Previously, putting up with the gap between CRM and OSS worlds has been a viable - though not optimal - strategy for most operators. But now that the telecommunications industry is undergoing the "communications and content over IP" transformation, service providers are starting to redesign their business models and to rethink the infrastructure. It looks like a great opportunity for bringing CRM and OSS systems, processes and data closer together. Conducting the architectural change with a pragmatic, modular approach is crucial to deeper OSS and CRM integration paying with increased profitability.