i do not really see it. if they are successful the big telecom giants will move to flat price unlimited calling knock them to the side. they seem to be oriented too squarely at competing with the big guys. i companies i see success for are the ones with a totally different mentality. the ultra cut rate priced discount SIP operators that will remain cheaper than the big guys no matter how low the big guys go. they can do it because they are not spending on advertising or having to pay back VC. instead they simply operate on razor thin margins but have models to earn profit on every sale starting from the first. these companies will grow over time similar to the successful discount calling card companies that they will be replacing.

i might feel differently if their(truphone's) discontinuation of free calls was not replaced with about the highest SIP pricing in the industry.

It will be interesting to see how this all plays out, that's for sure.