In the modern mobile network there is a wealth of data that operators can use to enhance subscribers interactions with the network, other subscribers and services. Moving beyond the commoditization of a bit pipe. Moving beyond the voice and SMS communications. Moving beyond the reactive data services. Moving towards adding value and augmenting the motions of daily life. Moving towards proactive data services and interactions.

Contexual Awareness enriches and enhances the interactions of subscribers with services and content on and off network.