entifying impact of end-user services on the customer network, to sales 1. Investment in technical End user equipment 2. Translate the technical solutions Content Servers Content into economical Communcation Control parameters gateways Backbone network Oalswer Media Access Access Access Telecom business Network Clients 3. Estimate the economical parameters in terms of 4. Calculate the discounted increased revenue or reduced cost cash flow (NPV) of the Financial investment. (Profit = revenue cost) model is it good or bad? Figure 4.34 Simplified business case model, starting with investments from the network corner Telecom Business of asymmetric digital subscriber line (ADSL) access services, to sales of a core ATM network, to justification of a move up the value chain and to offering ASP services. The tool is sophisticated. Therefore it is detailed and requires a fair amount of input data. If the information is at hand then it is relatively straightforward. Default data in the model reduces the amount of work. The program contains six functional building blocks: Market model - Details of the overall market in which the actor operates, e.g. size, demographics, average revenue per user (ARPU), market share and penetration. 2. End-user services model - List of existing and future new end-user services (appli- cations) and access services, the timing, barrier to entry, application and service characteristics. Defines the revenue and value chain distribution for each application and access service type. 3. User model - Defines the user profile for each market segment. Identifies the applica- tions they use, the take-up levels, the usage profile, traffic profile. Calculates the per user revenue per application and access service. 4. Business model - Defines the business strategy, based on current operations, current and target infrastructure, applications to offer, market penetration goals etc. Network model - Defines the network structure and capacity requirements based on market growth forecasts and operator network s