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While the underlying economic event will certainly pervade the show, the event will also feature its ongoing look at new business and operations approaches for helping service providers reach new markets. For instance, the forum will again feature the “Content Encounter” demonstration area, where more than 20 companies will highlight solutions for targeting new markets like video delivery and advertising.

For instance, Sigma Systems will be part of an advanced advertising demonstration that will leverage telco subscriber data and real-time user behavioral analysis to target dynamic ad insertion in a demo video service. “The real power of advanced advertising applications comes from knowledge of the customer,” said Brian Cappellani, Sigma Systems’ chief technology officer. “The only way to do these more targeted campaigns is for operators to realize the value of demographic information, subscriber information and, in the future, behavioral or usage data, and be able to collect and expose that data and really put it at the heart of their service.”

In keeping with the TM Forum’s charter, Sigma Systems and other vendors in the demo will be leveraging a variety of industry standards, Cappelani said, including OSS through Java and IPDR usage data interfaces from the forum and SCTE 130, an advanced advertising standard from the cable world. “Right from the get-go, this is a standards-based solution,” Cappellani said. “That’s what’s interesting about it.”