Cost optimisation, customer service, smart devices, and mobile app ecosystems will be the top trends to watch in 2012, according to Ovum.

The independent telecoms analyst firm said that in 2012 cost optimisation will become increasingly prevalent, operators will make customer service improvements, and smart devices and mobile app ecosystems will continue to be a catalyst for significant changes in operator strategy.

“Cost optimisation is growing in importance as operators will face tougher competition and margin pressures during the next 12 months," says David Kennedy, Ovum research director.

Early action is being taken through relatively simple measures such as passive network sharing and the outsourcing of non-core functions. However, in this tough new data world, operators should consider more aggressive cost optimisation strategies such as backhaul and active infrastructure sharing in 2012, notes Kennedy.

The other key telecoms trends in 2012 will include an explosion of interest in customer service. Ovum analyst Nicole McCormick says that numerous operators are spending heavily to improve customer service.

This includes investment in areas such as 24/7 customer service, weekend customer service/fault repair calls, and addressing customer problems over social networking services such as Twitter and Facebook.

"Customer service can be a key distinguishing factor for telcos, but any efforts must involve the entire organisation and ultimately result in cultural change," adds McCormick.