Carrying vanilla Voice, Internet data and even Video Conferencing would soon become a commodity service. This is because there is no differentiation between such services from one ISP to another. As a result frequently the only option for ISPs to capture market share is to get into a price war … a very unhealthy market condition to be in. On the other hand spontaneous purchases of focused content or business enhancing, niche, commercial services can fetch a premium. This would include for example, a recipe for a housewife, a music video or a ring-tone for a teenager, a news-clip for a business man etc. Most such services are normally multimedia content.

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