Telecom service providers and the over-the-top (OTT) content vendors have traditionally had a strained relationship. But OTT players will move into new areas such as mobile advertising, according to IDC.
Mobile operators are looking at leveraging their vast customer-database for mobile advertising business. But with ad networks becoming efficient with improvements in targeting-technologies, OTT players will not feel the need to work with traditional mobile service providers for content services. However, as the mobile platform gains significance, OTT players in the APEJ region will seek deeper ties with mobile operators for their bandwidth-heavy, media rich content provisioning, IDC says.