Mobile portal voice over Internet protocol (VoIP) offered by third-party application-based providers pose a huge and direct challenge to the $692.6 billion global mobile voice market
Mobile carriers face the real prospect of losing a major slice of their voice traffic and revenue to new non-infrastructure players that use VoIP
“Ten years from now, more than half of mobile voice traffic will be carried end-to-end using VoIP”
Competing with mobile portal VoIP will be wireless carriers that offer circuit and VoIP voice and data services, and resellers and mobile virtual network operators (MVNOs) that also offer services off the carrier networks.
Gartner advises carriers to start thinking now about how the transition will occur and how they might cooperate and partner with other types of service providers.
Akshay Sharma, research director at Gartner.
The above analysis provides a major opportunity to create micro-marketing channels to target consumer groups within a mobile operator’s market place to reduce churn and importantly attract new users.
Eplixo offers a value added recurring communication product at low cost that has the potential to increase the average revenue per user (ARPU) on Data Tariff Plans as well as attract a higher volume of new users that can be targeted for additional premium service.
The market has been focusing on premium business and professional use for video conferencing and is missing out on a significantly underserved community of users who would welcome a lower cost option for a video conferencing service.
Opportunities with Video VoIP as marketing strategy
- A complementary product range to existing premium audio and video services
- A low-cost service that will entice new users to switch from other mobile operators
- A new user base to offer existing premium services to
- Reduction in churn of existing user base
- Evolving management of VoIP competition as 4G and WiMax emerge over the next 5 years
