In the telecom world, services have usually been conceived with a specific mindset. This mindset has defined the traditional characteristics of these services; services distinguished by their linkage with the access network, tight control over service use (e.g., authentication, billing), lack of deep personalization capabilities (mass services only) and reliance on standardization to achieve end-to-end interoperability between all the actors of the value chain (e.g., operators, platform manufacturers, device manufactures). This book offers insights into this complex but exciting world of...