You can build your brand for years, investing in your network, value added services and advanced customer service tools. Then, one day, you realise a young upstart company is taking your subscriber base away from you with the promise of slashed prices.

The hottest ticket at Mobile World Congress 2014 was without doubt Facebook founder Mark Zuckerberg's session.

With the appetite for smartphones growing all the time in emerging markets, the field could be shaken up by Mozilla’s announcement of a low-cost device aimed at these regions.

With 5.2 billion of the world’s 6.8 billion mobile subscribers in the developing world, handset manufacturers and developers such as Nokia, Ericsson, Facebook and Mozilla, are renewing their efforts to connect and cater to emerging market consumers.

Now that the dust has settled after Mobile World Congress, I’ve had time to collect my thoughts following on from some of the conversations I had at the show.

2014 will be the year that operators trade gut and intuition for a new way of marketing – one that relies on big data analytics and science. 

We expect to see significant growth in OTN (optical transport network) technology across all regions of the developing world, mainly because of the reliance on mobile infrastructure vs. traditional telecommunications services.

In 2014, eCommerce will finally have an impact on the buying and selling of international communications services.

In emerging markets, investments in LTE networks will continue.

Operators are already spending billions on beefing up capacity to handle the tremendous increase in video and data traffic, but Google and Facebook are walking away with all the revenue.

The explosion of mobile data demand has triggered operators to make global investments to upgrade existing 3G networks and to build 4G infrastructure.

The World Bank has a list of 331 indicators on which they measure the 'health' of a country.

2014 will continue to be a year of 3G deployments and expansion in emerging markets, with the start of initial LTE deployments.

Two related, if not complementary trends characterise telecoms today in developing markets.

In the mobile industry, and especially in emerging markets, 2014 will largely see the continuation and acceleration of trends from the previous year: the unstoppable expansion of mobile data networks, increased competition in the low- to mid-range smartphone market, further innovation in the mobile money and mobile banking segments, and growing importance of mobile devices in everyday life, worldwide.

As a satellite communications innovator, we think there are a variety of applications worthy of investment, to meet demands for communications, entertainment, mobility, and convenience.

 I believe investments in system-level vectoring will continue to be on many emerging markets agenda for 2014.

Over-the-top content, VoIP over 3G, location-based services and gaming should see a strong year in many emerging markets.

After years of heavy Capital Investment on Infrastructure, customer acquisition and unsustainable price wars, priority is shifting in 2014 towards Business Optimisation to ensure profitability.

2014 is set to be a watershed year for contextual marketing. We will see service providers continuously engaging with customers and creating long-term goals of customer satisfaction and improving customer loyalty over a number of years.

Over-the-Top (OTT) services should experience strong growth in many emerging markets this year.

This year will be marked by the continuing tide of digital disruption and an accelerating pace of change in the telecom industry. In fact, potentially more of an acceleration than we’ve seen in the past.

Emerging markets are beginning to realize the benefits of IP-centric networks. A single IP network can transport multiple services, including voice, data, and the killer application, video.

Supporting ever-increasing consumer demand for fast and reliable mobile data access, service providers in developing markets are investing heavily in 4G/LTE. Operators continue to focus on ways to generate revenue growth from these significant investments.

Emerging markets are next in line for a data boom, but infrastructure is a big challenge.

Communications service providers (CSPs) in emerging markets achieved double-digit growth in recent years but are facing the ARPU pressures and slowing growth experienced by mature markets over the same timeframe.

If Big Data’s technological potential for new services enablement reached a peak of expectations during last year, 2014’s focus will rely on big data monetization.

Machine-to-machine (M2M) communications, the technology enabling a global mobile Internet of Things, is booming and will continue to attract investment in 2014.

In markets where there is a dominant mobile operator, it is likely that the industry will begin to see wholesale LTE networks being launched in order to address any concerns the operator has regarding the roll out of rural mobile broadband coverage and to assist with the ability to allocate spectrum fairly.

In 2014, JDSU predicts a focus on the notion of self-organization in the mobile backhaul network.