A STUDY ON MUTUAL INTERDEPENDENCE AS MEASURAE OF SURVIVAL WITH REFERENCE TO TELCO FIRMS AND OTT PLATFORMS

In an effort to find a solution to the complex problem of running operations cost-effectively while keeping
tariff rates as low as possible, this study proposes mutual dependency between mobile carriers and overthe-
top (OTT) companies. Because OTT services are becoming more popular and OTT players need to
monetize their services. In the article, this opportunity is quantified, and triangle of interdependence model
is mentioned. These models explain the interconnectedness of customer acquisition, service delivery, and
revenue sharing through bundled pricing. Triangle of interdependence model is based on the inferences of
126 respondents in th6e age group of 15-35 in the city of Mumbai. In the paper, it is clearly discussed why
OTT players should collaborate and how doing so will increase revenue potential for both telecom and
OTT providers.