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Complimentary Advisory Report

Carrier mVoIP Grows Up Different: From OTT Competitive Response to Segmentation Differentiation

| Oct 2, 2012 | Consumer Services
| Analysts:
   Emma Mohr-McClune, Research Director, Consumer Services - Global
   Wes Henderek, Principal Analyst, Consumer Services - U.S.

Until recently, most carriers viewed third-party mVoIP apps as an unwelcome and damaging product of the app store age; a major threat to their core mobile voice revenues. Although that view still holds, a number of European and US carriers have decided to meet the third-party app providers head-on, with their own-branded applications for IP comms voice and messaging. Unlike the generic positioning of IP comms OTT apps such as Viber or Skype, carrier mVoIP apps tend to demonstrate a more varied, and segmented positioning.

Carrier mVoIP apps have been developed to foster value and differentiation across a more granular spectrum of services, to serve different strategic agendas – from national prepaid acquisition aggression, to targeting segments with frequent roaming and international calling requirements. Some carriers have even resorted to launching smartphone apps for voice calls which are, in fact, standard circuit-switched mobile voice. This advisory report gives an overview of the variety of approaches in evidence, with carrier mVoIP examples from a number of markets.

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