• Over-the-top (OTT) services – An increasing menace for the wireless telecom service providers has been the rise and rise of OTT. Its simple, if I can talk and see my family halfway across the world by using WiFi, then why would I use my phone minutes? Skype, WhatsApp, iMessage and many similar mobile applications have reduced the need to be dependent on the cellular network. Going forward, this scenario is only going to get worse. Vodafone has introduced bundled plans and partnered with OTT services to do some damage control.