The Threat of OTT Players
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Reference to the order number 113311 please add for me around 300 words discussing the strategies followed by the telecom operators to face the OTT providers threat.
Please use recent journal articles and mention three examples of telecom companies that applied strategies to face this threat.
SAMPLE ANSWER
The Threat of OTT Players
Almossawi (2012) give that strategies to avert the situation include the telecom industry engaging in rebranding. The telecom companies need to rebrand their products such that they provide products that are competitive to those of the players. In 2010, Everything Everywhere rebranded itself EE to maintain its competitive advantageous in the British market. Another strategy related to the above one is to adapt to the changing customer preferences for current services (Jho, 2013). For instance, bundling has been used by telecom industry to cut the fierce competition from the players. This strategy involves employing new mobile tariffs that are speedy, plentiful, and has SMS that have no extra costs. For instance, the mobile operators are able to provide pay-TV bundles and fixed broadband bundles. Mobile operators are sure that when they give their customer bundling services, they considers it cheaper and can hardly change like those with single services Another strategy to avert the situation is to collaborate with the OTT players. For instance, Vodafone collaborated by YouTube to raise revenues from sporting events. This was observed in 2010 world cup in Brazil. Almossawi (2012) argues that telecom companies merging with OTT players as third parties to cut cost of production. For example, Orange merged with T-Mobile to form Everything Everywhere to cut down operational costs. Leah (2014) gives that the best strategy to deal with competition from OTT players is by reviving the previous relationship between the companies and customers (Kreutzer & Land 2014). The industry has to confirm that it can still give the services it used to give before the OTT players invaded the telecom market. For instance, in 2013, Vodafone instituted a campaign to remind its customers that its services have been added by announcing offers and bonuses.
References
ALMOSSAWI, M.M., (2012). Customer Satisfaction In The Mobile Telecom Industry In Bahrain: Antecedents And Consequences. International Journal Of Marketing Studies, 4(6), Pp. 139-156.
JHO, W. (2013). Building Telecom Markets: Evolution Of Governance In The Korean Mobile Telecommunication Market.
Http://Dx.Doi.Org/10.1007/978-1-4614-7888-1.
LEAH, M. (2014). The EU Approach To Net Neutrality: Network Operators And Over-The-Top Players, Friends Or Foes. Computer Law & Security Review, 30(5), 508-520.
KREUTZER, R., & LAND, K.-H. (2014). Digital Darwinism: Branding And Business Models In Jeopardy.
SHEEHAN, M. (2010). Why Is Ramsey Pricing: The Case Of Telecommunications Regulation. Journal Of Economic Issues (Association For Evolutionary Economics). Vol. 25(1), P21-32.
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