 planning advertising management management Research & Enterprise quality Financial & Human management asset resources development technology process & planning management management & architecture Figure 4.8 The enterprise management area Adopting a telecom business perspective, equipped with tools What is it all about? End-user OPERATOR PROFITABILITY! ROCE or similar Revenue Expenses Capital employed Telecom business Network Figure 4.9 Profitability is a main goal Telecom Business there is also an important cost side, although it is not very common to speak about success factors here. Notwithstanding this fact both components are equally important when calculating profitability, for example by means of the ROCE method according to Figure 4.9. 4.3 ADOPTING A TELECOM BUSINESS PERSPECTIVE 4.3.1 THE END USER CORNER As said before, the end user is king/queen, and therefore must be treated accordingly. This explains the importance of customer care, flexibility and agility, with short time to customer and short time to market for new services. Useful and attractive services with affordable price, QoS including bandwidth, security and service level agreements (SLAs) are other important end-user values. A common business related question is: 'Where is the money?' This gives us indirectly two important parameters: the need for end-user segmentation and the need to assess ARPU. Figure 4.10 illustrates the view. 4.3.2 THE NETWORK CORNER Network Evolution The network is evolving towards support of the information society, for example by offering more bandwidth and enabling profitability for a new range of services. Convergence has led to more complex networks, covering more than one single ser- vice and using mixed and sometimes superimposed technologies. Layered stacks have Where is the money? Service roadmap framework Market trends Household segments Singles Lifestyle Couples analysis & application Couples with children Priority development services Single parents 65 and over Education & information Attractiveness Shoppin