Dion Price is CEO of Trustonic, the UK-headquartered company whose device-locking software lets carriers, retailers and financiers sell smartphones on instalments to customers who could not otherwise afford them.
Formed in 2012 as a joint venture between ARM, Gemalto and G&D and now backed by EMK Capital, the company says its platform has protected more than 350 million devices.
In March 2026 it published research with Mobile World Live at MWC Barcelona in which 48 per cent of the operators, financiers and retailers surveyed named better customer retention as the main benefit of device financing. He tells Business Matters why overlooked value appeals to him, and why two out of three is a trap.
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