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Over The Top (OTT) Services refer to the term which has services that are not actually provided by the service providers that users subscribed with. These service providers could be telecom operators, cable TV operators etc and assessable on many different gadgets and devices. These services could be used in variety of devices such as mobile phone, smart phones, pads, tablets, notebooks, laptops and PCs. Such OTT services could be, for example, making a phone call using Voice over IP (VoIP) through internet instead of telecom operator, watching live TV on internet (Internet TV) instead of cable TV operator etc. Use of such services is entirely legal but it bypasses the actual service provider. Consumers use such services because they are way cheaper as compare to the services offered by the subscribers. As Internet is getting cheaper, faster and available almost at every place, people prefer to use OTT services. For instance, if we talk about telecom companies, their revenue continuously decline due to over the top messaging and voice services. Increase in completion and industry is getting complex day by day, operators must find out some more options to generate their revenue. Some telecom operators ban using of such services which can bypass their network and directly affect their revenue but this does not solve their problem as competition in telecom industry is increasing on daily basis. Instead, they should embrace the revolution in technology and adopt the way it changes. However, few telecom companies took a step forward in adopting new OTT services and hence introduced their own VoIP tariffs which charge their consumers an affordable amount on using such OTT services if they use their network. One of the examples of OTT Service is Over The Top Video. Nowadays Manufactures are providing Video game consoles, DVD and TV with a built-in wireless connectivity. These devices take content from internet and deliver and display on a TV set. Normally these devices do not need additional cable or extra information on how to work. These applications include online video streaming web sites. One of the advantages Of OTT is that it gives interactivity with the content. If you are watching some movie on TV obviously you cannot rewind or forward it. But OTT gives you this feature hence it gives you an opportunity to interact with the content. In addition to this you have a wide range of devices on which you can access material. You can access videos not only on your computer but also on your Laptop, smart phone, pads etc. Plus they give you more opportunity of interaction. You interact with the device more instead of just looking at the screen. While Connected TV only offer limited content and application. OTT TV is more than watching screen. It has changed our traditional TV viewing. By using Over-The-Top services, consumers get much benefit by using such services as they can enjoy such services at any time, any place and using any device which supports connectivity.
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