Over-the-Top (OTT) services should experience strong growth in many emerging markets this year.
Rather than directly competing against each other, we expect that many OTT providers and telcos will develop smart strategies and form win-win partnerships. Although OTT services are currently offered free of charge to users in many emerging markets, OTT services will not likely remain free forever. These win-win partnerships between OTT providers and telcos will enable OTT services to be offered at low service costs and attract a wide customer base for many years to come.
We also anticipate that telcos and other communications service providers in 2014 will begin to strengthen their competitiveness through improving their customer care, sales and marketing operations and the IT systems that support these activities. We see this as essential for any service provider to enhance its customer relationships and improve its brand loyalty, especially as competition slowly appears in many countries across emerging markets.
In addition to these two major trends, we also expect to see an increase in the replacement of 3G with Wifi-offload services.
Lastly, SaaS and Managed Service are a big trend that we expect to growth in emerging markets. It is a new idea for service providers in emerging markets, although a smart investment when compared to the costs of large systems.
Le Anh Tuan is the General Director of FIS Global, a member company of FPT Information System Cooperation.