The vast variety of data available about a user in the telecom network can be used to create rich, personalized applications that are targeted to that user. For example, a user?s current location can be used to offer a Restaurant Locater service that finds restaurants matching his preferences near his current location; his presence information can be used to more effectively manage his communication experience (e.g., if he is already on a call, he might not want to be disturbed by other calls, except by family members; so use an SMS), etc. Managing these varied kinds of data about a user in an effective manner thus becomes a key to offering rich services.