Marco Priewe has been the Managing Director of InternetQ in Germany for 22 years – and in that time has seen the telemedia, mVAS and DCB landscape change radically.
What does your company do?
For three decades, since 1995 to be precise, InternetQ GmbH’s product portfolio has been constantly evolving, with a consistent focus on telecommunications services. We are regulated payment institution by German BaFin, offering an extensive payment portfolio, including mobile phone billing (direct carrier billing) under the Kanzaroo brand, other payment methods such as SEPA ICT, SEPA Debit and cash payments, as well as the KYC Match identification solution in various product variants. Thanks to BaFin approval, InternetQ is able to bill non-digital goods outside the scope of the ZAG exemption, even beyond the ZAG threshold of EUR 50 per transaction.
What sectors does your business operate in?
Our main focus is on payments and compliance solutions (user & age identification services) for value-added services and traditional e-commerce merchants. Our payment portfolio as licensed payment institution consists of DCB, SEPA transfer & SEPA debit and cash payments.
Which countries or regions do you feel represent the greatest opportunity for your telemedia services in 2025 and why?
Our services are primarily offered in the EU, with Germany being the largest market in the region.
Which content and/or applications do you see being the most likely to benefit from Telemedia billing technologies?
DCB is a very intuitive payment method that can be interesting for basically any industry. In addition to the sectors mentioned above, we also see immense growth potential in the areas of iGaming (sports betting and online casino) as well as e-mobility, ride share / cab services, and traditional e-commerce.
How do you balance payment flows, operator relationships and customer satisfaction?
Customer orientation and satisfaction always comes first. We provide a dedicated account and project manager for all of our clients, no matter which company size. Together we analyse needs, opportunities and challenges and identify the best solution for each and every service and product.
The payment flows have to be as smooth and simple that best conversion rates can be reached. Out of our 30 years of experience in this sector, we definitely know which flows work best in which markets.
Our operator relationship is based on long lasting partnerships, which is essential for fast service approvals. We support direct MNO contact for interesting services with individual terms & conditions, and even mutual marketing campaigns. For this it is important, that the users get a real value for the money they paid – user satisfaction is key to success!
You can only be successful with a good balance within this triangle of payment flows, operator relationships and customer satisfaction.
What are the key drivers and inhibitors for growth?
Many factors influence growth, innovative services and customer satisfaction through services and products that offer a great value for the price paid, are key drivers for growth. Besides state-of-the-art technology and user orientation, stable regulation plays an important role, too. We have seen markets collapsing over the years because of inefficient regulation and greed for profits. Growth can be hindered by market instability, complex payment flows, and resistance to adopt to a rapidly developing environment.
What major factors do you think will impact the future development of mobile payments and which other payment options represent the biggest opportunity for telemedia?
There is a growing trend away from cash payments toward simple and convenient digital payment methods. DCB is unbeatable in this regard, as no other payment method offers mobile users such a simple payment flow that allows them to pay without entering any personal data – just by a single click to complete the purchase. This is true even in countries such as Germany, where cash payments have traditionally been very important. This is also favoured by the growing trend toward mobile services and mobile availability. The smartphone—the basis for the simplest DCB payment flows—is now our constant companion and has left all other media far behind. As a result, DCB is not only popular in countries with low banking density, but also in highly industrialized countries with a well-developed banking landscape—this is where the real DCB revolution is taking place.
Which specific VAS verticals are you expecting to have a great year and why?
We see that iGaming services such as sports betting and online casino seem to be the next big thing in the VAS market. AI-powered services are exciting too, but the service quality of most of the AI based services is still not where it could be. This will probably take a few more years to really hit the market. And then there non digital services that are also waiting to get connected through DCB payments, such as ride services, insurance, e-mobility, e-commerce and many more.
How might you answer that same question in five years time?
I would guess that in five years we will have a bouquet of well-developed AI based services that will make our every days live much more convenient.
What’s the most effective business model for an mVAS customer acquisition?
There is no universal business model for acquiring mVAS customers, as the approach largely depends on the type of service, the content offered, the price model, and the target audience. Through our network of sister companies, we assist mobile app publishers in acquiring users for their apps through our performance marketing agency SpinX.
In the next 12 months what key technical developments or innovations do you feel will have the most positive impact on telemedia commerce?
The most impactful technical innovations I would predict for mCommerce over the next 12 months include advanced AI for personalisation and security, the growth of contactless and voice-enabled payment solutions, social commerce integration, and immersive AR/VR experiences.
AI-powered personalisation will enhance shopping experiences with tailored recommendations and offers. AI-driven systems are making payment flows smoother, more secure, and better at fraud detection. Machine learning will optimize mobile marketing and enable real-time, data-centric campaigns in VAS.
Contactless payments using NFC, QR codes, and tap-to-pay technology will continue to become standard, offering speed and security. Digital wallets and cryptocurrency integration on mobile platforms will provide greater flexibility and financial inclusion.
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?
Always be yourself and don’t pretend to be something you are not.
Catch up with InternetQ at World Telemedia Marbella 5-7 October
