And so is the battle in the larger war to capture the up-for-grabs market, with major players in the cable, ISP, Internet portals and pure-play VoIP space all heading for the front lines to capture at least a part of the $190 billion U.S. fixed-line telephony market, which the telecoms have pretty much had to themselves, the report adds.

"A fierce battle is emerging in the VoIP market, and is only one part of a larger war that is being waged on three (or more) fronts between telecoms and cable MSOs. At stake is the so-called triple-play, which is a market worth approximately $300 billion," says Ben Macklin, a senior analyst for eMarketer.

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