ognitive NGSDP model [5-6] are introduced based on this model. Specifically, requirements and characteristics of Cognitive NGSDP are mainly Overview of Cognitive NGSDP Model Telecom Web and IT Third party applications applications applications Service exposure Service orchestration and management Service Telecom service and service enablers delivery platform Service creation and execution Telecom network abstraction Wireless IMS/All-IP Telecom networks Figure 6.1 The third SDP architecture Moriana Model. (From The Moriana Group. SDP 2.0: Service Delivery Platforms in the Web 2.0 Era. Moriana Group, 2008, http://www.morianagroup.com With permission.) discussed in view of APIS (Applications, Performance, Intelligence, and Security), especially in view of performance and intelligence. 6.1.1 Next-Generation Service Delivery Platform New requirements and new technologies come nearer with the rapid development of NGN and Web 2.0 [7] technologies. Accordingly, there are a new set of chal- lenges the multimedia marketplace should face to address. Some of those chal- lenges are indicated by Ericsson [8] as follows. How can I launch new services faster? How can I attract consumers and create stickiness to increase revenues and reduce churn? How can I address partner to drive new streams of revenue monetizing on my assets? Or, put differently, how do I create an attractive proposition to engage a thriving developers' community to capitalize on the "long tail?" How can I achieve reuse of common functionalities, like integration to network and business information capabilities, managing the multitude of services, part- ners, devices, customer segments and subscription and pricing models? How can I keep up with the quickly adopting new market and business situations? Last but not the least-how do I ensure world-class user experience? Based on all those challenges, Web 2.0 technologies come into our sight. Our group defined NGSDP as a new service delivery platform based on SOA [9] and integrated with IMS in paper [4]. Also, wit