Mohamad Al dayhani, is the VP of Ali Bin Aadi group and CEO of Idex Telecom, a telecom company based in KSA, Master aggregator and aggregator in many telcos in GCC and Arab countries. The company provides VAS, DCB, PSMS and payment gateway services.
Why have you decided to take a booth at World Telemedia for the first time?
We were always present at Telemedia, but we were previously represented by a partner. This year, for more credibility and transparency, we decided to exhibit under the name of “Idex Telecom”
What sectors does your business operate in?
- Mobile gaming
- Music and video streaming
- News
- RBT
- Parking
- OTT platforms
Which countries or regions do you feel represent the greatest opportunity for your telemedia services in 2025 and why?
Since we are based in KSA, which has the largest mobile operators in the Middle East, the Middle East and Africa region are among our top priorities, particularly the Gulf region, in addition to Egypt, Iraq and Syria.
Which content and/or applications do you see being the most likely to benefit from Telemedia billing technologies?
Telemedia billing technologies are best suited to digital content and services that rely on middle to low value transactions and smooth billing (digital content and subscriptions, gaming and entertainment), since what matters most is speed, convenience, trust and reach.
How do you balance payment flows, operator relationships and customer satisfaction?
Transparency and credibility, we balance payment flows, operator relationships and customer satisfaction by ensuring financial transparency and advanced contribution, building trusted and credible partnerships, and keeping the customer experience at the center of every decision. When these priorities are aligned, long term values follow.
What are the key drivers and inhibitors for growth?
Growth is driven by our ability to execute consistently, scale intelligently and adapt faster than our environment changes.
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?
The biggest impact lies in carrier billing evolution, and wallet-based integrations. Enhancing direct carrier billing with greater flexibility, higher transaction limits, and better data transparency will preserve its relevance. Additionally, combining telemedia billing with mobile wallets enables broader market reach.
CONTENT & SERVICES
Which specific content and/or service verticals are you expecting to have a great year and why?
We expect growth in many segments this year. Entertainment services – video streaming, kids learning platforms, and gaming are expected to thrive due to increased demand; Educational and e-learning services, since customers those days are looking for affordable learning solutions.
VAS Fintech related solutions, such as micro payments and mobile wallets, are also expected to have a good share
How might you answer that same question in five years time?
Over the next five years, with the continued evolution and widespread adoption of 5G, we anticipate significant growth in AR/VR entertainment and gaming. AI will play a key role in enhancing VAS content, unlocking new and diverse monetisation opportunities across the sector.
In parallel, digital healthcare services are expected to experience substantial growth, driven by increasing public awareness of health and wellness, making the digitization of this sector increasingly prevalent in the near future.
What’s the most effective business model for telemedia content and service customer acquisition?
The most effective business model for telemedia content and service customer acquisition combines a subscription-based model with carrier billing integration. Subscription ensures predictable recurring revenue, while carrier billing simplifies payment and reduces friction, especially in emerging markets where credit card penetration is low
MARKETING
What do you see as the most effective channels for marketing in 2026 – for example Google ads, social media, AI discovery, messaging and rich business messaging, affiliate marketing etc… and how do you mix and match them?
In 2026, the most effective marketing mix for telemedia content and services will be centered on AI-driven discovery to deliver unique content and product recommendations to users. Advanced analytics, predictive targeting and recommendation engines will enable us to deliver the right content to the right user at the right moment, significantly improving conversions.
Acquisition on Google ads and social media platforms will remain essential. TikTok, Instagram and YouTube are the most common advertising social media channels. LinkedIn will continue to be a strategic channel for building B2B relationships
What impact is AI going to have on marketing telemedia services in 2026 and beyond – and on your marketing/engagement strategy in particular?
AI will fundamentally elevate the marketing experience in 2026. From analysing behaviour to data, this will lead to delivering personalised and highly relevant content in real time.
AI driven automation will optimize campaign performance thus reducing acquisition costs and improving ROI.
What’s the secret to optimising engagement, sales revenues and retention?
The secret to optimizing engagement, sales revenues and retention is easy: keep it simple, personal and updated with new content, features and rewards that make it appealing to the end user
CYBER SECURITY
What do you consider to be the main cyber security and fraud threats to your sector?
The main cyber security and fraud threats include:
- Payment Fraud (unauthorised transactions through DCB)
- Content piracy
- Attacks targeting APIs, apps and subscription flows
Is the industry doing enough to combat fraud and tackle cyber security?
The industry has made progress in reducing fraud and improving cybersecurity, but there’s still room for improvement.
What action has your business taken to maintain / improve consumer / partner trust?
Transparency, communication, 24/7 support are key factors in maintaining customer relationships and trust
MESSAGING
Is SMS future proof, or are OTTs like WhatsApp and iMessage going to take over?
SMS will not disappear, it will remain relevant for legal or commercial communications, for OTPs, transactional notifications. But its growth is declining dramatically as OTT platforms are rapidly taking over due to richer features and lower costs.
How big a problem is AIT (artificial inflation of traffic) to growing/sustaining SMS?
AIT is a major threat to growing/sustaining SMS; it artificially boosts volumes through fraudulent traffic, thus causing huge cost increase and low SMS Trust.
How important is RCS going to be to messaging and engagement and do you plan to use/offer it – and if so, how?
RCS is going to be very important to messaging and engagement since they offer a wide range of features (read receipts, typing indicators, video/picture sharing). Yes, we plan to use it by integrating it into business messages, authentication and conversations.
Do you consider yourself a CPaaS (Communications Platform As A Service) provider or any other variant of the “XXaaS” service provider model?
We position ourselves closer to a CPaaS provider—but not in the traditional sense. While CPaaS is a core component of our model, our focus is on end-to-end value creation, integrating infrastructure, intelligence, and enterprise solutions rather than simply providing messaging pipes.
What are the biggest challenges of offering CPaaS?
The biggest challenges of offering CPaaS are security threats, fraudulent activities, loss of revenue, constantly innovating
In the next 12 months what key technical developments or innovations do you feel will have the most positive impact on mCommerce (VAS / mobile payments / marketing)?
Over the next 12 months, advances in digital identity, real-time payments, and embedded finance will significantly reduce friction and improve trust in mobile transactions. At the same time, AI-driven personalisation and stronger mobile security will enhance user engagement and drive higher conversion and monetization across mCommerce, VAS, and mobile marketing.
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?
The best advice I ever received was from my first mentor, who told me: “Make decisions based on long‑term clarity, not short‑term comfort.” That mindset has guided me throughout my career—especially in moments where the harder choice was ultimately the right one.
