(Image Credit: Vodafone)
Many mobile operators are turning to WiFi-based solutions to ensure customers stay connected where cellular signals are weak. For example, UK carrier Three offers an app that enables voice calls over WiFi using a customer’s mobile plan, while EE leverages built-in smartphone features to provide WiFi calling without requiring a separate app.
Today Vodafone announced it has enabled native WiFi calling on compatible handsets across its network, aiming to make connectivity seamless “whether you’re stuck in the basement, in a home with thick walls or on the London Underground.”
The service is straightforward to use and avoids the sometimes complicated process of installing and configuring third-party VoIP applications. Another advantage is that Vodafone’s WiFi calling lets customers call anyone regardless of which operator the recipient uses, or whether the recipient is on a cellular network or WiFi at the time.
Dave Fraser, CEO of Devicescape, commented: “Vodafone’s launch of WiFi Calling is another important acknowledgement that the connectivity needs of today’s smartphone user can only be met with a combination of cellular and WiFi. In particular it highlights the challenge operators face in providing reliable indoor coverage. However, if mobile operators do not address the quality, simplicity and security of their customers’ WiFi connectivity — to bring the experience in line with that available on the cellular network — services such as WiFi Calling will be fundamentally limited.”
He added that a comprehensive connectivity management service is the solution: “A service that manages each user’s total smartphone connectivity is the answer. By managing connectivity in real time such that users get automated access to the best available connection — WiFi or cellular — mobile operators can deliver the consistency of experience their customers demand. And by blending the huge resource of public amenity Wi-Fi into the mix, operators can match that consistency with truly ubiquitous connectivity.”
In recent months Vodafone has rolled out several network improvements including HD voice, 4G+ through carrier aggregation, and the Vodafone Rural Open Sure Signal programme, which aims to bring mobile coverage to remote communities for the first time. The operator also announced a £2 billion investment into its network for 2014/15, demonstrating significant commitment to expanding and improving service, though sustained investment will remain important.
Mark Windle, Head of Marketing at OpenCloud, observed: “Agility is required throughout the life-cycle, not just at the start: operators will need to continue to adapt and evolve their services over time to meet changing technical and customer requirements. Minimising initial costs when launching WiFi calling by implementing fixed hardware solutions may be tempting, but early savings are likely to fall short of the total saving and additional value delivered by flexible, adaptable solutions.”
What do you think about WiFi calling solutions? Let us know in the comments.