 money'. This is especially true for routine activities. For individuals it means maximizing the disposable time for desired (pleasant) activities. For organizations it means effective oper- ations that save money (salary costs). For enterprises in competition it is often crucial for survival and prosperity to be first, for example with a new product. Another example is journalists and newspapers that always strive to be first with hot news. Special interests are specific for smaller groups of people or communities. For com- panies there may be specific branch or company interests due to unique conditions and contexts. Numerous such different communities exist. A telecom service that fulfils several or all of the basic needs above has the poten- tial to become a success. Some examples of existing services are voice communication, e-mail, general information services and directory services. Emerging 'success services' are positioning-based services and imaging-based services that are foreseen to satisfy all the basic needs described above. Example 1: a positioning service or a service containing positioning capabilities can be used for constantly informing your family or friends where you are (= safety), to keep contact with your friends (= social communication), to help you to find out where you are in a foreign city empowerment), to find the nearest hotel that fulfils your specific requirements (= time saving) and to play a hunting game with your friends (= fun/special interest). Example 2: photos/pictures can address safety (surveillance cameras), social communi- cation ('a picture says more than words'), entertainment ('Check this out'), empowerment (especially in professional usage like taking pictures of the construction site and sending back to the office etc.), time saving (especially for professional usage, but also personal End-User Needs and Demands usage, no need to go to the photo shop and develop film, you just click and the photo is there!), fun and enriching (as a way of communication: 'Look at us 