Telefonica O2's acquisition of mobile Internet telephony company Jajah reported by the Times reflects a dramtic change in the approach of operators to the potential of the mobile voice over Internet Protocol (mobile VoIP) market.
For many years traditional operators have viewed the development of mobile VoIP simply as a threat to their call revenues. Some service providers even adopted a strategy of blocking VoIP access from their networks or branded handsets.
But with the unstoppable rise of new generation smartphones led by the iPhone and other recently released devices such as Google's Nexus One and Palm Pre, mobile operators have been forced to re-think their strategies.
Mobile operator 3 was the first UK provider to exploit the mobile VoIP opportunity. It's partnership with Skype enabled it to secure its place in the market. Despite the arrival of new competitors including Google Talk, Skype continues to lead the way with its 480 million worldwide user base.
But with consumer VoIP inevitable destined to become a commodity mobile operators must create new differentiated services that offer more than just cheap calls.
By its £130 million Jajah aquisition Telefonica O2 shows that it means business.






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