Roxane Crettex leads Mobibase’s B2B international growth strategy, overseeing partnerships, content acquisition and the delivery of TV channels, videos, games, live sports and turnkey mobile services to partners across the globe.
What does you company, MOBIBASE in France, do?
Mobibase is a global content and mobile turnkey services provider. We supply premium and basic TV channels, videos, live sports, licensed games and turnkey services to operators and platforms worldwide.
Essentially, we enable media partners to deliver the right content to their audiences, which not only helps them attract and retain subscribers but also saves time by acting as a one-stop shop for a wide range of content at various price points.We also provide guidance and advice, helping our clients select the content best suited to their target audience, needs, budget, and market while also supporting them with end-to-end services—from licensing and content aggregation to technical delivery and final rollout.
What sectors does your business operate in?
- Content: premium and basic content with worldwide rights, across multiple platforms (mobile, OTT, satellite, inflight, broadcast, etc.)
- Turnkey mobile services: including AI-generated mini-dramas, live MMA events, and other ready-to-deploy offerings
Which countries or regions do you feel represent the greatest opportunity for your Telemedia services in 2025 and why?
For 2025, I see the strongest opportunities in emerging markets in Africa and parts of Southeast Asia (especially Vietnam, Philippines, Indonesia and Thailand), where mobile adoption is growing rapidly and demand for high-quality video content is rising.
These regions are particularly receptive to turnkey content and mobile services like the ones Mobibase provides. In the Middle East, while some countries are already mature markets, others like Oman and Jordan are seeing strong digital growth and present attractive opportunities for multi-language TV channels, VOD, and live sports content.
Western Europe remains a stable market, especially for niche channels and specialized content.
Which specific VAS verticals are you expecting to have a great year and why?
For 2025, I believe our turnkey mobile service featuring AI-generated mini-dramas has the greatest potential. Over the past few months, we’ve been creating these series in-house using our AI production studio, and we plan to intensify production throughout the year. The content is designed in a vertical format, TikTok-style, with episodes of around 1 minute each, and complete series totalling 10 to 15 minutes. This format is extremely trendy, highly engaging, and perfectly suited for mobile audiences, making it a very promising VAS vertical for the months and years ahead.
What’s the most effective business model for an mVAS customer acquisition?
One that maximises ease of access and engagement. Short-term subscriptions, free trials, or bite-sized premium content that users can immediately enjoy tend to drive the fastest adoption. The key is to offer highly engaging, mobile-friendly content, like our AI-generated mini-dramas, which naturally attract attention and encourage users to subscribe. The model also needs to be flexible and adaptable to different markets, for example by subtitling our AI series and, soon, dubbing them into multiple languages to reach diverse audiences worldwide.
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 year, I see AI-driven content creation and personalization as having the biggest impact on mCommerce, particularly in VAS and mobile marketing. For example, our AI-generated mini-dramas allow for highly engaging, mobile-first experiences that can be tailored to individual user preferences. Additionally, improvements in mobile payment technologies and seamless subscription integration will make it easier for users to access content, driving adoption and engagement. Enhanced analytics and real-time marketing tools will also allow operators and content providers to better understand user behaviour and optimize offerings.
Your words of wisdom: On a more personal level, what are the most inspiring pieces of advice that has seen you through a life in business to this day and who gave that advice to you?
- Build relationships first
“Focus on understanding people before anything else.” Early in my career at Elite Models, I learned that success isn’t just about deals, it’s about listening, adapting, and delivering real value. This principle still guides my leadership and business development at Mobibase.
- Embrace change and adapt
While working with my key contacts at Royal Canin, I learned: “Always be ready to adapt.” Markets evolve fast, and success comes from experimenting, innovating, and staying flexible—a mindset I use daily to drive growth and develop new content strategies.
- Take risks and learn fast
“Don’t be afraid to take risks and learn from failure.” At Mobibase, this mindset allowed me to step up from TV channel manager to content acquisition manager, taking on additional responsibilities when our previous content manager left. I was scared to fail but jumping in, learning on the job, and embracing mistakes helped me evolve quickly. Today, it drives how I explore AI-generated content, new formats, and international markets, keeping Mobibase ahead in a fast-changing media landscape.
