pre- and post-paid users from launch. Positioning of mobile text messaging (SMS/e-mail), ring tones and sync services - Mess- aging (M1, P1) half past one, ring tones half past two, sync services nine o'clock on the dial. Spending level (ARPU) - Overall 12 o'clock, mobile phone half past one, mobile for work the area of sociables (about 10 o' clock). Mobile versus fixed services - Mobile to the right, fixed to the left. Usage: heavy-low - About 12 o'clock. Business: private use - Business users to the left; private users to the right. Triggers for diffusion of services to the sectors of the model - Example of a trigger for traditionalists: social communication and safety, basics. See more about users in general and their charging and marketing in Chapter 5. 2.6 THE HUMAN END USER AS A TRAFFIC GENERATOR AND RECEIVER 2.6.1 THE RECEIVING SIDE Several studies have shown that our senses in conjunction with the brain have funda- mentally different capacities regarding information reception translated into 'information Understanding Changing Telecommunications - Building a Successful Telecom Business Table 2.2 The information reception 'bandwidth' for different human senses Senses Received by brain Consciously experienced 10 Mb/s 40 bit/s 100 kb/s 30 bit/s 1 Mb/s 5 bit/s Mouth 1 kb/s 1 bit/s 100 kb/s 1 bit/s Total 11 Mb/s 75 bit/s bandwidth'. Moreover, what the brain consciously experiences is far lower than the amount of information received by the senses (see Table 2.2). One example is that the brain can receive sight information via the eyes corresponding to 10 Mb/s but only has the capacity to experience 40 bit/s! Combination of information received by two or more senses ('multimedia') improves the total experience capacity. Finally, the eye is the most effective way to receive information. Some calculate that a multimedia impact is up to three times more than the impact of words alone. Compare the saying 'One picture tells more than 1000 words'. The limitation in human reception means of course also a limitation in