Mobile Operators typically class all non-voice services as Value-Added Services or Service Enablers. Text messaging (SMS), picture messaging (MMS), Wireless Application Protocol (WAP), video clips, ring-tones, Email, location-based services are all Value-Added Services or technologies that are used to build VAS.

The biggest VAS success story to date is SMS of course. This basic person-to-person (P2P) connectivity service has become extremely popular and remains a major contributor to revenue and margin for mobile operators. In addition to P2P SMS, it is now used for machine to machine communication, for promotions, for alerts and as a mechanism to simulate additional telephony usage (for example for voicemail notification).

As Rhino Telecom Application Server is a convergent, multi-protocol platform, it is the perfect platform for blending different communications technologies to create powerful combined services. Rhino VSA provides a highly productive graphical design environment for new services and the Rhino network simulator tools can be used to thoroughly test application in a GUI-based environment prior to deploying in a network. Although the network controls and delivers separate lines of communication - as far as the user is concerned, there is service convergence, delivered to the converged mobile device.

Fixed and mobile Telecommunication Operators are using Rhino Telecom Application Server to create new, value-added services that are targeted to subscriber life-styles. Services that can be tailored by each subscriber so that they have a service that adds premium value to their lives. Such services command a premium price and make subscriber churn less likely.

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