Mobile network operators can break down the silos by making all of these disparate technologies accessible via a single user interface (UI) that sits on top of voice, video, text, and other unified communications services. Facilitating the integration of multiple UC applications across mobile and desktop devices requires building a solution that accounts for and unifies all of the telecommunications protocols and how they apply to a mobile and IP communications environment, not to mention one that recognizes all of the different devices, both mobile and desktop, and platforms, from Mac and Windows to iOS and Android.

Achieving this type of experience is highly difficult for OTT players, which means that MNOs can gain a competitive advantage through an offering that incorporates usability, interaction design and a seamless UI that ties everything together.

4. Embrace VoLTE.

Voice over LTE (VoLTE) represents a core engine for mobile network operators that aim to leverage 4G LTE networks and deliver not only enhanced voice and data services but also integrated unified communications services that increase average revenue per user (ARPU), lead to higher customer satisfaction and longevity and improve brand awareness that prevents new competitive forces from gaining an insurmountable foothold.

LTE is crucial in operators’ attempts to combat the OTT threat, as it crystalizes the disparity between the superior voice and UC experience that LTE makes possible and the “best effort” experience provided by OTT players, which is often suitable for consumers but unacceptable for the demands of enterprise use.

If in fact the commoditization of voice untethers customers from their mobile network operator and makes them fall head over heels for over-the-top players, the quality of the user experience for VoLTE and other services will be the un-equalizer. And with IMS (IP multimedia subsystem) anchoring LTE networks, MNOs have the opportunity to offer traditional voice and high-speed data services while integrating more advanced ones on 4G-equipped tablets and smartphones in addition to desktop computers and office IP phones.

The commoditization of voice doesn’t mean the demise of the phone number. The interoperability that VoLTE can enable for MNOs will further enhance the customer experience by eliminating the need for users of, say, video calling or instant messaging and presence to be on the same service. As VoLTE gains further traction, the phone number will continue to be the identification hub that users will be able to port across all devices and services. 

5. Don’t fall behind with WebRTC.

As WebRTC inches closer to reality, mobile network operators cannot be passive in exploring innovative applications for this emerging standard. The ability to conduct voice and video calls via web browser potentially unlocks a host of new communications opportunities while negating the need for a plug-in or voice/video client.

Of all the standards currently being developed, WebRTC may provide the best opportunity for MNOs to capitalize on the ownership of their networks and “top” OTT players by making unified communications services available to users across all devices and platforms, even if those users aren’t existing customers. Even better, WebRTC could make it easier for operators to launch OTT-type services with minimal capital expenditures (CAPEX).

Different browsers are at different stages of WebRTC enablement, and most of the initial applications discussed for the standard are the likely ones, including click-to-call capabilities that would put a customer in touch with support or other staff without having to exit the browser. But equally notable for mobile network operators is the use of WebRTC for collaboration among enterprise end users. It won’t transform the industry overnight, but MNOs must continue to evaluate its role in ushering the transition to all-IP communications for voice, video and other unified communications services.

Combating the OTT threat shouldn’t be a reactive exercise. In fact, the five strategies outlined here are intended as proactive, innovative ways in which mobile network operators can fully leverage their networks, services and branding advantages.