Even though voice services are ubiquitous and have seemingly become as ho-hum a commodity as milk, voice quality is still a critical measure for carrier success. In many cases, minor improvements in voice quality have had significant impact. For example, Sprint’s famous “pin drop” ads, first aired in 1986, lauded the long-distance carrier’s improved voice service, occasioned by the launch of its coast-to-coast fiber-optic long-distance network. The ads created brand awareness and excited consumer interest while the improved voice service bolstered the corporate image and increased market share.

More recently, television, another “boring” commodity, took on new excitement (and benefitted from significantly increased revenue) with the introduction of digital transmission and HDTV. Consumer willingness to invest in expensive new HDTV equipment to enjoy more “life-like” viewing suggests that improved quality of experience is important.

Today, a similar revolution is gathering strength in the form of high-definition voice communications, or HD Voice. When consumers can finally experience this new technology firsthand, adoption is likely to move forward quickly. Because mobile users normally adopt new technology rapidly, replacing their mobile devices on an average of every 24 months, demand for HD Voice is expected to be high, and availability across mobile networks is expected to accelerate.