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MEET THE PEOPLE Kristina Nevorotova, key account manager, Golden Goose

By 20 February 2024No Comments

What does your company do?

Golden Goose is a CPA-platform with a global reach, strategically crafted to monetise the traffic generated by participants in the mVAS market worldwide. With over 16 years of specialization in mobile content offers, Golden Goose boasts extensive experience in both the development and support of its own mVAS services across various topics in Russia and the CIS countries since 2005.

In 2016, Golden Goose expanded its footprint to become a prominent global mobile CPA network and official authorized agents for promoting entertainment services offered by mobile telecom operators in over 40 countries across the globe.

Notably, Golden Goose became a member of the Wireless Application Service Providers’ Association (WASPA) in South Africa last year.

What is your role at the company?

I oversee advertising accounts.

Which countries or regions do you feel represent the greatest opportunity for mVAS in 2024?

In 2024, I see opportunities for mVAS in various countries and regions, especially in opening up new carriers – not just the ones we used to see in these markets. Emerging markets in Africa, Southeast Asia and South America stand out as promising landscapes, driven by the growing mobile connectivity, rising middle class, and increased smartphone penetration. These regions present a fertile ground for mVAS to thrive, providing diverse and inclusive services.

Additionally, the Asia-Pacific region, including countries such as India, China and Southeast Asian nations, continue to undergo rapid digital transformation. With their large and tech-savvy populations, these areas offer significant potential for mVAS adoption, especially in mobile entertainment, education, and financial services.

The Middle East and North Africa (MENA) region, with countries like the United Arab Emirates and Saudi Arabia, is also witnessing substantial growth in mobile technology adoption, opening doors for mVAS in areas like mobile payments and entertainment.

Overall, partnerships with telecom operators globally can unlock avenues for mVAS, ensuring a broad reach and collaborative growth. The key is to stay adaptable and responsive to the evolving dynamics in these diverse markets.

Do you think that Direct Carrier Billing can become mainstream and in which markets?

Absolutely! Direct Carrier Billing (DCB) has the potential to become mainstream, and it’s not limited to specific markets. Picture this – in emerging markets like Africa, Southeast Asia and South America, where traditional banking may pose challenges, DCB could be the go-to choice. The simplicity of charging digital purchases directly to your mobile account resonates well in these regions.

But hold on, DCB isn’t just for emerging markets. It can also make waves in developed regions, especially in industries like mobile gaming and digital content subscriptions. Imagine a world where making in-app purchases or subscribing to your favourite streaming service is as easy as a tap on your mobile screen – that’s the DCB magic.

So, whether you’re in the buzzing markets of Asia-Pacific or the tech-savvy landscapes of Europe, DCB could seamlessly fit into the digital ecosystem. The key is adapting to consumer preferences and ensuring a smooth, secure experience. The future looks pretty exciting for DCB, don’t you think?

Which specific VAS verticals are you expecting to have a great year and why?

I’m quite optimistic about the Mobile Entertainment sector having a stellar year. Streaming services, gaming, and interactive content have been on a roll, and with our increasing thirst for diverse and engaging entertainment on mobile devices, it’s set to soar even higher.

Health and Wellness in the mVAS realm is another one to watch. Fitness apps, wellness programs, and health services are gaining traction, and the convenience of accessing health-related content on our mobiles is becoming a game-changer.

Mobile Financial Services are riding the wave of popularity, too. Mobile payments, banking, and financial wizardry are the new cool, offering unparalleled convenience.

Let’s not forget Education and E-Learning. As we continue our digital journey, mobile education is becoming a powerhouse, especially with the ongoing demand for remote learning options.

And oh, the Augmented Reality (AR) and Virtual Reality (VR) experiences! Get ready for a tech-savvy revolution in gaming, retail, and virtual events. It’s going to be a blast!

Personalised and AI-Driven Experiences will also have their moment in the spotlight. Services that tailor experiences based on individual preferences are likely to make waves.

Exciting times ahead, right? Let’s see where these trends take us!

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?

On a personal level, the most inspiring advice that shaped my business journey is the simple yet powerful mantra: “Don’t rush.” Shared by a seasoned mentor, it underscores the significance of patience, strategic decision-making, and letting processes unfold organically. In the dynamic business landscape, it serves as a constant reminder to approach challenges thoughtfully, acknowledging that success often requires time and deliberate actions.

>>> Make sure you meet Kristina Nevorotova  at 8.1LIVE Barcelona on Table 22.