 in the open market or getting from the Venture Capital firms. The end game is to find the value proposition of the technology that will help the developers and service providers to understand the expectations of the customer. Next Generation Mobile Communications Ecosystem 12.10.1.4 Implementation and Launch The stage of technology and product implementation and solution delivery is primarily driven by the service providers. The products like phones and network equipment which were developed in the third stage need to be tested and implemented by the operators. The success of 3G/4G depends crucially on the applications or the services that subscribers can afford and frequently use. Thus, it would be the effectiveness of VoIP, data and multi-media applications that would determine how long it would take to fully replace GSM with 3G/4G technologies. The key to success is excellent brand strategy, excellent service, robust network and user friendly devices (where technology and product is integrated) that will win customer satisfaction and loyalty. 12.10.2 Commercialization of Disruptive and Sustaining Technologies The nature of disruptive and sustaining technologies is quite different and thus requires different mind- sets for the commercialization of these technology categories. As presented in [32] there are obvious differences between firms that are engaged in commercialization of disruptive technologies irrespective of their size and large firms focused on sustaining technologies. On the other hand, the commercialization process described earlier is still valid for both cases. 12.10.2.1 Sustaining Technologies Firms working on sustaining technologies want more distribution channels and market growth. These firms want more buyers and revenue generation and depend less on government buyers and research support. In general, the mobile communications industry is a classic example of where the mindset is to have incremental advancements. This can be easily witnessed with the incremental growth of mobile communicati