 user interface is sent over the network. Security for the various customer traffic flows is a main issue. Often different customers use the same physical server. Other names used for an ASP are managed service provider and value-added ser- vice provider. Example of an ASP: a grocery may outsource much of its IT activities to an operator. The operator will then provide centrally located applications and a link to the grocery operating centre. This link might be an I-VPN with back-up facilities (often dialled-up). Any application accessed from Applications any client install & run on central server farm Only the user interface is sent over any network connection Figure 4.22 The principal role of an application service provider Understanding Changing Telecommunications - Building a Successful Telecom Business Commercial AV Roles Advertiser/sponsor. Services for free against accepting individualized advertising Advertising broker E-tailer Auction Payment transaction handler Advertising broker - The advertising broker is the link between the advertiser and the user that makes sure that the right advert reaches the right user. The key to success for advertising over the mobile phone is to make it as personalized and targeted as possible. A mobile operator is well positioned to take on the role as advertising broker, by using some key assets: The operator has an extremely valuable customer database, which many advertisers would see as a gold mine. In addition, the customers trust the operator - they already have a relationship with the operator. The operator has access to profile information - information that allows targeting of advertising to specific end-user segments or even individuals. The operator owns the network, a media channel that reaches individuals wherever they are, at any time. The operator can identify the location of the mobile phone and can thus target adver- tising based on a user's geographic position. Some people are reluctant about receiving mass-market advertising on the Internet. Adver- tising 