Analysys Mason predicts the technology, media and telecoms trends that will be making an impact over the next 12 months.
1. Monetizing network investments in broadband infrastructure will be a top priority in 2015
- Operators will reap the benefits of growing data consumption in 2015 as many markets return to growth. LTE provides the ability to create larger data allotments compared with 3G (at higher prices) supported by ever more capable devices. 4K video will start to appear, driven by smartphone uploads, which will help to drive data consumption.
- Momentum will build around voice over Wi-Fi, and VoLTE will join later as an integrated proposition (and using the same IMS components). Launches will be driven by the need to address indoor coverage issues, but will also stimulate operators into evolving the 'communications app' both as a native device capability and an over-the-top (OTT) service extension.
- Fixed–mobile service bundles will become mass-market propositions beyond early successes in markets such as France, Portugal and Spain. The pace of transformative market consolidation will accelerate.
- Many more operator LTE networks will implement policy and prioritization features to support voice and video as well as differentiated services. The focus on end-to-end service management will be a worldwide phenomenon, but North America will lead the way in 2015.
- Many more operators will deploy VoLTE services in 2015 and beyond. Some will actively market HD voice quality, but the value of this to customers is uncertain – particularly given limited interworking in the short term. Operators should be aiming to collectively improve the user experience of operator voice in the face of increased competition from OTT VoIP services.
- At least one operator will launch a commercial eMBMS service to support multicast video services for sporting events and other live events.
- In addition to addressing enhanced consumer broadband demand, operators will continue the push to offer more differentiated services for small and medium-sized enterprises (SMEs). This will require enhanced customer self-service, hierarchical billing and end-to-end service management.
- Operators will start to roll out identity management for enhanced SME services as they increasingly support, for example, the bring-your-own-device (BYOD) trend. Leadership of these services will be focused in North America, where both AT&T and Verizon are pursuing this opportunity aggressively.
- Operators will de-emphasise selling customer data to advertisers, but will become more effective in analyzing customer data for real-time service offers.