All product catalogs are not the same. What features are important to enable this differentiated mobile experience?

Dynamic, real-time service inventory that abstracts the product catalog (the actual offering provided to the subscriber at a certain price) from the service catalog (the functionality that the network can provide). For example, though VoIP would be part of the service catalog, a residential VoIP offering would be included in the product catalog. Insulating commercial offerings from technical products means services can be created and ordered without knowledge of the underlying network, enabling more flexible services that can easily be tailored to a subscriber’s individual needs.

A central definition of the product and service portfolio via a central product catalog, which enables the synchronization of multiple parts of the SDP ecosystem, such as CRM, billing, order management, and any relevant network elements.

Enabling a consistent customer experience for all products and services, from devices, accessories, and content, to complex bundles and pricing plans.

Catalog-based service delivery with the ability to expose partner services to customers for self-care, but also to partners as part of a network asset exposure strategy -- let content partners, mobile advertisers, etc. know what sort of capabilities are commercially available, such as location and presence APIs, with details around retail and wholesale charges.

Product and promotion in the hands of marketing , and not IT. The creative and unique offerings will come from internal marketing and external partners. They need the ability to do real-time bundling and promotions based on past usage, maintain control over product and promotion introduction, dictate maintenance processes, configure cross or up-sell business rules; these bundles and promotions could work equally well for new and existing customers if presented to customers during the ordering process through order capture systems.