IP technologies and e Next Generation Networks (NGNs) have the potential of delivering highly personalized services and telecom companies have placed huge bets on licenses to play the game. Consequently, they are looking to data services to improve their Average Revenue per User (ARPU), differentiate their offerings and reduce subscriber churn.

Unfortunately, there is no single "killer-app" for data services today; telecom provider must adapt to the internet services delivery model where third party services are federated and offered by a single service aggregator. For example, Expedia federates services from multiple travel value-chain providers and simplifies the transaction for the users. Lack of this federation capability marginalizes the telecom provider's role and perceived value; and it leads to the fragmentation of subscriber's profile as well as breach of privacy. The structural solution to these problems is to embrace Service Delivery Platforms (SDP), a horizontal layer of infrastructure that enables logo-block like creation of new applications using componentized services offered internally as well as by external providers. SDPs support logical unification of services without requiring the physical integration of the underlying infrastructure on which the various multi-party services are running. However, SDPs must solve the following key challenges in order to deliver on its potential for driving the growth of data and service ARPUs:

Co-ordination of Services and Subscribers across trust boundaries to support consistent roaming, quality of service and unified billing experience

The problem of Fragmentation of the Subscriber Profile across multiple content and service providers

Meta Personalization: Providing highly personalized user experience that leverages profile and other meta data such as user location, presence and intent without breach of privacy Meta personalization Identity Technology, loosely referred to as Identity Management is at the core of solving these problems and enabling SDPs to fulfill the promise of delivering revenue growth. Identity management has become a critical requirement for every telecom provider and it will determine the quality of relationship with subscribers and hence boost the value of the network.

AmSoft helps telecom companies architect and implement the core Identity- framework, a pre-requisite for SDPs and offers a suite of products NAB and solutions Extensible Meta-mediary that can be deployed today to make the transformation of your network smooth, continuous and rewarding.