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Impact of Over-the-Top (OTT) Services on the Telecom Companies in the Era

of Transformative Marketing

Article  in  Global Journal of Flexible Systems Management · April 2019

DOI: 10.1007/s40171-019-00209-6

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Impact of Over the Top (OTT) Services on the Telecom Companies in the Era of Transformative Marketing
Muhammad Farooq
Ph.D. Scholar, Limkokwing University of Creative Technology
Email: Farooq.buzdar2@gmail.com
ORICD No. https://orcid.org/0000-0002-5371-0351

Valliappan Raju
Senior Lecturer, Limkokwing University of Creative Technology
Email: Valliappan.raju@limkokwing.edu.my

Abstract

Due to digitalization today, we are more connected than ever
before in human history. Access to the internet has increased
from 16 million in 1995 to 4,157 million users by the end of
December 2017. The industry which helped humanity
connected and made the world a global village is the
telecommunication industry. However, today the telecom
companies are facing revenue losses, for instance, revenue of
value-added services of telecom companies in Pakistan has
reduced from Rs5,861Million in 2012 to 236Million by the end
of 2017. Similarly, because WhatsApp, Skype, and Messenger
usage the long-distance call and SMS revenue of telecom
companies in Pakistan have reduced from Rs47,969Million in
2008 to 19,555 Million at the end of 2017. With the empirical
evidence from Pakistan, and literature from all over the world,
this overview research paper summarizes the issues of the
telecom sector and suggests a way forward to help the telecom
companies to come out of this situation. For review paper,
official telecom regulatory reports and GSMA reports have
been referred. This study concluded that at one side even
though telecom company’s revenue is decreasing, but on
another side, it is bringing enormous opportunities for the
companies. Telecom companies can get the benefit of changing
customer preferences’ by understanding customers’
requirements, producing and selling internet and digital value-
added products and services in parallel with traditional
telephony services
Keywords: Customer Preferences, Digitalization ,
Telecommunication, Transformative Marketing,
Over the TOP (OTT)
1. Introduction & Background
Introduction to the internet has transformed traditional
businesses; This transformation leads to the era of
transformation Marketing (Kumar, 2018; Meyer, 2018;
Varadarajan, 2018) . It has transformed different sectors. For
instance, publishing, advertising, music media is completely
different today compared to a decade ago (Akamai, 2013). The
twenty-first century is the century of disruption. In the last two
decades, the changes the world has seen were never witnessed
in human history. Many changes which the world has
embarrassed made people life easy ( Farooq, Zareen, Younas,
Khalil-Ur-Rehman, & Yasmin, 2018; Farooq, Muhammad,
Raju, Kalimuthu, & Qadir, 2019). Introduction of iTunes
helped people to listen, their desired customized songs without
buying the complete albums, Airbnb is offering the people, the
opportunity to leave the hotels and be guest of someone in some
other country or region. Although these disruptions had a huge
impact on disrupted industries but the iTunes, YouTube and
Uber did not use any platforms or infrastructure of industries
which they disrupted. In contrast, there is another sector which
is in the process of disruption because of digital evolution. This
sector is the telecommunication sector, Over the Top (OTT)
services, i.e., Skype, WhatsApp, IMO and Facebook are
reaching to the customers directly using cellular companies-
built infrastructure, without paying any regulatory or platform
fees. Because of global economies of scale, the OTT company
are offering the fermium model. However, this is proving the
kiss of death for telecom traditional voice and messaging
revenue (Regina, 2017). The issue, how telecom companies can
compete with OTT is in the debate from the previous 10 years.
Imposing regulations on telecom companies and giving free
hands to the OTT to operate for similar services also raises

1
questions on regulatory authorizes in multiple countries. so popular and now, what are the possible options which
Therefore, this study is aimed to identify the ways how OTT is telecom companies and regulatory authorities have to address
impacting the telecom companies, why OTT services became the telecom concerns.

2. Problem Statement
Strategic flexibility of the manager plays in an essential role in
the success of any firm (Shalender & Yadav, 2019), because of
the flexibility of managers and telecommunication companies
ability to embrace new technologies. Telecoms are the
companies which survived in every era and reshaped its
services due to its flexible systems and management (Amin &
Horowitz, 2008; M. K. Sharma, 2010; Vidyarthi & Singh, 2011;
Khare, 2014; A. Sharma, Medudula, & Patro, 2015;Sushil,
2015; Gupta, Tyagi, & Upadhyay, 2018). With the
advancement of technology, the telecom companies have
successfully updated their technology from 2G to 3G and 3G to
4G. These technological developments lead to innovation and
competition between telecom companies at the service level.
However, the entrance of OTT has drastically changed the
.
Table 1 Telecom Within Industry Competition Analysis
dynamics of the telecom business in the last ten years (Krüssel
& Göbel, 2019). Telecom companies competing within their
industry and outside the industry with OTT services in parallel.
For instance, In Pakistan, there are four telecom companies.
These companies have 154 Million customers as of December
2018. The telecom industry is already extremely saturated.
Table-1 shows the telecom subscribers of Pakistan from July
2018 to December 2018. In 6 months, there was no substantial
increase in the subscriber base, as already every person has a
telecom connection. Gaining a new connection means
snatching customers from the competition. As shown in Table.1
in September 2018, Zong and Ufone got 1% extra market share,
but at the same time, the two other companies Jazz and Telenor
lost its 1% market share respectively

Market Share Subscribers Count Analysis

Category PMCL(Jazz) PTML(Ufone) CMPAK(Zong) Telenor Total
Jul-18 55,597,047 20,499,075 31,021,206 43,436,455 150,553,783
Aug-18 56,006,446 20,616,112 31,166,960 43,300,407 151,089,925 Saturated Market,
Extreme Competition
Sep-18 56,094,685 20,835,683 31,475,508 43,253,025 151,658,901 Between the
Oct-18 56,177,506 21,109,741 31,707,965 43,159,796 152,155,008 Competitors
Nov-19 56,094,720 21,320,940 31,971,324 43,355,112 152,742,096
Dec-18 56,213,840 21,595,979 32,352,720 43,824,068 153,986,607
Market Share %
Date PMCL(Jazz) Telenor CMPAK(Zong) PTML(Ufone) Total
Jul-18 36.9% 28.9% 20.6% 13.6% 100.0%
Aug-18 37.1% 28.7% 20.6% 13.6% 100.0%
Sep-18 37.0% 28.5% 20.8% 13.7% 100.0%
Oct-18 36.9% 28.4% 20.8% 13.9% 100.0%
Nov-18 36.7% 28.4% 20.9% 14.0% 100.0%
Gaining New
Dec-18 36.5% 28.5% 21.0% 14.0% 100.0% subscribers means
Change in Market Share snatching the
customers from the
Date PMCL(Jazz) Telenor CMPAK(Zong) PTML(Ufone)
competition
Jul-18
Aug-18 0.10% -0.20% 0.00% 0.00% 0.00%
Sep-18 -0.10% -0.10% 0.10% 0.10% 0.00%
Oct-18 -0.10% -0.20% 0.10% 0.10% 0.00%
Nov-18 -0.20% 0.00% 0.10% 0.10% 0.00%
Dec-18 -0.20% 0.10% 0.10% 0.10% 0.00%
Source:(PTA,2019).
2
An industry which is facing, cutthroat competition inside is 17% in investment in 2017-18 compared to 2016-17. The only
also, facing the demand for better quality services because of area which has increased is the usage of the internet, which did
increased internet demand. To expand the availability of its result in more revenue for telecom companies. The reason
services telecom companies have invested 78,966 million Pkr behind not increase the revenue of the same percentage is OTT.
in 2017-2018 which is 24% of 2018 total telecom revenues. Customers are buying the fixed internet plans and using OTT
Table.2 from the annual report of Pakistan Telecommunication for communication which is cannibalizing the voice and SMS
Authority (PTA) December 2018, report shows the increase of revenue of telecom companies.
Table 2 Analysis on Two-Sided Problem which Telecom Companies are Facing

Customers demand high-speed internet ( Network Infrastructure from Telecom) to use OTT services.
2016-17 2017-18
Telecom Subscribers 139,758 150,239
Telecom investments ( Rs. Millions) 67,568 78,966
Mobile Data Usage (Tbs) 690,345 1,258,843
Telecom Revenue (Rs. Million) 470,135 488,750
Telecom Subscribers (% change) 7%
Telecom investments ( Rs. Millions) (% change) 17%
Mobile Data Usage (Tbs) (% change) 82%
Telecom Revenue (Rs. Million) (% change) 4%

( PTA,2019)
The loss of telecom companies is not only limited to voice call telecom, the VAS revenues of the telecom companies have also
revenue. It has also disrupted the traditional VAS and decreased. VAS revenues include revenue from SMS- Short
international calls revenue stream. For instance, in Pakistan Message Service (SMS) or other services like Ringback tone.

VAS Revenues of Cellular Companies (SMS, Small Non-Internet Features)

8,000
5,861 5,617
6,000 4,978
4,000 2,670 2,880
2,144
2,000 1,144
90 236
-
2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17

Figure 1: Decline in Telecom Companies VAS Revenue

Source: (PTA, 2018)

Before OTT dominance the telecom companies one of the 47,969 million in 2008-2009 to 19,555 at the end of 2017(PTA,
significant streams of revenue was the (Long Distance 2019).
International) LDI call revenues. LDI revenues decreased from

Cellular Companies Long Distance Revenue (LDI) in PKR.

60,000 47,969 44,964 43,874 40,890
34,195 38,572
40,000 32,675 32,554
19,555
20,000

-
2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17

Figure 2: Decline in LDI Revenue of Telecom Companies

Source:(PTA, 2019)

3
3-Related Literature: Global Perspective, How OTT is
Impacting Telecom Companies?
In Global perspective, today in 2019, Out of seven billion
people living in this world, four billion people are using the
internet, which is 54% of the world population. Count of
Internet users has grown from 16 million to 4,157 million from
1995 to 2017 (World internet stats,2018). The increase in
internet utilization happens due to the extensive infrastructure
of telecom companies. Telecom companies overall have spent
in billion in making this infrastructure. Besides this, as country
regulations, telecom companies have to buy the bandwidth and
3G, the 4G licensee. OTT companies are using a model called
“Fermium.” As per HBR “Over the past decade “Freemium”—
a combination of “free” and “premium”—has become the
dominant business model among internet start-ups and
smartphone app developers. Users get basic features at no cost
and can access richer functionality for a subscription fee. If you
have networked on LinkedIn, shared files through Dropbox
watched TV shows through Hulu or searched for a mate on
Match, you have experienced the model firsthand. It works for
B2B companies as well—examples include Box, Splunk, and
Yammer” These companies can afford freemium because they
are not paying for the licensee or any regulatory price.,
bandwidth or any other regulatory prices. However, on time
these companies are using telecom companies set unfractured,
bandwidth and licensee (Erik, 2014)
3.1.Academic Literature
Several studies have been conducted on the future of telecom
in the last 10 years (Nooren, Leurdijk, & van Eijk, 2012; Sujata
et al., 2015;Krüssel & Göbel, 2019). Most of the studies
discussed the non-technical aspects for telecom companies; In
this study, the authors have included all studies which have
discussed the future in telecom in the context of OTT services.
José Ganuza and Fernanda Viecens (2014) gave one conceptual
framework on the OTT content impact on telecom companies.
The research covered the only content part and predicted it
would increase the revenue of telecom companies. Sujata et al.
(2015), discussed the impact of OTT on telecom companies in
the Indian context and concluded that these changes in the
industry are happening because of customer preferences.
However, the author also discussed the concerns which telcos
have over OTT services. In 2019, Krüssel and Göbel
4
anticipated the future of telecom companies in the book “Future
of telecom” in detail.
Krüssel and Göbel (2019) listed four types of players in the
telecommunication business. The first player is the network
operators. Network operators are cellular companies, the
second type players are the resellers, these companies don’t
have their own infrastructure or content, they just either resell
the content or infrastructure, the third type of players are the
OTT sp, these are smaller OTT companies, and The last players
are the OTT Ecosystem companies, for example, Facebook and
Google. The author is of the opinion that in the future every
player has different options. The first player Network operator
can expand its existing services and provide service like OTT
companies. It will reduce the bridge between the company and
end user which currently exist in the market because of OTT.
To survive, telecom companies infrastructure is important.
OTTs need telecom companies infrastructure. Krüssel and
Göbel (2019) are of the opinion that reseller and OTT-sp will
disappear. The other big group is OTT-Ep. OTT can integrate
their services and invest in infrastructure. Companies can only
focus on OTT and expand their services further.
in 2019, after the introduction of 5G, the Network operators
should pay more focus to the consumers. The connection which
OTT broke with the end consumer and telecom companies can
be reestablished. The focus should be on network optimization
(Korzunowicz, 2019). Similary Keith (2019) also said that the
network is still the king.Role of enterprise architecture.
Companies just need to focus on agile methods and network
optimization. Beside network strength, the telecom companies
can play an important role in ecosystem after the introduction
of 5G, and it will be one of the prominent areas where telecom
companies can earn revenue (Heinemann, Platzen, and Schiefer
2019). AI, Machine learning and digitalization will not be
limited to start-ups; the result is an ecosystem, which will
connect all the aspects of life Telecom, health, transportation,
and education. There will be 21 billion connected machines in
2021. The world has just getting connected (Lukowski, Rauch,
and Rosendahl 2019;Weber, Schilling, and Wisselink 2019).
Increase internet speed and advanced technology made the
power important. In future power is a critical aspect of current
technology for the network side companies need to manage the
energy sources. The authors show Low Power wide area
network as a game changer for the IoT. Eberhard and
Heuermann (2019) worked on regulatory possibilities.The
author provided the regulatory solutions on how companies the
network operators can compete with the OTT. OTT has the
biggest issue of connectivity. In this regard the possibility of
open access of the internet for broadband deployment via a
mobile wholesale network. In AI B2B companies will
transform, and Telecom companies can focus on getting
revenue from business consumers. Telecom companies must be
ready to accept the changes. Otherwise, they remain like “bite
pip.” In simple words dump pipes which will carry the internet.
(Grineisen and Rehme,2019 ;Wisselink and Schneider, 2019;
Hong and Dietze 2019; Krämer 2019).
Today in 2019, as the Figure-5 titled “Digitalization,
Worldwide statistics” shows that four Billion people are using
the internet, three billion people are social media users, five
Billion unique mobile users. Out of three Billion people, 2.9568
use social media on the internet. All this has become possible
because of the infrastructure of telecom companies(Nathan,
2018).

Active Social Media Active Mobile Social

Total Population Internet Users Unique Mobile Users
users Users

Active Social Unique Mobile Active Mobile

Total Population Internet Users
Media users Users Social Users
7.593 Billion 4.021 Billion
3.196 Billion 5.135Billions 2.958Billions

Urbanization
Penetration 53% Penetration 42% Penetration 68% Penetration 39%
55%

Figure 3 Digitalization, Worldwide statistics

Source :(Nathan, 2018)

These statistics were predicted in many reports before the
2018 current situation. In the world, cellular revenue forecasts
reports said that the Total SMS revenue of Telecom
companies would fall from 120 billion in 2013 to 97 billion in
2018 because of the increase in the usage of OTT services.
Cisco also predicted that smartphone data traffic would rise at
Compound Annual Growth Rate (CAGR) 61%. CISCO report
also predicted that usage of the internet would increase from
1.5 Exabyte in 2013 to 15.9 exabyte in 2018. It was also
explicitly mentioned in the report that this growth would cause
an increase in traffic and ultimately it will increase pressure on
the telecom service providers. Telecom companies have to
increase their capacity in bandwidth, transport network, and
radioactive network.
5
In another report by Spirit DSO name “The Future of Voice”
has also reported the impact of Over the Top Services on the
Voice over Internet Protocol (VoIP) Services revenue. The
report states that all over the world telecom revenues would
decline from 970 billion USD in 2012 to 800 Billion in 2020.
As a result, the report predicted that this increase in usage of
OTT would be lost around 479 USD loss of revenue due to
voice. In one side telecom companies, the previous
infrastructure was getting outdated on another side to provide
the internet services and handle traffic telecom companies were
supposed to invest in the infrastructure.
One another report says that total OTT minutes will reach up to
1.7 trillion by the end of 2018, and this count will cause a loss
of 63 Billion USD to telecom companies. The report also
highlighted that demand for online text (messages) application
would also increase and these services usage will also
ultimately reduce revenue of telecom short message service
(SMS) earnings. All these developments will at the end of the
day demand from telecom companies to increase its
infrastructure and invest in a better experience.
Heavy Readings report “Internet TV, Over-the-Top Video, &
the Future of IPTV Services” highlighted the issues in 2011
which we are telecom companies are facing today. The report
stated that this perception is found among telecom executives
that we might face competition from OTT video service
providers. The report also highlighted that all the service which
use telecom network with acquiring IP networks or paying for
these networks. The report also discussed possible options for
how telecom companies get to benefit from this situation. One
option was bonding with OTT services providers and coming
up with the product which mutually beneficial for both and has
a win-win situation.
As stated in the Heavy readings report that telecom companies
can benefit from this situation by creating a product which is
suitable for both companies. Although the numbers of
traditional voice minutes and revenue of companies will
decline, SMS usage of telecom companies was also expected to
decline, but the right point for telecom companies was that it
was the usage of OTT service was expected to increase their
internet bundles usage, ultimately producing the revenue for
these companies. Companies could have increased the revenue
just like china mobile internet usage increase by 187%. The
increase in OTT usage automatically increased the usage of the
internet of telecom companies.
Heavy readings report is right. As the revenues in-telecom
sector of Pakistan has increased from 2008-2009 onward.
Companies revenue is increasing every year despite the
reduction in VAS and Internal calls revenue reduction the
overall revenue of the companies is increased. The increase is
due to an increase in telecom companies overall internet sale.
Figure-6 titled “Celluar Company Revenue” shows the definite
trend of revenue from 2008 to 2017.
This situation is not only about having less proportion of
revenue or telecom companies letting OTT services to use their
infrastructure. Is it about the position of telecom services?
Where do they stand? Alternatively, Telecom companies are
dumb pipes for OTT services? Should the companies revamp
themselves? We will try to explore the reasons why all this
6
happened? Why customer preferences changed and why
telecom companies are left behind. There are many gaps
telecom companies should fulfill and improve their services.
4.Findings and Recommendations
4.1: The reason why customer shifted to OTT
Telecom companies are in communication business for many
years with millions of subscriber base and vast infrastructure.
Despite all this, some smaller startups started at home are
causing them 400 Billion annual loss. Why did this happen?
Just like the music industry, which was trying to sell the
customers complete CD album despite that the listeners liked
only one song in the CD. Taxi services were very annoyed. Taxi
men were not updating them themselves with changing
technology; customers were supposed to go to the taxi, bargain
on fair or make sure the taxi man’s meter is ok. Customers were
fed-up of the taxi services and music albums. Therefore, they
endorsed YouTube and Uber. Similarly, the popularity of OTT
services was the reason behind complex and telecom companies
expensive and difficult to use SMS and call packages. For SMS
confirmation there was one value-added service with extra
charges. Sharing videos and pictures were difficult. The MMS
service of telecom companies was very expensive. Due to all
these issues customers were looking for an option a long time
ago. Table-2 explains in details the difference between SMS
service offered by Cellular service providers vs. the services of
OTT companies which are providing all over the world.
The text messages of telecom companies had a limit of 160
characteristics. There were no group SMS options. Customers
were supposed to send SMS or talk to customers individually.
There was no system of talking to people in one group or one
window which was introduced by OTT companies.
Before the introduction of OTT services, telecom companies
were selling these services with the name of value-added
services. Videos and audio calls services were not available.
Today All OTT services providers first don’t have any
limitation on the count of messages or limit of the text.
Customers need internet access. The OTT services provided an
option to make audio and video call. The Facebook messenger
has made things much more comfortable. For WhatsApp
services, customers need a mobile number. For the messenger
even, the customer does not need to have a mobile connection.
The credit for OTT services updated also goes to smartphones.
There was a storage capacity issue in the SMS services.
Customers were supposed to delete the earlier services. Now
using the WhatsApp and Facebook messenger, Hangout,
Telegram, and all other OTT services, there is no limit on
sending pictures, videos. Customers can save videos on their
mobile phones. Companies like Telegram also offers to store
the data conversation and send the files to someone or save on
another cloud.
The OTT services have made the Chat very interesting. People
can interact with each other in groups. There are multiple
studies conducted using the WhatsApp groups not only un
universities among students but also in the corporate sector.
Today any smartphone user cannot imagine not having a
WhatsApp group. Communication is effortless. Customers can
interact with up to 150 people simultaneously in one group.
WhatsApp groups are the principal source to gather people for
the protests, and it has been evident from the interaction of the
political parties in Pakistan. It is also used for political
purposes.
Compared to SMS services, the OTT services offer the sharing
of contacts and location to the subscribers. In apps like
WhatsApp, there is an option to share the current location and
even the live location for one hour. These OTT services contain
many pictures, Emoticons, and Stickers that these made the
communication very easy for the customers. There are already
many stickers and emoticons that in many cases there is no need
to write the messages. With the help of just stickers and
emotions, it is easy to talk to someone. It is beneficial for the
kids for communication. It is also helpful for undedicated
people. The Emoticons and Stickers can also be useful for
interaction among the people where they have different
languages.
Recording audio or video calls were once complicated. Once
recorded the telecom companies demanded them to transform
into a specific format before sending. After sending a text
message confirming the delivery status of the message was very
difficult. However, now in all OTT services customers have to
keep pressing one button. They can take the pictures, record an
audio or video and send it to the desired person or desired
group.
OTT companies are not limiting themselves to communication.
Now, these companies are also focusing on the payment system
or playing games. These OTT company’s services extension is
leaving the only option for the companies to bond with them.
Companies like Telegram are more interested in privacy. So,
they answer the privacy issue. Customers can send end to end
encrypted messages.
One another developed which OTT services provided is the
ability to use them in multiple systems. Facebook messenger is
the best example. It can be used simultaneously on the laptop
and mobile. There is no limitation on selecting the mobile or
WhatsApp. Customers can use their logins anywhere.
Similarly, now WhatsApp is also offering the same feature.
With QR code customers can use WhatsApp on the desktop.
Table-1 compares the traditional telecom services and OTT
services in detail.

Table 3 Telecom Vs. OTT Services

Category Telecom Product OTT Services (Famous Services)

Services SMS TELEGRAM WhatsApp Facebook Messenger HANGOUTS

Text ✓ ✓ ✓ ✓ ✓

Audio Call × ✓ ✓ ✓ ✓

Video Call × ✓ ✓ ✓ ✓

User Stories/Moments × ✓ ✓ ✓ ✓

Open source × ✓ × × ×
Characters 160 No Limit No Limit No Limit No Limit
Group Chat × ✓ ✓ ✓ ✓

Emoticons × ✓ ✓ ✓ ✓

7
 Stickers × ×
Photos Sharing × ✓
Videos Sharing × ✓
Audio Sharing × ✓
Location Sharing × ✓
Contact × ✓
Walkie-Talkie × ✓
Voice & Video × ×
Free Mobile App download N/A ✓ ✓
Source: Author Self-Created
There can be many reasons why customer shifted from
traditional voice and SMS services of telecom companies to
OTT services. If we apply technology acceptance reasons and
do a cost-benefit analysis of the OTT vs. traditional telecom
companies then as per the technology acceptance model is
given by Davis (1989) here are two reasons behind the
technology acceptance model. Multiple scholars also accepted
these two components of technology acceptance once Davis
(1989) introduced these( F. D. D. Venkatesh, 2000; Venkatesh,
Morris, Davis, & Davis, 2003;Pick, Gollakota, & Singh, 2014;
V. Venkatesh & Bala, 2008). Technology acceptance model
correctly applied on the adaption of the OTT services there is
Perceived Ease of Use (Davis, 1989) and Ease of Usefulness
(Davis, 1989) in using OTT services compared to telecom
services.
4.2: How Can Telecom Companies Get out of this Situation?
As discussed in the comparison section it is evident that OTT
services are much advanced and widespread than what telecom
companies can offer today. Telecom companies are offering
affordable internet bundles. Using them customers are using
OTT services. If telecom companies continue this very soon,
they will lose their voice and message revenue completely. The
only way in the era of digitalization any company has is to
under the customer preferences (Buzdar, Janjua, & Khurshid,
2016; Farooq & Jabbar, 2014). Telecom companies can review
customer preferences trend and deal with OTT services
accordingly. With the current situation, telecom companies
cannot continue. If we continue in the coming years, these
company will be only dumb internet pipes. Telecom companies
can also be focusing on customer usage trends and help
companies in marketing strategies. Data is a tremendous asset
8
× ✓ ✓
✓ ✓ ✓
✓ ✓ ✓
✓ ✓ ✓
✓ ✓ ✓
✓ ✓ ✓
✓ ✓ ✓
× ✓ ×
✓ ✓
which telecom companies have. Here are the options which
telecom companies have today to deal with the OTT services.
4.2.1: Blocking the OTT Services
Telecom companies can block the OTT service providers for a
short period and ask for the companies for market share. In the
USA and Europe, there is one law called neutrality law. As per
naturality law companies cannot ban internet content or
services providers. They cannot even slow the speed of the
services. In a country, like Pakistan were neutrality law does
not apply companies can try this tactic but from this tactical fear
of losing is very high. The customer is used to with these
services. There are already many services. For telecom
companies, it is challenging to control the OTT services
providers. Also, it will affect the revenues of the companies as
customers mainly use the OTT services after purchasing
internet bundle from a telecom company.
While previously, disputes between the European Union (EU)
member countries, e.g., Spain and France have blocked OTT
services. In the EU when OTT services started providing
services like voice call services of telecom companies. The
countries gave the justification of blocking services, that they
OTT services were acting like telecom companies if so, the
companies should also pay the regulation fee and fulfill all the
responsibilities like telecom companies. The very nature of IP
communications means that the VoIP connections are often
location-independent and reliance on a functional electricity
supply makes them inferior in some disaster scenarios. (Nooren
et al., 2012)
4.2.2:Building Services like OTT Services
This is another option which companies can do to design apps
like OTT service providers. This service can have done at the
group level, but no company is operating in all countries. For
instance, if the Telenor group develop one app, it can market
and send it to only its customers in 13 countries. The OTT
services have a more significant advantage of being global.
Also, Jazz Pakistan introduces one app. Moreover, jazz
promised to bring multiple options in it. Incorporating the
payments systems in it but they could not compete and gain
customer attention.
4.2.3: Filling The gap in The Market
There is a gap in the OTT services market services which is the
using one service customers cannot call or SMS on another
service. For example, messenger’s customers cannot message
to WhatsApp customers because two are different platforms
companies can provide a platform where customers can interact
with multiple OTT service providers. That will be an asset to
any telecom company. Companies can develop all in one need
app just on google where customers can send emails, buy
bundles of internet, text, and call to loved ones, able to share
photos or videos and interact with users of other OTT service
providers.
4.2.4:Bundling OTT with other Services
This trend is ubiquitous these days. Companies are proving
internet bundles with OTT services. For example, in Malaysia
Maxis offers free Facebook and WhatsApp on the purchase of
their daily, weekly and monthly passes. On purchase of passes,
customers get the free point which ultimately leaders to free
social media sites and OTT services usage.
4.2.5: Customized Low-price OTT Services
Telecom companies have mainly two KPI’s on the network
level. One is network utilization, and the other is network
availability. Utilization target is given to the commercial unit
while availability is the responsibility of the network team. In
urban areas especially where youth lives both availability and
utilization are on par. However, in the villages, there is a
possibility TCH availability is high, and usage is low. Telecom
companies can offer low price bundles to make sure the
available network is being used instead of wasting the
resources. Social media is getting very popular. OTT services
usage is expanding. Usage of low price OTT can help
companies in getting habitual internet users leading towards
more internet usage.
4.2.6: Specialized OTT bundles
Keeping in view the requirement and usage of OTT Telecom
companies can also introduce specialized OTT bundles. With
OTT bundles companies can partner with the other apps to link
their app with OTT with low price bundle. It can give telecom
companies revenue from two streams, for the new app which
will be Business to Business earning and from the bundle
purchase which customer will pay to buy the bundle.
4.2.7 Partnering with the OTT service providers
OTT service companies are associated with big companies.
There earning is very high because of the fermium model and
availability across the globe. Facebook company Mark
Zuckerberg has the vision to expend Facebook messenger and
add it as a payment tool. Similarly, Skype is owned by
Microsoft which has the vision to expend the internet facility to
everyone. Telecom companies can also partner with the OTT
service providers who can create a win-win situation for both
telecom and OTT services.
4.2.8 Using Customer Information, Selling Apps
Because of customer usage of information, telecom companies
can understand customers better, using artificial intelligence,
telecom companies can provide customer information to new
apps and internet service providers. Telecom companies have a
campaign management system which can be used to earn two-
way revenue. Charging form the business for promoting their
apps and charging from customers for using their internet.
4.2.9 Looking for other revenue streams
Introduction of 5G and AI can open multiple streams of revenue
for telecom companies. As suggested in below table by Glohr
(2019) the telecom companies can also focus on business
customers.

Table 4 Future of Telecom Companies

Author Future of Telecom Companies, Possible Options to compete with OTT

(Krüssel & Göbel, 2019) Expansion to provide OTT Services, Network Optimization
(Korzunowicz, 2019) Telecoms can work for business and help companies in going through technology stability &
change
(Reith, 2019) Another stream where telecom companies can focus on Automation

9
 (Heinemann, Platzen, &
Schiefer, 2019)
(Lukowski, Rauch, &
Rosendahl, 2019)
(Weber, Schilling, &
Wisselink, 2019)
(Heilen, 2019)
(Steingröver, Cardozo Larrea,
& Zhelev, 2019)
(Eberhard & Heuermann,
2019)
(Obernolte, Hauk, & Aumann,
2019)
(Glohr, 2019)
(Grineisen & Rehme, 2019)
(Wisselink & Schneider,
2019)
(Hong & Dietze, 2019)
(Schmitz, Stummer, & Gerke,
2019)
(Borowski & Khurana, 2019)
(Nooren et al., 2012)
(Krämer, 2019)
Digitization will be everywhere, Health, transportation, education and telecom network will
always be important
There will be 21 billion connected machines in 2021. The world is getting connected, and
telecom companies have the key role
Power is a critical aspect of current technology for the network side companies need to
manage the energy sources. The authors show Low Power wide area network as a game
changer for the IoT.
The author had an interview “T. Heilen,” one of the well know telecom professional in the
German telecommunication market and discussed with him the future potential of telecom.
Telecom companies can partner and compete with OTT. Regulatory authorities can also block
the OTT services without paying a regulatory fee and behaving like operators
The possibility of open access to the internet for broadband deployment via the mobile
wholesale network.
Telecom companies will have multiple revenue streams using infinite interact connectivity
possibilities
Telecom companies can focus on getting revenue form business consumers
The Telcom companies can either work as “bite pipe” or change attitudes towards OTT
companies as partners or make their own OTT services applications which will make an
ecosystem
Telecom companies can introduce the Internet of Things (IoT) related products. smart things
which are connected to the telecom connection, the products can be e light bulbs, electronic
switches or energy measurement devices . Some companies in Germany are already offering
these smart home products
Business process automation, AI, M2M will bring multiple opportunities to telecom
companies
Telecom companies in the future can provide, the connectivity of stand-alone automation,
Robot process automation (RPA), Artificial Intelligence (AI)/Machine learning (ML) and
Natural language processing (NLP) related solutions
Network & Infrastructure of telecom companies makes them King in 5 Era. The telecom
companies can capture a lot of opportunities in 5 G
The author discussed the earlier days Netflix popularity and possibilities of opportunities
which telecom companies will have. OTT content also creates opportunities for telecom
companies
The author has discussed the possibilities of partnership which can resolve with telecom and
OTT problems

5.Conclusion model because of global economies of scale. OTT services

With a thorough review of current telecom structure, its issues,
OTT services and the difference between OTT services and
telecom services review it has been observed that with the
increase in internet penetration problems for telecom
companies has increased. Telecom companies’ previous
revenue streaming like Voice, SMS and other value-added
services revenue is continuously declining. OTT services have
almost replaced traditional telecom services. It has been
concluded that telecom companies themselves are responsible
for the decline reason. Because of the complexity and limited
features of traditional telecom services customers were in need
of these advanced services. Therefore, the usage of OTT
services has increased exponentially.
It has been concluded that telecom companies have a huge
drawback compared to OTT services. Telecom companies are
serving particular countries. In contrast, these OTT services are
available globally, and they can afford a fermium business
needed the least regulatory barriers or network infrastructure as
they used existing telecommunication infrastructure. Because
of being available globally their expansion has become very
rapid. One person can recommend OTT services to another
person sitting in some other countries. Because of this scope of
OTT telecom companies could not prepare a product again
OTT services like WhatsApp and messenger.
In one side, Although OTT services caused a decrease in
revenue from telecom revenue streams on another side, it has
created excellent opportunities for the telecom service
providers to earn from the internet services. Internet usage has
increased since the introduction of OTT services. Usage of
social media services is increasing. Although the increase on
the internet has demanded form the telecom companies to
invest in infrastructure, it also brought a lot of other
opportunities. Telecom companies can bundle their traditional
services with OTT services. Telecom companies can bundle

10
new apps with popular OTT services to earn from businesses
and customers at the same time.
As we are living in a knowledge economy biggest advantage
telecom companies have is the data of the customers. Using
artificial intelligence and customer data telecom companies has
a huge market to sell products to customers.
At last, government regulations are also significant, as telecom
companies are purchasing the bandwidth, license of 4G or
incoming 5G and investing in massive infrastructure. The
government can also include the OTT services in regulatory.
However, in countries like Europe and the USA OTT
companies are free to operate. No operator can block their
services and slow down their services. Government regulations
are significant; regulations of government can create winners
and losers. Neutrality law in the USA and Europe helped OTT
companies to expand worldwide; At the same time, this law has
also helped these companies to reach 43% world population.
Just like WhatsApp, Facebook, Uber and Netflix, there are
many companies expected in the future. Artificial intelligence
is expected to change the world. The transformation will create
enormous opportunities for companies. The authors have an
idea at the end for telecom companies which can be explored,
and only telecom companies can introduce a service like this.
Currently, all OTT services are operating separately. A person
using Skype cannot send a message to the customer using
Facebook messenger. WhatsApp users cannot send messages to
Telegram customers. As only telecom companies are aware and
have the data of the customers about the apps they are using,
there can be a possibility to introduce a service through which
a customer using that service will be able to communicate with
all OTT services or at least two services.
This situation brings a lot of opportunities for future
researchers. Complete review paper has raised numerous
questions which can be answered after understanding customer
preference. Existing customer preference models could not help
telecom companies to realize the changes which happened due
to the internet. There is a need for a new conceptual framework
which helps big companies to understand their customers and
prepare products and services accordingly. This research paper
also gives insights for policymakers to review the impact of the
OTT services on their economy. Policymakers can impose
taxes on OTT services. The world is expecting 5G till 2020 as
per GSMA. The internet speed will increase from 1000 Mbps
11
to 5000 Mbps. The will increase demand from telecom
companies to increase the infrastructure, but the core
beneficiary of the new infrastructure is OTT companies. OTT
and Internet of Things (IoT) companies will be able to operate
better in 5G as they need more internet speed to the operator
but what this process will bring for telecom companies yet it
needs to be studied. The policymakers can reassess the
complete OTT behavior, implement regulatory fees on OTTs to
rebalance the obligations. As shown in the Table-2 it is totally
unfair competition between OTT and telecom companies.
Telecom regulatory authorities and policymakers must realize
the OTT services are only benefiting the home country of OTT
service providers which is mainly the USA, but telecom
companies are serving every country economy.
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Key Questions
1. Why customers stopped using telecom
traditional services Voice and SMS
2. How can telecom companies compete with
Over the TOP (OTT) services?
3. What is the future of telecom companies?
4. What telecom companies should do to
improve their revenue streams
 Declaration of conflict of interest
Mr. Muhammad Farooq is
an independent research Manuscript title: Impact of Over the Top (OTT) Services on
consultant and Founder of
Buzdar Insights. He has more the Telecom Companies in the Era of Transformative
than seven years of Marketing
experience in world leading
telecom companies like
Telenor, China mobile, The authors whose names are listed immediately below certify
Maxis and ETISALAT in that they have NO affiliations with or involvement in any
Market Research, Customer organization or entity with any financial interest (such as
Experience, and Customer Lifecycle Management. As an honoraria; educational grants; participation in speakers’
independent consultant, Muhammad Farooq has helped bureaus; membership, employment, consultancies, stock
more than 20 startups in Business Development and ownership, or other equity interest; and expert testimony or
Strategy. He believes and advocates customer perception patent-licensing arrangements), or non-financial interest (such
based and data-driven company performance. He is also an as personal or professional relationships, affiliations,
academician and researcher. Based on 7 years of career knowledge or beliefs) in the subject matter or materials
lessons Farooq has authored two books "Customer discussed in this manuscript.
Experience Management: A Handbook to acquire and
retain valuable customers” and “50 Customer Experience Author names:
Lessons”. Besides publications, he also has produced more Muhammad Farooq
than 20 research papers published in well reputable Valliappan Raju
journals like International Journals of operations
management and Journal of social sciences research. His
research interest areas are Flexible Systems Management,
Transformative Marketing, Customer Behavior, Customer-
Based Brand Equity, and Customer Experience. He is also
pursuing his Doctor of Philosophy from Limkokwing
University of Creative Technology, Cyberjaya Malaysia.

Assoc. Prof. Dr. Valliappan

Raju is a Senior Lecturer at
the Centre of Post Graduate
Studies at Limkokwing
University, Malaysia. He has
earned his Doctor of
Philosophy degree (Ph.D.) in
Accounting Business stream
and Doctorate in Business
Administration in
Entrepreneurship stream. He was awarded Associate
Professorship and subsequently got appointed as Adjunct
Professor in Linton University. His area of interest
remains at Macroeconomics, Entrepreneurship and
Artificial Intelligence. Among 20 researchers under his
supervision, 11 scholars have been conferred Ph.D. award
as on December 2018. He has published 112 research
papers in International refereed journals as the main
author, out of which, more than 40 research papers have
been published in SCOPUS / ISI indexed journals. Vally
has fetched grants under Innofund Scheme, FRGS and a
proud recipient of FULBRIGHT scholarship for USA
articulation. His recent Key Note Speech at ICCI-SEM
Conference enabled him to serve as an editorial member
of three SPRINGER journals followed by ESN journals,
KPG journals, GRDS journals, etc. Assoc. Prof. Vally is
an active member of the World Economics Association
(USA) and was invited by Bernama Television of
Malaysia to discuss National Budget. His entrepreneurial
ventures include an educational institution in 2009 and a
research foundation in 2017. Vally, an ardent researcher,
thrives to calibrate the application of his researches to
serve for a cause. Presently he is affianced with his post
doctorate fellowship on AI research.

14

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