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Off late service providers have wrestled with the question of how to differentiate their offerings and avoid commoditization in an increasingly competitive and open services environment. Much attention has come to focus on the delivery of converged, user-centric services (fixed and mobile, to challenge web-based providers) across a wide range of devices - with that range importantly distinguishing operators from the device vendors themselves. Since its announcement at the end of 2007, and especially during 2008's Mobile World Congress, the Rich Communication Suite Initiative has generated a great deal of interest among service providers and throughout the industry.
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