Pipeline Publishing, Volume 5, Issue 6
This Month's Issue:
IMS: the Way to True Convergence?
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Is IMS the Golden Goose?

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provisioning, inventory, and the service provider's business model play a vital role in IMS. The infrastructure must be always on, always available in direct response to the consumer demand for anytime, anywhere access. It must be configurable for user preferences allowing service providers to provide an individualized experience and offer customizable products, services, and content. Supporting any product at any price with any form of payment is required for e-commerce. The billing system needs to support legacy services in addition to real time, instantaneous transactions that provide a complete transaction at the time of purchase to subscribers.

Delivering products on demand supports the digital lifestyle in which consumers require instant gratification through applications, content, and e-commerce. Network architecture and design must support a container for these services and devices, otherwise provisioning is difficult, if not impossible, to manage. Deployment, maintenance, and management needs to be considered when evaluating IMS as a strategy. Taking the right steps up front to plan, architect, and design will result in quicker deployment, service delivery, and service assurance down the road.

The act of capturing data isn't enough anymore. Systems must interpret and execute data in order to provide intelligent, customized offerings. In addition to offering support, billing, and provisioning for multiples services, marketing, inventory and interoperability are a focus in the IMS infrastructure. Most importantly, service providers must implement an infrastructure that is adaptable to new business models. With the rate of change in the communications industry, service providers must invest in infrastructure that is evolutionary, not revolutionary; enables integration through open architecture; leverages the internet; and is near real time.

And if they don't get what they want, they are going to scream!


The implementation of an IMS strategy allows service providers to establish a marketing capability within their network, drive customers to their websites, fully automate the buying of services, build trial applications allowing subscribers to test and buy, and give consumers instant gratification and control. Service providers need a platform to offer and deliver enhanced services and an individualized experience. IMS provides a framework for doing just that. The concept of IMS applies to all service providers, regardless of size.

Consumers aren't very different from Veruca Salt. They want personalized communications services now. They want voice and data anytime, anywhere. They want an individualized and customized experience. And if they don't get what they want, they are going to scream! Thankfully, IMS is easier to deliver than a golden goose that lays golden eggs.

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