Over the Top, Everywhere

One reason virtually every service provider now worries about "over the top" apps that compete with carrier vertically bundled applications is that every customer segment now has access to over the top services. In the consumer market there are independent VoIP, video, IM and portal-based applications disassociated with any particular carrier. In the small and medium business space there are hosted PBX, managed security and business VoIP offerings. In the enterprise there are managed services put together by large system integrators. Note also that Cisco has become one of the largest managed service providers. On other fronts there is growing pressure to unlock mobile phones so any device can be used on any network (GSM, CDMA or Wi-Fi). That's not to say we have reached the end of all vertically-bundled apps. It is simply to note that horizontal, unbundled apps grow with each passing day. And that the ability to customize, in the business space, and personalize, in the consumer space, increasingly becomes a primary value add.