Juan Jose de la Torre, VP of strategy and corporate development at Intigral says that the digital content market is booming.
CommsMEA How is the content for operators industry right now?
There has never been a better time for content than now, for a number of reasons. Technology is finally compelling and there are so many devices that can be used. Smartphone penetration is reaching almost 75% in developed markets. In the region we are increasing at a CAGR of nearly 10-20%, depending on the country, year-on-year. This is really amazing! Intigral plays a key role in localising these digital experiences. On the operators side they really need to put some meaning to the value that they are offering. It’s not enough to offer access, they need to bundle this access with some value added service.
CommsMEA What sort of growth do you forsee in the industry for the near future?
In terms of usage and consumption, it’s an amazing landscape for putting together digital value propositions, because the infrastructure is there. We will see a lot of usage in the government sector in the GCC, and more associated with smartphones and multi-screens. We feel the convergence of multi-screens is going to pick up very quickly. The adoption of BlackBerry services and the consumption of digital services in the ME, is really at the top of the evolution curve. In terms of revenue it’s more challenging, because monetising all of these new digital experiences is very challenging for the entire ecosystem at this time.
CommsMEA What type of content accounts for the biggest proportion of the business?
The content that is relevant to a particular country like localised news, Islamic content that is relevant to certain countries or sport that is relevant to a country. The more you are willing to adapt and localise this content, the more conversion rate you will have and that is how you will have value. There are companies that have very strong apps in the market that are very popular in the US, but those apps are not catching up in the Middle East, and the whole reason is lack of localisation, the lack of understanding how to adapt it to the local market and then make it relevant.
CommsMEA What operators do you work with in the region? Are you looking at growth opportunities across the MEA region?
In three years Intigral has already become the number one digital experience company in the MENA region and today we have some operations already in East Africa and North Africa but we really want to grow internationally and we will be really pushing in the next five years to get there. We currently work with many operators in the region, and are looking to expand our reach. Some of the operators we have a relationship with are Viva Bahrain, Viva Kuwait, Umniah, Sudatel, Omantel and STC.