According to a survey conducted by mobilesquared of more than 60 mobile network operators (MNOs) worldwide, 96%of mobile operators acknowledged the benefits of over-the-top (OTT) partnerships. In fact, the survey predicts that the global mobile operator opportunity for OTT communication will be worth $42.9 billion by 2018. While MNOs once viewed OTT services as a threat, most are now recognizing the potential that these services provide.

While larger network carriers can maintain the bulk of the mobile subscribers worldwide, OTT services give smaller operators an opportunity to increase revenue generation and market share by layering services on top of existing subscriptions. This opportunity for revenue generation – as well as the opportunity to steal away customers – also increases greatly with OTT services that are carrier-agnostic, allowing smaller carriers to “attach” or add the service as a layer to essentially any existing mobile service (a true cross-carrier Telco grade service delivery).

To improve subscriber attraction and retention – especially among BYOD deployments – MNOs should consider leveraging holistic multiple phone line management services,such as Movius myIdentities. MyIdentities enables the user to easily separate business data, calls and text messages from those that are personal, all with a simple swipe on a single mobile device. It also allows users to leverage a simple, subscription-based pricing model (allowing for a “pay as you go” business model), as well as separate invoicing for business and personal charges – saving time and effort for both the user and their company.

In addition, services such as myIdentities enables customers to keep their devices longer and gives them the flexibility to use their devices on any mobile carrier platform. This flexibility enables MNOs to gain new voice and data revenue streams on devices that typically were not accessible (e.g., voice revenue from a Wi-Fi-only tablet or enterprise data revenue from a containerized employee device enabled with split billing).

Enterprises and SMBs seeking to deploy multiple phone line management services as part of their BYOD policies, should leverage services that offer both VoIP (Cellular data 3G/4G/LTE or Wi-Fi, which is becoming pervasive) and cellular TDM. By offering both, mobile workers can experience a significantly higher quality of service and improved user experience. As soon as users step away from their Wi-Fi connection, the phone service instantly and seamlessly switches over to cellular data or cellular TDM (when Wi-Fi or cellular data is not available), allowing the same quality of service to continue for the user. This can mean the difference between having your sales rep close an important deal and having the call drop off during travel. These services allow businesses to reduce expenses; increase worker productivity; and increase mobile security and business continuity.

It’s an exciting time for the telecom industry. Carriers need to continue to innovate to remain relevant against OTT players and to provide customers with the solutions they need to best address BYOD growth. And while mobile carriers need to acknowledge the shift in customer preferences while continuing to find new ways of generating revenue, businesses should recognize how OTT services such as multiple phone line management can help them in their transition to a successful BYOD program.

Amit Modi Chief Product & Technology Officer