(Image Credit: iStockPhoto/Christopher Badzioch)
Juniper Research predicts that over the next five years, revenue for over-the-top (OTT) voice service providers could grow fivefold as higher-quality VoIP calling becomes more widespread with the continued rollout of 4G and related network improvements. This forecast reflects a shift in how voice services are consumed and monetized in a market increasingly dominated by app-based communication.
The report, titled “Future Voice Strategies: mVoIP, Carrier OTT, WebRTC, HD Voice & Video Calling 2015–2020,” emphasizes that OTT voice apps must expand beyond core calling features to capture meaningful revenue. Most OTT providers offer voice calling at little or no direct cost, so they rely on complementary revenue streams such as in-app purchases, digital goods and premium features.
For example, the messaging app Line earned roughly $75 million from selling stickers during its first year, illustrating how non-voice services can provide substantial income. These kinds of add-ons—stickers, premium content, subscriptions, enhanced presence and integrations—are well suited to OTT platforms and can drive user spending without charging directly for basic calls.
(Image Credit: Juniper Research)
The growing strength of OTT offerings is expected to put pressure on traditional carrier voice revenues. In response, some operators are enhancing their own voice services by integrating technologies like VoLTE and Wi‑Fi calling directly into handsets and service plans. These carrier-led approaches aim to offer high-quality voice with simplicity and reliability that many users still value.
Another route for operators is adopting white-label OTT solutions provided by third parties. These platforms allow operators to offer a branded app that delivers rich communication services—voice, messaging and additional features—while connecting users across networks. White-label apps can be a faster way for operators to enter the OTT space and provide customers with the modern features they expect.
However, white-label deployments have had mixed results. Several carrier-branded OTT apps introduced in recent years, such as Telefónica’s Tu Me and O2’s TuGo, were later discontinued, underscoring the challenges of sustaining user engagement and differentiating offerings in a crowded market.
Ultimately, the research suggests operators need a clear strategy: either invest in carrier-grade voice that competes on user experience and reliability, or embrace OTT models and focus on monetization through value-added services. Whichever path they choose, success will depend on delivering features users want while finding sustainable revenue models beyond basic calling.
Do you think white-label OTT services make sense for operators? Share your thoughts in the comments.