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The service provider industry has experienced rapid and significant transformation over the past five years as broadband has proliferated, networks have enabled ubiquitous mobility, and IP has become the de facto technology standard. Over-The-Top (OTT) providers such as Google, Apple, and Amazon, the rising stars of this transformation, are now challenging service provider value creation by developing competing applications. As a result, service providers are bearing the cost of ever-growing traffic while seeing limited potential for monetizing traffic growth with customers. Motivated by these challenges, service providers must rethink their business strategies and enhance their service production capabilities to remain industry leaders.
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