus in the UK of a mandatory registration scheme across the whole value chain of PRS providers has had some interesting upshots. Not only has it made the system more fair for most of those involved in the industry, as well as protecting consumers to a new an unparalleled degree, but it has also thrown up some very interesting stats about the use of PRS and the location of PRS services.

Of the 4000 companies that registered as providers with PPP, 14% have their HQs located overseas, based in 75 countries, including Australia, Russia, China, India, Nigeria, Argentina, Spain, Germany and the USA.

The attractiveness of the UK PRS market for international providers and investment is underlined by research published in 2011 by PhonepayPlus that shows while the average global PRS revenue per capita (based on 20 bench-marked countries) was US$4.57, in the UK it is US$18.70.

In addition, PhonepayPlus’ annual market review, Current & Future Market for PRS 2011, shows that some providers are capitalising on the ‘borderless’ reach of global sites, such as Facebook, by facilitating mobile payments across a range of international markets. In addition, many UK mobile aggregators are now part of international consortia. 

And this is, in part, why this year’s WORLD TELEMEDIA event is being held in Marbella to not only showcase the international nature of the industry, but also to tap into the growing level of PRS expertise being run out of the Oligarch’s Playground – not to mention the rest of Europe.

Like the show, this issue of Telemedia magazine is also looking at the international market for PRS services and their impact on everything from m-commerce to regulation to the some of the new frauds that are being perpetrated thanks to an increasingly digitally connected and international user base.

And these are vitally important issues. While the ‘traditional’ PRS services of chat, dating, psychic, horoscope and so on are all doing OK – albeit in a somewhat plateaued graph – the new money is certainly in exploiting the burgeoning world of apps, m-commerce and digital media. And, to paraphrase the old Yorkshire adage, where there’s brass, there’s muck.

The world of apps and mobile downloads – not to mention social media – has brought with it not only a raft of new ways to connect consumers with content, services, goods and billing, but also new ways for old scams to be perpetrated.

These are detailed in our feature in this month’s magazine – and will be tackled too in the sessions at WORLD TELEMEDIA MARBELLA (17-19 October), along with how regulators need to look internationally and digitally simultaneously to really nip a while new breed of consumer harm in the bud.

And there is everything to play for. These services are no longer on the edge of consumer markets, but are deeply entrenched in Joe Public’s everyday digital live – and they are the stuff today of big brands. Scams and problems that dent consumer confidence in this broad spectrum of digital commerce is going to have dire consequences all round.

So join the debate and book your place at WORLD TELEMEDIAMARBELLA to learn about new services, new ways to make money – and how to make sure the business is sustainable.