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  Scenario 1 - Business Optimization and New Business Models This scenario emphasizes business optimization by examining business models that open new revenue streams for telcos through targeted advertising delivery. It also explores data models that enable telcos to prove real ROI to Ad Agencies and Brand Managers for campaign and cost analysis in an assured environment. Scenario 2 - High Value Advertising and Marketing The scenario first looks at service sign-up, profile capture and opt-in processes to an advertising subsidized service. Next it demonstrates the acquisition and use of behavioral information as part of an enhanced search experience. Finally the information is used to target advertising in an ad-subsidized news service.
Scenario 3 – The Rise of Digital Media & App Stores Application and Content Providers working with Network Operators can industrialize, personalize, and monetize digital media and applications distribution. This Scenario demonstrate how digital content and applications can be onboarded, managed, and distributed appropriately to multiple channels including Mobile TV and App Stores, with the required revenue assurance controls.
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