Google is poised to take on the carriers where it will hurt them the most: value-added service (VAS) applications. These VAS applications are what the industry needs the most as bearer services become increasingly commoditized. Furthermore, our research indicates that consumers and enterprise customers will increasingly identify more with the brand that offers VAS applications rather than bearer services. This places even more pressure on traditional service providers to employ Next Generation Network (NGN) OSS/BSS environments that enable them to have more choice and control over which third parties provide VAS applications in their networks. This report evaluates the drivers for NGN OSS/BSS, specific areas impacted, and the anticipated impact and actions incumbent operators must take in response to the threat of Google and the opportunity of creating a more open service creation and operational environment. The report also includes a revenue forecast for NGN OSS/BSS in the areas of Billing and Customer Care, Mediation, and Revenue Assurance.