By Timo Ahomäki
18 May 2015, 17:05 p.m.
The nearly ubiquitous Wi-Fi availability increase in the western world has had a huge impact on the success of OTT service providers, many of whom have been instrumental in shaping the digital needs and expectations of customers. Wi-Fi calling and messaging services have now become a feasible alternative to the lengthy and often expensive data-heavy contracts that are available from traditional mobile operators. This has given rise to the ‘semi connected consumer’ – consumers who often either opt out of data plans, or use data sparingly in return for subsidies on the price of their smartphone or very cheap contracts.