Vivox was included in a recent Juniper Research report entitled ‘Mobile Voice & Video Calling: Strategic Opportunities & Business Models 2011-2016′ in which the analyst firm predicts that the role of voice in communications is changing, with voice becoming increasingly available as an extension.
I don’t necessarily disagree with Juniper and even Om Malik who also believes “voice has been reduced to being an app.” We’ve seen for ourselves the demand for voice apps – the response to the new Bobsled mobile apps has been hugely positive. However, from my perspective, voice as an app is an oversimplification. Yes, access to cheap or even free voice calling will become more prominent especially as long distance and international calling becomes more affordable. In that regard, apps are a great solution for voice, and in certain instances it is that simple.
However, as an industry, it seems to me we’re focusing on the wrong things. Rather than simplifying “voice” and “calling” as we know it today, and frankly have known it for the last 80 or so years, we should be focusing on how to make the experience better for the end user. We should be striving to utilize improved technologies to create an experience that makes more sense.
For instance, when we say “voice” it’s more than a p2p call or replacing today’s landlines or mobile minute plans. It’s giving the user a choice about how they want to communicate (text, voice, video), in what instance they want to communicate (synchronous or asynchronous), and from what device or connected experience they’re using.
Looking at this from the perspective of our clients and partners, brands today have an opportunity to bring in features that enhance their communities, extend their reach, and empower their users to share their brand like never before. For instance, Bobsled gives T-Mobile the opportunity to touch users who have never held a contract with them. Similarly, an online game company that allows their users to call out via PSTN, gives them access to potential and current consumers on a medium that was not previously possible.
Voice, and more specifically VoiceEverywhere, isn’t about simplifying and devaluing communication, rather, it should be about creating a better experience for consumers and how brands can leverage this to create value for themselves and their users.
What do you think? Will voice be relegated to a simple app, or are mVoIP providers missing the bigger picture?