providers, Billing bank, retail developer Customer support FAB = Actor-user Retailers interface, with fulfillment, Roles assurance and billing SM = service Service providers management Portal (may include Service layer distribution with NM = network Tuning management Control network fundamental Interfaces A call technical plans Network Connectivity providers network Distribution W.C = Wireless caster, an information broker. Content encoding provided by content provider./W.C Figure 4.28 Example of a value chain for mobile media distribution 4.5 TOOLS FOR PROFITABILITY CALCULATIONS AND BUSINESS CASES Since profitability is a key word for telecom business actors, there is a need for tools to support the management staff in decision making and experts in evaluating alternative investments before submitting proposals. The first tool is a broad management tool: the business plan (Figure 4.29). This plan will be briefly dealt with here, whereas the other more narrow tools will be dealt with in Section 4.5. Business case development Operating expense Financial Revenue modelling Capital expenditure Tools Figure 4.29 The structure of the business case Telecom Business The following tools are treated in this chapter: 1. The business plan. A shift in business planning. 2. Simplified operator process plans. 3. The business case. A simplified business case work model. 4. A computer-supported business flow model. 4.5.1 A MAIN TOOL: THE BUSINESS PLAN The business plan is a management tool for the operational work towards profitability in a company. The business plan defines the operator strategy, which might include: The end-user services they can deliver and will deliver over the forecast period by market segment. The position in the value chain and relations to other actors, including roaming. Customer segmentation and priorities. The market share targeted for end-user services. The access services they offer and will offer. The market share for access services. Development of the 'machine' (if any): O&M (operation and mainten