Simple and cost efficient means for providing and controlling Quality of Service (QoS) are important for 3GPP operators. This is particularly important for operators planning to provide a wide range of IP-based services across 3GPP broadband shared channels. We point out shortcomings of today's (Rel. 5) 3GPP QoS concept and, based on these, explain why that demand is currently not met. Based on a set of requirements identified for an evolved 3GPP QoS concept, we propose four small additions to the 3GPP specifications. The resulting evolved QoS concept is a realization of DiffServ for 3GPP access networks enhanced with the integration with session admission control. Operator QoS control is exercised from the Policy Charging Rule Function (PCRF) and through pre-configuration via the management plane. The evolved QoS concept provides a 3GPP operator with capabilities beyond those found in state-of-the-art fixed broadband access networks.