Rating: We grab some face-time with Morten Brøgger, CEO with MACH
Here at MACH Insights 2012, GoMobile News managed to grab some face-time with Morten Brøgger, CEO with MACH. The company is perhaps best known for its expertise in the field of ‘roaming’. However, MACH is mutating fast. “We have the delivery model of tomorrow,” Brøgger proudly boasted. “Our one-to-many delivery model provides economies of scale,” he added.Brøgger also explained why – if you look at the attendees list at this specialist cellular industry conference, there are attendees from all over the globe representing both small and large companies.
If any company knows how to dialogue with its customers, it is MACH and this conference is proof of that pudding.
One of the ways that MACH is branching out is in helping its customers (many of which are network operators) monetise data.
However, Brøgger explained that in order to be successful at increasing revenues from data, players need to follow a set path which ends up with fraud protection.
There’s no point in increasing sales if revenues are then lost. However, a key point on the path to increases revenues is optimising data, MACH believes.
The art is in giving customers what they want, not what you want them to purchase. As one speaker here put it – changing the vocabulary away from that of the operator to that of the customer.
So, instead of offering consumers a set bundle of megabytes of data, MACH customers can offer subscribers a flat rate of $2 per day for receiving emails while roaming.
The catch is that calculating how many megabytes an email will consume is a bit like guessing how long a piece of string is.
Which is where data optimisation comes in because if you compress data effectively, then the amount of megabytes consumed can fall dramatically.
Brøgger even explained why his company is moving away from selling actual software to its clients and more towards ‘managed services’.
One reason is that the IT departments of most operators are already overloaded with work whilst a managed service can be rolled out within a matter of weeks.
Another advantage is economies of scale. Small companies as well as large ones can buy into MACH’s ‘hub’ approach. And the best bit is that as more companies join in, then everyone benefits.
GoMobile News is now off to do a bit more networking which we’ve discovered is the art behind having a global reach.
Tony is currently Editor of GoMobile News. He has taken over this role from Bena Roberts. 
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