In an industry that discusses ‘disruption’ daily, it is not often we see a consumer brand upset the telecoms status quo. Arguably, no brand has stepped forward to truly challenge the monopoly of incumbent operators in the UK – yet in 2016 we shouldn’t be surprised to see a major brand step up to the mark.
In the mid-2000s, Disney launched a mobile service in the US; that didn’t pan-out too well, but times have changed. Is 2016 the time for Google Fi to make an impact in the European market, or perhaps Amazon to launch a direct rival service?
Video calling gets the camera rolling
After the first iPhone in 2007 and the rise of 3G mobile connectivity, video calling was supposedly the next big thing in telecoms. Yet, aside from the occasional FaceTime, most people don’t use video calling on their smartphones, and especially not spontaneously – such activity is reserved for planned Skype calls via a computer or tablet (and even then on Wi-Fi, not using a cellular connection).
Voice over LTE (VoLTE) deployments have started and a notable uptick in new deployments is expected in 2016. The technology also includes provision for Video-calling over LTE, sometimes referred to separately as ViLTE. Assuming the dialler on the smart phone is correctly designed, video-calling will be as simple as Apple’s FaceTime – with the ability to add and drop video from regular calls as you go. Moreover, as a standard capability it won’t be restricted to one particular brand’s phone. However, it begs the question of whether it will ultimately acquire the same reach that telephony has today? Probably not: sometimes things are better heard and not seen.
The author, Mark Windle is head of marketing at OpenCloud.