Smartphone penetration is the most crucial determinant of the addressable customer base. However, this must be put into context. Smartphones still make up the minority of the installed device base, and the addressable market is further curtailed by the limited availability of VoIP clients, both with regards to the operating system OS and UI languages supported. It is also true that smartphones are not a prerequisite for VoIP. 3's low-cost Skypephones are testimony to that.
Aside from the smartphone perspective, the key customer segments for mobile VoIP are the same as for fixed. Early adopters will make up the bulk of the smartphone segment and, although small in number, they will be vocal and influential. Operators should ignore them at their peril. Ethnic segments will want VoIP for international calls. Students are always keen to make a saving and already have access to fixed VoIP on campus.
The final key segment is business, although here VoIP is not only a useful cost-saving measure, but also part of an FMC approach to communications. Furthermore, operators are actually in a strong position to leverage the opportunity. As well as providing the integration and FMC solutions, they can offer the requisite quality of service and security demanded by enterprises.
Steven Hartley is a principal analyst for Ovum and is based in London
For more details on "Mobile operator responses to VoIP: the six steps" contact Tanisha Kaul