Telecom businesses must now deliver seamless, high-quality voice transmissions, multimedia services and high-speed data transfers in multi-device and mobile environments. Traditionally, telecom's have been very quick to react to new developments and technological advances, such as the internet and cell phones. However, they seem to be faltering, especially in the area of revenue generation, with their latest challenge — OTT content providers.
Ever since modernization, the world of telecom industry has changed drastically to new advancements. Catering the new requirements and the growth is phenomenal in terms of wireless connectivity and its transmission. From early modes of communication like telegraph & voice over to Over the Top (OTT) went up, changed the telecom industry more than just any other type of business. OTT stands for “over-the-top,” the term used for the delivery of film and TV content via the internet, without requiring users to subscribe to a traditional cable or satellite pay-TV service. Over the top (OTT) is a media distribution practice that allows a streaming content provider to sell audio, video, and other media services directly to the consumer over the internet via streaming media as a standalone product. The global OTT service provider market is highly fragmented, comprising many vendors, both international and domestic. With international players increasing their presence in many regions, domestic vendors are finding it difficult to compete with them in terms of quality, features, safety, and price. Some top OTT content providers are Akamai Technologies, Apple, Facebook, Google, Netflix, Tencent Holdings, Active video, Brightcove, Flixfling, and Microsoft. On a national level, the focus will change to a more holistic digital agenda that creates greater incentives throughout the entire value chain. However, this could increase the risk of fragmentation at the global level.