 However, whereas EoS functions have a clear cost-saving goal, middleware in general has a taste of pre- fabrication and re-use to shorten development time. Finally the chapter discusses a number of charging methods. The service plan with its lists of services should be marketed in the user's language, whereas the implementation of the service plan could use another more technical internal language. If the technical language is used towards the market the merchandise becomes termed 3G services, WAP services, ISDN services, GPRS services etc. This terminology may make it easier to define which investments are suitable, but may be confusing for many ordinary potential customers. If the customer language is used there is a need for a kind of translation from this language down to the detailed implementation and service provisioning. Such a translation is illustrated 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 Down