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Winning International Call Revenues

The revenue opportunity for international calling from the home network has typically been overshadowed by that of international roaming. International calling revenue throughout the wider telecommunications industry has come under pressure from a succession of innovations and substitutes. These have ranged from calling cards through to VoIP. From the early nineties onwards, operators saw the exponential growth and high margins from roaming and, unsurprisingly, concentrated on exploiting this opportunity.

With roaming margins under attack from spreading regulation and the cost of addressing growth opportunities such as prepay and data roaming, the time has come to look afresh at international calling markets.

This paper examines a number of international calling growth opportunities, analysing MVNOs, direct operator strategies and the emergence of Skype as a mobile service through the 3 networks. The key to accessing these opportunities is to address the personal markets with a recognisable international calling demand. This is the main theme of the paper.

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Table of Contents


1
Overview
1
2
Introduction
2
2.1
Background to the Report
2
2.2
Report Content
2
2.3
Currency and Conversions
3
3
Segmenting the Market
4
3.1
International Calling Market Segments
4
3.2
Conditions for Recognisable Market Segments
4
3.3
Addressing the Market Segments
6
4
MVNO Strategies
9
4.1
Lycamobile
9
4.2
Lycamobile Strategy and Implications for a Host Operator
11
5
Operator Strategies
13
5.1
Etisalat
13
5.2
dU
14
6
Voice over IP (VoIP) Strategies
18
7
Strategic Considerations for Operators
21
8
Recommendations for Further Action
24