OTT IP Messaging: Operator Strategies for Over-the-Top Communication Global Telecom Insider/Vol. 4, No 4, Edition 10
Pyramid Research, Inc, October 2012, Pages: 43
Third-party over-the-top (OTT) communication services (messaging and voice) such as WhatsApp and Skype are popular – and proliferating, especially in emerging markets. The advantage of OTT over operator services is that it is perceived as free, though a data connection is needed to access the Internet. Customers like them, but these services generate incremental traffic putting an additional strain on operators. Unless they block OTT communication, operators have to handle these services.
What is worse for operators is that they do not have a direct relationship with OTT users, and as such they are effectively cut out the value chain. While the Rich Communication Suite–enhanced (RCSe) is emerging as the industry-wide standard for IP mobile communication, it's not ready yet, and operators need interim strategies to combat third-party OTT services. But what are the best strategies?
The main focus of this report is on mobile IP messaging. We examine the significance of OTT communication (voice and messaging), and more specifically the impact of OTT messaging, and take a closer look at six different strategies that operators are currently using to respond to the threat posed by OTT. The report presents case studies from SingTel, Claro, Orange, Telefonica, T-Mobile, Vodafone and Three and examines how these different operators are approaching OTT communication. We conclude with some recommendations for operators as they rethink and refine their strategies.
Published monthly for each of the world's most dynamic regions, Telecom Insiders are packed with trend analysis, industry best practices, market sizing and forecasting, competitor analysis, and case studies, providing you information you can leverage to make better business decisions.
1. Introduction
2. OTT Communication Strategies
3. Market Detail: Case Studies
4. Conclusions: Key Findings and Recommendations
While operators are launching their own over-the-top (OTT) apps and services, they should also find mutually beneficial ways, such as revenue-sharing models, to partner with third-party OTTs. This is one of six operator strategies covered in detail in a new report from Pyramid Research.
Part of Pyramid's Telecom Insider series, this new 43-slide PowerPoint Presentation OTT IP Messaging: Operator Strategies for Over-the-Top Communication focuses on mobile IP messaging. Pyramid Research examines the significance of OTT communication (voice and messaging), and more specifically the impact of OTT messaging, and take a closer look at six different strategies that operators are currently using to respond to the threat posed by OTT. The report presents case studies from SingTel, Claro, Orange, Telefonica, T-Mobile, Vodafone and Three and examines how these different operators are approaching OTT communication. Pyramid concludes with some recommendations for operators as they rethink and refine their strategies.
“For operators, partnering with OTTs provides an opportunity to increase both the range of services offered and the number of potentially billable events by OTT users,” says Pyramid Research Analyst Daniele Tricarico Retail is another key operator asset that OTT providers do not have. “Partnering with operators allows OTT players to extend their reach from the online world to the ‘real' world of brick-and-mortar shops. Some OTTs can also be positioned by operators as alternative roaming solutions,” he adds.
- SingTel
- Claro
- Orange
- Telefonica
- T-Mobile
- Vodafone
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