Study on Use Cases and Business Models of New Calling

The telecommunications industry is entering a new era of intelligent communications, where traditional voice and video services are evolving into immersive, interactive and AI-powered experiences. The GSMA’s latest white paper, Study on Use Cases and Business Models of New Calling, explores how 5G, artificial intelligence (AI), IMS Data Channel (IMS DC), augmented reality (AR) and extended reality (XR) technologies are transforming calling services into a powerful platform for innovation, customer engagement and revenue generation.

New Calling builds on globally recognised standards developed by 3GPP and the GSMA, enabling operators to move beyond conventional voice communications and deliver richer, service-based experiences. While China has led commercial deployment at scale, operators across Europe, North America, the Middle East and Asia-Pacific are actively trialling and exploring New Calling services as part of their digital transformation strategies.

The white paper highlights a range of consumer and enterprise use cases that demonstrate the commercial potential of New Calling. Consumer-focused services include celebrity video greetings, interactive “Fun Calling” experiences using AR and AI-generated effects, real-time language translation, AI-powered fraud detection, and speech-to-text conversion services that improve accessibility for hearing-impaired users. These innovations enhance engagement, personalisation and inclusivity while creating opportunities for operators to monetise premium services and digital content.

For enterprises, New Calling introduces entirely new ways to engage customers and deliver services. Examples include intelligent voice banking that combines voice, AI assistants and interactive mini-applications; in-call video experiences that transform calls into marketing and customer engagement channels; and AI-powered health assistants capable of providing medical guidance, appointment scheduling and service support directly within a call. These applications demonstrate how communication services can become integrated digital service platforms rather than simple connectivity offerings.

A key theme throughout the report is the emergence of a new value chain. Mobile network operators play a central role, connecting application developers, AI providers, device manufacturers, content creators, enterprises and end users within a broader ecosystem. By exposing network capabilities and supporting innovative applications, operators can create new revenue streams while enabling partners to develop value-added services.

The white paper also examines the business models underpinning New Calling. For consumers, monetisation opportunities include subscriptions, premium content purchases, usage-based charging and advertising-supported services. For enterprises, operators can offer direct connectivity services, hosted software-as-a-service (SaaS) platforms, or work with third-party ecosystem partners to deliver industry-specific solutions. Additional opportunities include API monetisation, platform commissions, advertising revenue and revenue-sharing agreements with content and application providers.

Looking ahead, the report identifies New Calling as a significant growth opportunity for the telecoms industry. As AI-enabled communications become more intelligent, personalised and interactive, operators have the opportunity to transform calling from a traditional utility into a digital service platform that supports both consumer innovation and enterprise transformation. Success will depend on strong ecosystem collaboration, open standards, sustainable business models and continued investment in innovation.