e is the develop- ment taking us? How is the income apportioned within the value chain that produces the services? about the future situation? How can I get a significant market share in order to enjoy economy of scale? There is no final answer to such questions in advance because of the uncertainty in the market development, but a general trend is to move upwards in the value chain. Mobile Internet telephony service operators providers Content Content Servers Communication applications & control Backbone network Fixed Datacom telephony Mobile Fixed operators operators access network access network Cable TV operators Clients/Applications entrants Figure 4.25 All roles go for multi-service and multimedia Understanding Changing Telecommunications - Building a Successful Telecom Business A market study on the European market (Kearney, Ericsson from 2000-01) indicated, if extrapolated another year, roughly a doubling of the overall market in five years. It indicated also that the whole growth would go to the 'adding value' (AV) part of the value chain, and consequently that the connectivity value chain with the carriers and access service providers would not exhibit any growth at all in spite of a heavily increasing traffic. Such figures are already history, but the trend is still valid. See Figure 4.26. The operators have a number of options for role expansion. A prosperous Internet requires acceptable business cases for all roles in the Internet value chain. Example: if advertisements and direct Internet payments are not sufficient for content providers, a fairly empty Internet could appear. Since such a situation is a threat also for the network operator, some kind of payment system for revenue sharing is a key. Win-win is better than lose-lose. As mentioned, there are quite a lot of roles within the AV area to choose between. The roles are still unstable and SO are the money streams between them. Even the direction of the money flow between the roles is sometimes unclear. A strong position, such as a strong brand