What does your company do?
In an era where digital experiences drive engagement, Sam Media stands at the forefront of next-generation content, immersive entertainment, and seamless mobile commerce. Headquartered in Amsterdam, we specialize in value-added services (VAS) that connect millions of users worldwide to cutting-edge digital experiences, from AI-powered learning platforms to extended reality (XR) entertainment.
Our expertise lies in monetising digital content, leveraging carrier billing, alternative payment solutions, and smart distribution channels to create frictionless transactions in emerging and mature markets alike. We bridge the gap between premium content and global accessibility, ensuring that users everywhere can access high-quality, engaging, and interactive digital services—with just a few taps on their mobile devices.
From SingSpace, a metaverse karaoke experience, to BeyondVR and XR Academy, which bring education and entertainment into extended reality, Sam Media is pioneering the future of mobile-first engagement. With a focus on innovation, user experience, and strategic partnerships with telecom operators, we are reshaping how digital services are consumed, paid for, and enjoyed worldwide.
At Sam Media, we don’t just create digital content—we redefine how the world experiences it.
What sectors does your business operate in?
- Payments
- Value added services
- Content
- Marketing
Which countries or regions do you feel represent the greatest opportunity for your telemedia services in 2025 and why?
As mobile-first economies continue to reshape digital consumption, the demand for seamless, engaging, and frictionless telemedia services is accelerating worldwide. In 2025, the greatest opportunities lie in regions where mobile penetration is soaring, digital payments are evolving, and consumers are hungry for premium content. At Sam Media, we see Southeast Asia, the Middle East & Africa, and Latin America as high-growth markets for our AI-powered content, XR entertainment, and mobile payment solutions.
Southeast Asia: A Super App Revolution
Middle East & Africa: The rise of digital inclusion
Latin America: The subscription economy boom
Which specific VAS verticals are you expecting to have a great year and why?
As mobile value-added services (VAS) continue to evolve, 2025 is set to be a defining year for next-generation digital content, frictionless payments, and AI-driven experiences. The most promising verticals will be those that seamlessly integrate with users’ daily digital habits, leverage alternative payment models, and enhance engagement through personalization and interactivity.
At Sam Media, we’re seeing rapid momentum in several key VAS categories that are set to thrive in the coming year: AI-Powered Edutainment, Extended Reality (XR) Entertainment and Mobile Wellness & Mindfulness.
How might you answer that same question in five years time?
Fast-forward five years and the VAS landscape will be unrecognizable from what we see today. AI, extended reality, quantum computing, and next-gen mobile payments will redefine how consumers engage with digital content. The mobile-first experience will evolve into a fully immersive, hyper-personalized ecosystem, driven by advancements in 5G, 6G, blockchain, and decentralized finance (DeFi).
By 2030, the most successful VAS verticals will be those that seamlessly integrate into users’ daily lives, enhancing productivity, entertainment, education, and well-being.
What’s the most effective business model for an mVAS customer acquisition?
There is no one-size-fits-all approach to mobile value-added services (mVAS) customer acquisition. The most effective model depends on multiple factors, including carrier dynamics, market maturity, user behavior, and payment infrastructure. Even within the same country, user preferences can vary significantly from one carrier to another, requiring tailored strategies to maximize engagement and conversions.
However, successful mVAS acquisition models often share these key elements like: Performance-Based Marketing & Data-Driven Targeting, Carrier Billing & Frictionless Onboarding, Super Bundling & Cross-Promotion, and Localised Strategies Per Carrier & Market.
A winning mVAS acquisition strategy blends multiple models to create a seamless, engaging, and conversion-driven experience. The key is to stay agile, data-driven, and adaptive—constantly testing and optimizing across different carriers, regions, and acquisition channels to maximize ROI.
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)?
The next 12 months will be pivotal for mobile commerce, value-added services, and mobile payments, driven by AI-driven personalization, carrier billing advancements, AI and machine learning will redefine how consumers interact with VAS and mobile payments. Expect hyper-personalized content, predictive purchasing behaviours, and AI-driven marketing automation that enhances conversion rates and customer engagement. AI-powered chatbots and voice commerce will also streamline mobile transactions, making purchases more intuitive than ever.
Direct Carrier Billing (DCB) will continue its rapid expansion, particularly in emerging markets where credit card penetration is low. With telcos integrating e-wallets, crypto, and embedded finance solutions, frictionless and one-tap payments will become the norm, fueling the growth of subscription-based services, super apps, and content bundling strategies.
The rollout of 5G networks will enhance the mobile payment experience with faster transaction speeds and reduced latency, enabling seamless real-time payments, immersive VAS experiences (such as cloud gaming and XR-based commerce), and richer mobile marketing engagement through high-definition, interactive ads.
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 most powerful lessons I’ve carried through my life in business didn’t come from boardrooms or industry mentors—they came from my mother and my son.
From my mother, I learned the unwavering strength of resilience. She always told me, “No matter how many times you fall, always stand back up and try again.” In business, as in life, setbacks are inevitable. But true success isn’t measured by how often you avoid failure—it’s defined by how you rise after each fall. That mindset has been my anchor in the face of uncertainty, helping me push forward when the odds seemed stacked against me.
From my son, I’ve learned to see the world through a lens of endless possibility. Where adults see obstacles, children see opportunities waiting to be explored. His fearless curiosity reminds me daily that true innovation thrives when we embrace the unknown rather than retreat from it. He has taught me to approach challenges not with hesitation, but with the excitement of ‘what if?’—to dare, to dream, and to push boundaries without fear.
Like the bumblebee that defies the laws of aviation—flying simply because it doesn’t know it can’t—I’ve learned that sometimes, the greatest breakthroughs come when we refuse to accept limitations as absolute.
These two perspectives—resilience and fearless optimism—have shaped not just my career, but my approach to life itself. And for that, I am endlessly grateful.
