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 is 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 Application Server is a convergent, multi-protocol platform, it is the perfect platform for blending different communications technologies to create powerful combined services. 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 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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