A post by Andrew Burell [pictured], Nokia Solutions and Networks, to the company blog says that "OTT is certainly not a lost cause to MNOs". " .. [MNOs] see OTT applications such as Skype, WhatsApp and NetFlix piggy-backing on their network investments, clogging up resources and stealing their revenues. The figures themselves are certainly frightening. Every day 2,371 new applications are born, and a single ‘rogue’ app can generate 2,422 signaling messages per hour. By 2017, there will be 32 trillion messages sent by OTT messaging applications, and by 2020, operators stand to lose a cumulative total of $479 billion to OTT players.
.. With the right tariff structure for data-services in place, there are a number of different strategies that operators can successfully adopt to turn threat into opportunity. For example:
- Partnering with OTTs: ‘3’ offers subscribers a ‘Roaming Pass’ that allows them to use Whatsapp abroad with an inclusive data allowance
- Operators can launch proprietary services of their own: Verizon has followed this approach with its ‘Viewdini’ service – a mobile video aggregation portal that delivers mobile content from Netflix, Hulu and others.
- .. [NSN] Smart Labs and NPO (Network Planning and Optimization) expertise with performance proof points such as:
- Smart Labs research has shown that activation of WCDMA software suite features like Fast Dormancy Profiling can reduce signaling loads by 40% [see "NSN: New Radio Software Reduces WCDMA Network Signaling" - here]
- Our NPO video optimization service was able to reduce content buffering by 30% for a major European operator
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