In 2020, the nature of customer engagement will change as personalisation - how marketing and customer value management actually engage with customers - rapidly matures. This means a change will be required in legacy campaign and loyalty programme management solution architectures (i.e. a move from relational databases of static customer data and batch processes to a real-time online customer profiling and engagement triggering). Those Communications Service Providers (CSPs) who lead the way will tap the real benefits that can be achieved by moving to CE 3.0. Net Promoter Scores in the telecoms industry are low; yet to date there's been relatively little analysis of why. One change lies in clearer answers to the question "Does my operator give me value for my money?".

The enterprise of developing knowledge-based systems is currently witnessing great growth in popularity. The central unity of many such programs is that they interpret knowledge that is explicitly encoded as rules. While rule-based programming comes with certain clear pay-offs, further fundamental advances in research are needed to extend the scope of tasks that can be adequately represented in this fashion. This article is a statement of personal perspective by a researcher interested in fundamental issues in the symbolic representation and organization ok knowledge.