Be the first to like this
If operators adopt a wait-and-see approach to OTT entrants they will lose.
The famous Darley and Latané “smoke in the room” experiment showed how people failed to react to warning signs if they were surrounded by cohorts who pretended nothing was happening.
As OTT players enter the mobile industry, telecoms operators too risk sitting around watching the smoke creep under the cracks in the door. When Google entered the fixed line internet market in the US, it didn’t offer marginal improvements over rivals at 20 or 30MB/s but went in at a full 1GB/s, catching all the incumbents by surprise. Players like Google, Facebook and Amazon are simply playing a waiting game, mollifying operator concerns until they occupy a position of strength to exert change. At that point, it may well be too late for operators to react.