To inform you continuously on the Premium Rate Number Market, its perspectives, trends and outlooks we are inventing a new feature on our website: KWAK INSIGHTS.
Issue No. 1 will be an interview with KWAK‘s Chief Executive Josef Bruckschloegl on market turmoil in 2013, false friends in PRN and KWAK‘s view on the PRN market 2014.
The PRN market saw turbulent times in 2013. Some market players lost more than 40% of their volumes. Do we have to be concerned?
You‘d better be! 2013 was not just turbulence but turmoil. I remember World Telemedia in Amsterdam where I heard horrible stories about decline and immense frauds and chargebacks. I heard about liquidity issues and a lot of known faces where missing.
How about KWAK in 2013? Did you also lose volume?
Yes, we did. But fortunately less than most others! And we had hardly any fraud! So at the end it was not a record year, but a very good one.
You mention fraud! What are the biggest risks at the moment?
There are plenty of people in the market who lost money last year. They were cheated or hadn‘t successful campaigns or whatever. Now a lot of them are eager to earn the loss back quickly and taking more than healthy risk.
What‘s your analysis on Premium Rate Markets in 2014? Will it get worse?
No I don‘t think so. There will be some further market consolidation and I am sure at the end of the day some players will be disappeared. But at the end of the day we‘ll see more traffic and cleaner traffic this year. The market becomes more professional.
Can you explain „more professional“ to us?
That International PRN becomes adult. When I was hired by KWAK in 2009 there were a lot of Cowboys in the market. Guys who where out for the quick shot. Meanwhile we are dealing with the hugest telcos in the world. A valuable part of telecom and media economy. And out of this the professional standards of the PRN industry are developing rapidly.
What is the role of KWAK in this development?
We are the spearhead of this development. We are the ones who continuously push the standards. We were the first who managed to pay in time like a Swiss watch. We were the first who brought Access Lists to the market, we set the standard for a modern Client Portal, we launched the first Access Tracking App globally and we still have a bunch of ideas how to carry this industry into an awesome future.
Not very devote but definitely self-confident.
It‘s neither my profession nor KWAK‘s role in the market being devote. And it‘s the feedback of our customers and partners that keeps us confident.
What is this feedback? Why do you think you serve customers and partners better than others do?
Cause we say what we do and do what we say! You have so many false friends in this industry that trust and reliability is the only asset you really can count on.