The focus on service innovation is intensifying among Mobile Network Operators (MNOs), and interestingly, for the first time, the push to find the next big thing to sell is being driven largely by competition from players outside the industry. Cable operators peddling data services, airlines providing inflight Wi-Fi, OTT players offering content and connectivity as in the case of Facebook and its FreeBasics, web-based communications solution providers offering voice and messaging over IP and a host of content providers bundling music, movies and real-time communications – are all part of the new players making foray into the telecommunications industry, trying to take a bite out of the seemingly lucrative mobile services market.

Hence, when MNOs start talking about service innovations, their inherent concern is about staying ahead in the game, to take on competition from incumbent and new entrants, especially those from other verticals who are finding increasing growth opportunities in this market as it transitions to an all-IP domain and as the fascination of all things mobile and Internet continues to rise rapidly among consumers around the world.

Among the increasing number of new entrants to the mobile services market are Mobile Virtual Network Operators (MVNOs) and non-telco Enterprises who are realizing how their inherent strengths, for example - a huge existing clientele, widespread physical presence, fat digital content libraries, a large number of mobile assets and a long list of digital customers – are providing them with the edge to compete with other players in offering highly innovative, yet highly targeted mobile services in various verticals..................

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