Phase II of this Catalyst advances our mission to help telecom providers thrive in an increasingly competitive and fast-moving wireless market. As customer expectations rise and competitive offerings shift rapidly, operators struggle with limited insight, siloed processes, high churn, and slow time-to-market for new plans. It tackles those challenges head-on by delivering a real-time, intelligence-driven solution that personalizes the customer journey and enables operators to recommend the “ultimate plan” for each customer—every time. This phase extends the solution with a more scalable AI-driven architecture aligned to TM Forum’s ODA and Open APIs. The enhanced design supports additional business use cases, strengthens interoperability, and introduces next-best-action capabilities that benefit both telecom providers and their customers. At its core, ODA prism unifies disconnected value streams through a catalog-driven, P-S-R-aligned architecture and advanced customer intelligence. By combining real-time decisioning, journey orchestration, and Product-Based modeling, the solution predicts churn, identifies key moments for upsell and cross-sell, accelerates offer launch, and ensures internal and external compliance for rapid go-to-market execution. Gen-AI and Agentic AI further enhance decision accuracy with domain-specific reasoning and generative insights. Proven use cases—including personalized acquisition, price and plan optimization, and proactive churn management—demonstrate how the solution boosts customer satisfaction, increases ARPU, and strengthens lifetime value. Success will be measured by reductions in churn, increased revenue per customer, improved personalization across value chains, operational efficiencies, and dramatically faster speed to market. Ultimately, ODA prism equips operators with the intelligence and agility required to meet evolving customer needs, outperform competitors, and drive sustained business growth in the next era of wireless communications.