The result of developers enabling computers to answer, process and then interact with telephone callers – was the catalyst to creating the global industry we see today. It’s now the interactive platforms that reside with network operators, service providers and aggregators that enable delivery of a complex service specification – once the consumer has initiated the desired response.

This industry has always been at the forefront of commercialising almost every subsequent technological innovation (in the media & coms market) including; internet, wireless, Wi-Fi, broadband, 3G, 4G, IM, video, handset technology etc. This is in no small part due a strong entrepreneurial culture which focuses on “what” technology can do in the marketplace.

This process is ongoing with new technologies; where high development costs can start to be recouped with commercial applications – that not only enhance existing VAS but also help to drive new service and content propositions. It won’t be too long before everyone is using virtual reality chat and dating services, augmented reality games and enjoying live steaming options at events – so what this space for a glimpse into the future … of your phone bill!