Advanced mobile services: The market for mobile services has developed rapidly over the last few years with this area quickly moving from a ”nice to have” to a critical ”must have” driver of revenues and device market share. However for many in the mobile industry, extending beyond the device realm into a complete end-to-end service offering is a complex challenge that requires a new approach and understanding of what consumers desire, ease of use, complexity management and a rapid learning curve around backend server/service technology.