ions and mobile broadband data. We can see that these applications are continuously increasing their respective contributions and by 2013 these will make about 50% of the total mobile data revenue. This data was gathered from various web sites. 9.16 Summary Insights The concept and details of IMS have been illustrated in this chapter. The variants of IMS (MMD) from 3GPP, 3GPP2 and TISPAN are discussed. Common IMS which has brought the scattered IMS specifications of multiple SDOs under the umbrella of 3GPP was highlighted. With Common IMS, 3GPP will maintain a common set of IMS specifications starting from Release 9. The task for 3GPP will be to identify (which more or less has been done) and resolve all the differences between the different variants of IMS that have come under its domain. The key challenges and multimedia services that can be offered with IMS are also presented. The industry and in particular the operators are facing the following questions: Do operators really need IMS? When will IMS start to take off? What will the operators do with the legacy application environments? How to offer comprehensive interoperability? How to test tens of protocol interfaces, and SO on? Is IMS required for MTV, LBS, and SO on? And SO on In the following Advance Services section, m-commerce, mobile TV, LBS, and M2M were discussed. All these services are expected to increase their market share dramatically in the next decade. All these IMS, Services and Applications applications are facing upheaval - abundance of technologies/solutions and players, lack of security, privacy challenges, terminal shortages, and SO on. A number of mobile TV technologies are discussed and we are yet to see a clear winner; though the trend points towards DVB-H and MediaFLO. In the last three sections the methodology of the mobile content business, key SDOs and future outlook for IMS and various applications are discussed. References 1. Service requirements for the Internet Protocol (IP) multimedia core network subsystem; Stage 1. Technical