This focused presentation outlines the multiple reasons that EVS Transcoding is rapidly turning from a competitive advantage to a competitive imperative for carriers. One of the most compelling reasons is that cellular infrastructure costs such as spectrum, tower real estate and associated restrictions, along with the expense of RAN equipment is depleting the carrier’s ROI. Not only is there improved ROI for the carrier, but the customer experiences better audio quality (QoS) and therefore ‘stickiness’ – which is what every carrier is after.