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In 2015, Ovum expanded its six-year Asian mobile industry survey to a global audience. What we found was that operators are taking a much more realistic stance on the state of the industry, compared to previous surveys of the last six years (which focused only on Asia-Pacific).


  • The key way for telcos to differentiate from OTT players is by ensuring unrivaled QoS for both voice and data services. Some 40% of respondents agreed, which represents a 10 percentage point gain from Ovum's 2013 survey.

Features and Benefits

  • Discover, from the service provider perspective, key service differentiators, best pricing practices, how best to partner with OTT players on content, and what will drive incremental revenue over the next five years.
  • Learn about network bottlenecks (e.g. RAN capacity), when operators expect to decommission legacy networks, and operator launch timetables for VoLTE services.

Key questions answered

  • What is the key differentiator in the mobile market, and how has this changed over the past six years?
  • When do mobile operators expect to decommission legacy mobile networks, and how does this compare to the timing of copper network closures?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Market status

  • Quality of service reigns supreme in LTE-driven world
  • Data volume-based tariffs preferred over unlimited data
  • Telcos should develop minimal own content or even none at all
  • OTT collaboration on TV/video to earn the most revenue
  • Third-party content costs to increase, say 55% of respondents

Market dynamics

  • Access capacity comes under more pressure due to LTE
  • LTE trumps Wi-Fi as best way to handle data traffic growth
  • Almost half of respondents eye VoLTE launches in 1–2 years
  • Half of respondents plan 2G network closures in less than 4 years; the remainder see this stretching out to seven years or more

Market outlook

  • Consumer cloud video tops list as biggest incremental revenue source by 2020, but telcos can't rely just on that
  • Mobile operators believe they will increase dominance over fixed broadband in five years
  • Mobile operators prefer tiered voice by 2020; integrated operators' much more favorable on unlimited voice


  • Methodology
  • Further reading
  • Author

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