old monopoly operator. Intruders, which often are incumbent operators in another country (Telia Denmark as an example). Colonists, which have consumer knowledge and take retailer and maybe access operator roles Hem-el in Sweden, Energis in the UK, other utility operators (water, gas). Such companies already have a billing relationship with the end user. Adding another item to the bill costs very little. Expansionists (expanding from one role/present roles to other roles). Combines (financially strong enterprises, business oriented. Example: Kinnevik in Swe- den, Mannesmann in Germany). In the access network new operators appear with a retailer background Utility operators Electricity companies Heating companies Water companies Gas companies Condominium associations (Example from Sweden: HSB, Svenska Bostäder) Telecom Business Municipalities, each would like to become the 'IT community', to attract business and as a consequence offer new jobs Example 5: Wireless Internet Service Providers. See Figure 4.19. Example 6: Manufacturers, suppliers. The area can be split into terminal manufactur- ers, software suppliers and network manufacturers. The supplier roles are also changing towards a partnership with operating actors. 4.4.2 CHOICE OF ROLES In the good old 'vertical' days the positioning was mainly a matter of deciding what networks to operate: PLMN, PSTN/ISDN, or data networks. Each network represented a complete value chain for a particular service. Convergence between mobile and fixed network services or between voice-centric and data-centric networks was not common. For an actor today it is important to define the overall strategy for the possible space in the converging telecom world, and elaborate the role(s) to play based on market and resource position. Further to understand the needs of the roles and develop consistent value propositions. Multimedia is often among the needs. See Figure 4.25. In the horizontal era some key questions are: Where is the money? And particularly in the unstable situation: Wher