Debugging the USSD myth : An open discussion to Developers, Telco network engineers

I'm going to use up next weeks bytes and put this thread forward. I hope it will generate interesting thots. The assumption made is that you understand the USSD service offered by telcos, if not just google it and there are many explanations. My question is, what are telcos being accused of not providing? Do they not provide USSD paid numbers to use or access to network resources? Because if one wants a USSD service, they do not need to develop any mobile app as all the services are called from the ussd gateway. If I attempt to compare the USSD facility from a network design scenario, it is the equivalent of saying that Aki wants to create a separate Internet Service where I have my own backbone and only need the Telco network to provide me a number that users will dial. This number will be routed to my IP gateway which will not use the Telco gateway for internet services. The IP gateway can sit at the telco premises or on any tiered network. Hurray! If this was possible, I'd have beaten some telcos to it by providing a well balanced service and created my own tariffs. This situation is also similar to an MVNO. But MVNO costs BIG money, ask Virgin Mobile. So in my small attempt to get deeper into this USSD issues, if you have been developing along those lines, please do share your vital thoughts.
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aki