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The deployment of the IMS at Telefónica Germany (the third national integrated operator) went successfully live in early 2011. The IMS deployment required significant effort and targeted one of an operator's main businesses: telephony. The lessons we learned, the opportunities we saw, and the challenges we had to face are described in this article. Furthermore, the evolution of the IMS in our network is discussed, and we describe, from our experience, some of the benefits and challenges the IMS can bring to an operator.