Mobile VoIP Model Must Change

The use of Skype is being limited if not outright banned by operators ranging from AT&T Inc. to Deutsche Telecom AG. But rather than positioning mobile VoIP, and its toll bypass capabilities, as a blatant threat to operator revenue, some providers are positioning themselves as a carrier-friendly part of the ongoing trend toward personalized services.

“There’s an increasing level of confidence from traditional telecom players in IP telephony and IP services in general – it’s very relevant for 2009,” said Paul Naphtali, vice president of global marketing at Web telephony company JAJAH, in an interview. As carriers begin to clarify their strategies around IP services, and as the popularity of the Apple App Store and other widget markets continues to explode, “customers have a demand for a new services mix that is microtargeted and highly customized, and operators know they can’t do it on their own, so there is an immense need to find partners that can give them value-added services they can offer quickly.”

“With users demanding a level of tailoring for their needs, and operators focusing more on retention instead of growth, that’s where mobile VoIP services can enhance rather than detract from existing services,” said Naphtali. “Suddenly VoIP is no longer entirely competitive.”

Taking Mobile VoIP Beyond Cheap and Scary

Truphone’s application integrates chat on many platforms, like the iPod Touch.

IP operator Truphone has a vision of taking the mobile VoIP model beyond cut-rate international calling by adding voice service to alternative communication forms like instant messaging, social networking and texting. The service provider has traditionally acted as a mobile VoIP alternative to existing wireless operators, but with customer bases that are increasingly disloyal and more concerned with devices, applications and services rather than networks, that’s changing to a more complementary relationship.

“It’s really about being a new type of mobile operator, who understands that the way people communicate is very multimodal,” James Tagg, chief architect at Truphone, told VON. To that end, Truphone has spent the last few months on IM-voice integrations for as many platforms as possible, from BlackBerry to the iPhone. It expects to add many more mash-up services going forward.