Content goes against traditional billing and OSS paradigms such as for voice, which is based on origin and destination. The rights to content drive billing for characteristics of the service provided: How long does the user have access to a movie? Was the customer able to share a video clip with a friend? Do multiple users in a household have access to the content? How many plays did a customer get in a game? Any special feature or use can make content more valuable. "What you're rating" Steffen [Telution Chief Executive Officer Kent Steffen] says, "is really complex."
The rights to content are also driving the business models, as well as the business support systems that support these business models.