Government, industry must address illegal sale of PayTV, GO’s chief commercial says

"There needs to be a consolidated effort from the State and industry to address the illegal sale of PayTV subscriptions based on pirated PayTV services from foreign operators.

"It not only is a deterrent for future investments in this sector but also a significant tax loss for the State," Yiannos Michaelides, Chief Commercial Officer at GO says.

Michaelides, a Greek-Cypriot, has over 20 years of international business experience in the telecoms and media sectors and held different management positions in Nortel Networks, the global telecoms solutions provider, including Director of corporate/business development and telecom providers such as DU in Dubai and Areeba in Cyprus, and EIT, the Telecoms & Media Investment arm of Dubai Holdings and the main shareholder of GO, currently holding the post  of CCO at GO.

In the local internet scene, GO has taken the lead in local mobile internet services after it unveiled the newly established download speed reaching 42Mbps.

Telecom is a tightly-regulated sector and it's no secret that GO is competing with an international giant. How is the CCO leading GO through such tough competition?

Michaelides says that "I have worked in many different markets and the formula is not that different.

"Irrespective of size, the company that better understands local consumer behaviour, the way consumers decide and their future needs, is best positioned to succeed. It is continuously striving in understanding while providing excellence in operations and innovation, that sets a company apart.

"International giants have failed to take leading positions in many markets across the globe due to their failure to adapt to the local needs and demands.

"GO has already taken the lead in the Maltese market and today we are the reference point.

"We are the only ones that can offer all services, fixed or mobile, from one network. The only provider to serve the customer with one voice and offering the most attractive value."

On comparing the Maltese market to other foreign markets the CCO has worked in, Michaelides says that "irrespective of size, the Maltese market is very competitive and presents similar challenges the same as many other larger ones. One needs to apply similar principles and strategies as one would apply in any other market.

"Market size however plays a key role in the importance of word of mouth and personal relationships especially in the business segment. My experience working in Cyprus, very similar to Malta, has taught me a few things about island telecoms.

"What I also realised is that the Maltese consumer is very demanding and is more open to providing feedback of their experience as a subscriber. This is music to the provider's ears as it enables true engagement with customers and allows a company to improve in its services."

And how is GO sharpening its position and strengthening its brand? The CCO says that "a brand is a promise, again and again and again! GO has proved that it can turn promises into experiences delivered to its customers.

"GO has been a key catalyst in the growth and development of essential and innovative services in the island - from telephony, be it fixed or mobile, to the internet and TV.

"We are bringing it all together for our customers, from revolutionary smartphones to next-generation TV services and sophisticated solutions for local and international businesses.

"Just last month we announced our lead in mobile internet and last December our lead in Premium Sports with our acquisition of the Champions League rights to add to the Premier League and Serie A.

"The company aims to keep connecting people in various ways. Our promise is to remain at the forefront - driving change, delivering the latest services, making them readily available in advance. So as the system is ready to cater for our customers' needs, prior to them conceptualising the new possibilities at hand."

Has the CCO seen a rise in customers with GO's TV packages offerings and does he view fixed line as a point of entry to homes or believes more in wireless and the mobile world?

He says that "the entry of GO in TV has been a great success story. I have to say that I have not seen so far an incumbent entering such a new and complex space and within only two years capturing more than 45% market share.

"GO has invested heavily in Premium Sports, Movies and Variety content and GO's customers have embraced this service.

"With the announcement of the acquisition of Champions League rights, this now makes GO the true Home of Premium Sports.

"The launch of our Interactive TV service was also a big leap ahead in this field and it brings a multitude of features and services, making the TV experience more engaging and entertaining.

"Home services will remain as important as mobile as by nature this is where we spend a considerable amount of time in our lives. The capabilities of the fixed network will remain superior for delivering the new entertainment and communications needs of the whole family while at home.

"Therefore, as I previously stressed, the company that can offer all services (mobile and fixed) in a seamless way in an attractive package, will have an edge. GO is leading this market and our HomePack product has proven this in the market."

Finally, how has the CCO seen the industry change since he started working in the industry?

"I vividly remember 20 years ago at the start of my career with Nortel working on a project were we announced the first mobile data connection in North America at 9.6 Kbps. Today we are capable of 42 Mbps, more than 4000 faster!

"We are witnessing a communications revolution. The leap of change in only the past 5 years has been phenomenal. Mobile internet traffic alone in 2011 was eight times larger than the total internet traffic in 2000. Geographical and social barriers are going down and this affecting the lives of each and every one of us," Michaelides says.

The full interview with Yiannos Michaelides will appear in the business pages of MaltaToday's Wednesday edition.