Wi-Fi calling is a relatively new addition to the portfolio of communication services offered by traditional telecoms operators. For subscribers it offers voice calling in locations with poor or no cellular coverage, and when Wi-Fi is simply more convenient.
For the operator, it offers a means to free-up valuable bandwidth for subscribers that only have cellular access. It also keeps the subscriber connected to the telco’s brand in situations where they might have traditionally turned to OTT applications. Wi-Fi calling extends the subscriber’s interaction with the operator brand, and enriches the customer experience. But in order to retain these benefits of Wi-Fi calling, it is essential that operators are prepared to iterate, adapt and evolve their solutions to meet changing technical needs and market demand.
Operators have rolled out Wi-Fi calling extremely quickly. By fore-going the usual step of industry standardisation, the journey to launch has been dramatically accelerated. Although some standards exist that define how the service can be supported natively on a phone, the broader design of how it should be integrated into existing networks and supported between operators has yet to be determined. This means operators can quickly launch services without the delay and complexity of defining and complying with industry standards that aren’t (yet) essential.
This model of innovation before standardisation is a healthy move for the telecoms industry, allowing a faster, less expensive route to market. However, operators must find a way of continually matching OTT players’ speed of evolution step for step. Companies such as Google, Skype and Facebook frequently adapt their offerings to meet changing market needs. They own their service platforms and have unhindered access to modify their software systems. Such efficient adaptation is traditionally difficult for operators, because their networks are constructed from equipment supplied by third party vendors, and only the vendors can implement changes – a painfully slow and typically very expensive process.
The speed at which Wi-Fi calling has been brought to market is encouraging: however agility – that is, continually reacting to subscriber demand – must persist if operators want to retain the advantage. They risk falling behind the competition if their solutions are not easily adaptable. They must also be mindful that technology will evolve, best practice will emerge and standardisation will eventually catch up. On top of the market needs, this will produce an additional series of required modifications for Wi-Fi calling.
Due to the long-term need for flexibility, having an openly adaptable platform is an ideal choice for a Wi-Fi calling service. As the need to change, extend and enhance the service becomes apparent, with open systems operators can undertake implementation without following the slow and expensive “Vendor Change-Request” model. Instead, their own developers can undertake some changes themselves, their systems integrators and independent third-party software developers can cover the rest. The operator has free choice and can select the fastest, most cost-effective method. It saves money and time – and consequently enables sustainable, agile evolution.
Operators must be able to develop Wi-Fi calling with rapid, continual service improvements to meet changing requirements. Open systems offer an agile and cost-effective model for creating new iterations of a service, or improving it with additional functionality that will positively differentiate it from competitors’ solutions.
Operators and subscribers are already clear on the benefits of Wi-Fi calling. However, careful consideration of how solutions will need to evolve is required if operators are to maintain the quality of customer experience necessary in today’s ultra-competitive marketplace.
By Mark Windle, Head of Marketing, OpenCloud
