Despite initial resistance, cooperating with OTTs instead of competing with them, shows the greatest gains for telecoms

Over the past couple of years, we have seen rapid growth in the mobile app market. The reason for that can be found in  consumer demand for high speed mobile internet and the increasing penetration of affordable smartphone devices. Telecoms were in an unfavorable position, endangered by fast paced and lean “virtual” competition. Competition which was not bound by regulation, country borders or coverage, and telecoms needed to react fast. Since 2008 when Apple introduced the App Store,  telecom operators have tried a number of approaches in how to deal with the threats from OTTs and how to compete with them. 

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