strated in Figure 5.3. The service implementation mentioned in the figure is treated at an overview level in Chapter 8. The importance of customer orientation can be illustrated by means of a comparison. Imagine an operator, but instead of running a telecom service, he runs a travel service. He offers holidays (the service) to people (users) and to achieve this he needs some means of getting people to the holiday, i.e. a plane (transport mechanism). The professional operator does not sell holidays by promoting the features of the plane. He sells the holiday. The plane is only there to make sure that people arrive at their holidays in an efficient manner. The business model implies that the money an operator (whether telecom or travel) earns comes from the users of the service. Chartering a plane costs the operator money. If enough people buy holidays, the operator will be able to pay the plane company and make a profit. Services Service User demand implementation Read/send email, chat Get the latest news Check the weather Get sports results Locate friends & family Prof. services Partners Play a game Listen to music WAP gateway Watch video clip Mobile portal Download icons/ring signals Media streamer Send a picture/photograph Mobile advertiser Check bank balance M-commerce platform Sell/buy shares Micro-payment server Multimedia messaging Buy a CD Unified messaging Buy a book/coke Wireless e-mail Place a bet, buy a lottery ticket Chat/Buddy-list server Pay parking meter Web filter/proxy Book movie/concert tickets Find nearest ATM/bustop/bank Manage meetings schedule Internet services platform Receive next job info Connect to CO. intranet Check inventory levels Download technical specs Send invoices Get travel information Confirm flight, order a taxi Translate text Check exchange rate Figure 5.3 Connecting user language with service implementation Communication parties Volume based: based, example: End user Forecast mobile data Human/machine Messaging increasing Client/server E-commerce coming up Peer-to-peer Media