At the Voice 2.0 conference [+], the keynote speaker made a 'key' statement. To quote "Whereas in the past, the value was in the call itself, tomorrow the value will be (pre-call) in the devices, connectivity, privacy , presence, availability, directory, and application integration; (in-call) transactions; (post-call) social networks."

While previously the telephone Network on SS7 was mostly off limits to external applications and services, the process of adding 'intelligence' to the network and work by groups like Parlay and Internet Telephony architectures like IMS, create an opportunity to offer additional services that the network could potentially make available to external applications.

Ziva is working with different groups on IMS Parlay X SOA Web services like Presence, Geocoding and Mapping, Terminal Location, etc to provide its services much more effectively than could be done off or at the edge of the network.

These would facilitate in offering a major change in the value proposition to customers