Over-the-top (OTT) players, which offer apps and streaming content directly to consumers through the Internet, have increased their dominance, even in core communication services such as messaging and voice. As a result, many telecom carriers are facing significant decreases in their basic communication service revenues: drop-offs of as much as 30 percent in SMS messaging, 20 percent in international voice, and 15 percent in roaming. If you are a telecom executive at this critical juncture, you need to make two different moves at the same time. First, begin the task of modernizing operations. Second, redefine your strategic identity (your value proposition) for the future — specifically, what you can expect to offer customers five or 10 years from now.
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