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New non-traditional service providers are challenging traditional service providers by bringing to market innovative IP-based services that can be personalized for individual customers more quickly and successfully. New market entrants therefore pose a growing threat to traditional service providers' customer relationships and revenue streams. Using existing assets, traditional service providers can become faster and more adept at delivering differentiated, communications-enabled services that customer's value. However, they will need to change their business models so that they can play new roles in emerging services value chains.
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