4. Time saving 5. Special interests (including fun) The mapped services are: Voice communication (mobile, fixed and IP) (1-5) Unified messages/Text messaging (with attachments) (2-5) Video telephony/conferencing (3-5) E-learning (later evolving into mobile e-learning, i.e. M-learning) (3-4) Directory services (3-5) E-trading and portfolio management (later evolving into M-trading) (3-4) Online banking (3-4) Pay TV (3, 5) Interactive games (2, 5) Audio on demand (3-5) Video on demand (3-5) Downloading audio/video (3-5) Interactive TV (3-5) Remote (device) control (1, 3, 4) Home security online (1, 3, 4) Virtual shopping (online shopping) (3, 4) Tracking services (1-5) Extranet (1-5) Intranet (1-5) VPN (virtual private network) (1-5) Understanding Changing Telecommunications - Building a Successful Telecom Business Information gathering services (1, 3-5) Virtual classroom (3, 4) Dispatch services (3-5) Field sales automation (3-5) Management services (1, 3-5) Remote diagnostics (1, 3-5) B2B e-commerce (3, 4) B2C e-commerce/m-commerce (3, 4) Security and surveillance services (1, 3, 4) 2.5.1 WHICH USERS LIKE WHAT? COMBINING USER SEGMENTS AND SERVICES How Do We Know What the Users Like? User needs and demands depend on the user age, occupation, society culture and evolution stage, context and a great number of other parameters. There are for instance considerable differences if a user is on holiday in a foreign country or working in an office, or at a supermarket needing price information on a product in other (competing) shops, just to mention a few practical examples. Age is a factor that we know affects behaviour and preferences. Figure 2.10 shows the result of a study performed in Sweden on users' willingness to pay for mobile Internet services. This points to young people as the first adopters for mobile Internet, and an average spend of $15 per month across all groups. The willingness to spend changes over life time, and you can see that the teenage market is the highest potential spender, reinforcing evidence 