The Over-The-Top Service Threat to the Telecommunications Industry

Telecommunications companies have long dominated the communication platform market, building comprehensive value chains that include infrastructure, connection services, hardware, and software. However, over-the-top (OTT) service providers are now challenging this dominance by offering competitive services that leverage existing telecom infrastructure.

Understanding Over-the-Top Service Providers

OTT service providers bypass the traditional telecom value chain, offering Internet-based communication platforms (CPaaS and UCaaS) directly to businesses and consumers. These providers, like Amazon Web Services and Twilio, offer services without investing in the infrastructure required to deliver them, thus posing a significant threat to traditional telecom revenue streams.

Examples of OTT Providers

OTT providers often start with small, focused products and grow rapidly. Examples include:

• Amazon Web Services (AWS): Handles storage, security, and call centers.
• Twilio: Provides API integrations for building enterprise software.
• Slack: Manages office communications.
• Dropbox: Offers cloud storage solutions.
• Netflix: Delivers consumer video content.
• Shopify: Handles eCommerce solutions.
• Facebook: Operates an advertising platform.
• Roku: Aggregates video content services.

The OTT Threat

OTT service providers have captured significant market share in the CPaaS and UCaaS space, a market that has seen significant growth over the past few years.

The CPaaS and UCaaS markets have seen significant growth over the past few years. According to recent data, the CPaaS market is expected to grow from $16.34 billion in 2024 to $61.59 billion by 2029, with a CAGR of 30.4%​​. Similarly, the UCaaS market is projected to grow from $36.33 billion in 2024 to $107.51 billion by 2032, exhibiting a CAGR of 14.5% during the forecast period​. This growth underscores the lucrative opportunity that OTT service providers present, highlighting the importance for traditional telecommunications companies to adapt and compete effectively in this evolving landscape.  

Telecom companies are losing billions in potential revenue because OTTs focus on niche markets with lean, highly specialized products, while telecoms offer broader, more integrated services.

Strategies for Telecoms to Compete

Direct Competition:

• Telecom enterprises can leverage their resources to develop products that compete directly with OTT offerings. By using their size and brand power, they can offer competitive pricing and comprehensive services.
  Example: Facebook's strategy to mimic Snapchat's features to retain users.

Acquisition:

• Telecoms can acquire OTT competitors to integrate their specialized tools into broader telecom offerings, enhancing their value chain.
  Example: Google’s acquisition strategy to enhance G Suite.

Bill-on-Behalf Partnerships:

• Telecoms can partner with OTTs to create usage-based billing models, leveraging their control over the value chain to generate new revenue streams.
  Examples include billing for streaming video, file storage, and additional collaboration tools.

Optimize Your Billing Strategies with LogiSense

The telecommunications industry faces significant competition from OTT service providers, but opportunities for monetization still exist. By adopting strategies like direct competition, acquisition, and bill-on-behalf partnerships, telecoms can reclaim market share and drive growth in the CPaaS and UCaaS markets.

Contact us now for more information on how LogiSense can help your telecom business navigate these challenges and optimize your billing strategies. Our platform is designed to support complex billing needs and drive your business success in an increasingly competitive landscape.