The internet is becoming more of a lifeline for the people as their hunger for data consumption is exploding. The e-commerce, socializing needs and online discussion forums have made the internet based applications a necessity across all age groups. From text messaging to video calling or from internet surfing to watching entertainment videos, everything is witnessing exponential growth, leading to huge traffic for mobile networks. With the rising consumption demand for quality and speed such as for HD and 4K videos, data traffic is expected to grow with a factor of 10 during the coming six years.
Falling revenues, partly resulting from Voice becoming a commodity for which operator can no longer charge, and partly from fixed price data buckets growing in size and dropping in price, or becoming unlimited within the all-you-can-eat concept. The fact is that the cost of mobile operations is overshadowed by the drop in selling prices. Under this pressure, the uptrend for Operators’marginsis maintained partly due to intense pressure on Vendors and resulting price erosion on Network Equipment.
It can be argued that this relation is unfair, but it is naïve to expect that regulation will force OTT to subsidize Telco. Nor would this be needed, as we are observing the forceful entry of Digital Advertisement into Mobile. Reason for this is two-fold. One, End users want their data and their service no matter what, and as service consumers in the OTT space, they are happily accepting advertisement consumption as the means of payment.Two, Advertisement Industry in the shift from analog to digital has their aim set on Mobile. This can be observed in the tremendous growth that the advertising space is seeing, currently around 35% per year, and expected to carry on the same trend for at least half a decade more or may be with a marginal decline (up to 10%) due to saturation.
Previously there have been various attempts at getting ad-sponsoring into the business case of the operator. Early trials involved inviting people to listen to commercials before, after or during voice calls, this way the call would be free of charge for the subscriber, and the operator is paid through the advertisement. However, this concept falls flat, partly due to the relative inconvenience for the end user, but mainly, as a result, of voice minutes becoming an un-chargeable commodity, as mentioned above.
The BlockChain is under development, and the related Crypto currency JoorsCoin is in the process of being coined. The concept is received by the market with great expectations, and the consortium foresees a fast establishment of the eco-system that promises for removing the inefficiencies at the same time as introducinga much needed transparent remunerationscheme.
“The space of ad-sponsored data is drastically under-exploited. The inefficiencies in today’s value chain are notable. Fraud, typically carried out through bots, are taking out large chunks of the revenue that should go to the service provider. Middlemen, without any clear role are able to extract values in an unmotivated way. We are creating JoorsChain to take care of this. First deployments are already under way” saysCarl Aspenberg, CEO of the company.
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