OK. How many of you have triple play? Not you? Actually, you should all be raising your hands. You all have a telephone. You all have a TV. Most of you have broadband internet access. So you have the voice/video/data triple play, right? Well, in the conventional sense, yes, you do. But real IP triple play is about more than a combination of services. Even if these services are bundled under one bill from one provider. A true IP triple play bundle is about integration. Integration for both the service provider and the consumer. For the service provider, integration means a common provisioning, billing, and management interface across all services. This means you should be able to define virtually any combination of different IP services (not just voice, video, and data either- how about security monitoring, gaming, dating, etc.), launch them, and manage them with the same back-end system. This is the true benefit of IP services--- a common platform to create and manage the services. Huge cost savings in provisioning and management. Improved customer care. And a whole lot less headaches. For the customer, triple play integration means a common look and feel across a variety of interfaces-- phone, PC, cell phone, TV, PDA, etc. It also means these different types of services are aware of each other and even imbedded in the others. Take for example "Telco TV" interfaces, where you can make calls from your remote control, see caller ID on your TV screen (and then decide to answer or forward directly to voice-mail without getting off the couch), download movies, and view your service history, billing, recent calls made, etc. This is a great example because it takes the best of the digital TV menu interface combined with a cell phone interface (recent dialed/received calls, etc.). So, let's agree once and for all that triple play is not about the "1 + 1 + 1" bundle on one bill. It is about a better way. A better way to receive a bundle of new services in an integrated, seamless, and care-free fashion.