As a result, anyone working with or around these areas of convergence need to have a basic understanding of IMS and how the technology is ready to change the way new applications are designed and placed. Utilizing knowledge gained from years of working at the forefront of IMS research, the authors describe the application layer and applications that can be implemented using IMS network. This approach mimics the way the operator? marketing organizations may be about building a business case for IMS application deployment. While technically adequate to meet the needs of engineers, this approach will greatly assist marketing, sales, and managerial professionals to gain a basic understanding of IMS, and the taste of a variety of applications driving the next pitch.