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This paper examines the driving forces behind the IP Multimedia Subsystem (IMS) and the Web 2.0 worlds. IMS moves operators' vertically integrated model to a horizontal infrastructure, enabling operators to reduce operating and capital expenses. On the other hand, Web 2.0 reflects the change of people's views about technology. Web 2.0 embodies a new perception of the network as a platform, which revolutionizes the world with services such as social networking sites. This paper explores the benefits of using the synergies of both the IMS and the Web 2.0 world. In pursuit of this purpose, the IMS 2.0 service architecture concept is proposed. The IMS 2.0 service architecture's goal is to combine the IMS and Web 2.0 worlds, namely, by opening up IMS assets to the Web 2.0 world, adopting Web 2.0 principles in the IMS world and providing an environment that would facilitate converged applications to users.