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The continuous creation of new services that require customized traffic relationships - blending different services into a combined, coordinated customer experience - is driving the emerging architecture proposals for today's converged networks. In the networking business model, relationships between the roles of network operator and service provider are increasing in complexity and flexibility because of evolving regulation. This paper analyzes these issues and describes the architectural guidelines for a "Blended" operational model, where the network provider maintains an ecosystem feeding an intelligence-ready communication infrastructure that can host mobile service provider - designed software modules offering personalized functionality to individual subscribers. The network provider can use its knowledge of user location to distribute and run service provider software modules close to end users.
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