Viber, Skype, WhatsApp are some of the apps on our smartphones which have become a daily and integral part of our lives.

There might be some people who would be using these even more than the normal caller dialling and messaging options.

Why not – it’s cheaper and only requires data or internet connection which is Fiji’s is today widely available.

Whilst we use it daily, we surely forget to realise the big threat our telecommunications industry globally is under.

Why wouldn’t it be given that the money people would be using to make calls or send messages internationally paying higher rates, or even locally, are now just using these apps with internet to do so.

It has not only become a cheaper option, but also it is a convenient method. Data subscriptions have become an integral part of Vodafone Fiji, Inkk and Digicel as the mobile service providers.

As for Telecom Fiji Limited, its subsidiary, Connect, which is an internet service provider (ISP), the challenge is to deliver the best internet services.

So whilst on one hand TFL might lose out through loss in revenue calls, Connect would be able to pick things up with its internet services.

It’s all about being innovative and giving something to customers which meets the current trends, needs and demands.

TFL is indeed being innovative and has developed its own app similar to the ones mentioned earlier. It’s called Talanoa and is currently being trialled.

If successful, it will be a big win for TFL to make its name in a local, and possibly international, market space.

But even then, this might not be enough to stay at the top of their game.

TFL has recognised the fact that the shift is there in telecommunications industry and the threat the global industry is under.

Complacency is something that cannot practiced as global technological trends are ever changing and innovation would be the way to go.

TFL, and indeed all telecommunications companies, continuously need to review their plans, strategies and business models to be able to deliver the best and first to their customers.

Fiji, is not far behind in technological trends and in fact, would even be on par with Australia and New Zealand arguably even ahead in some aspects.

But we are indeed ahead of other Pacific Island countries as far as technology is concerned.

It is up to our telecommunications companies now to ensure this is continued but recognising the threats and turning them into opportunities.

RACHNA LAL

Feedback:  rachnal@fijisun.com.fj