 or technologies, and non-telecom companies wanting to extend their cur- rent business through mobile services are all partnering with network providers to launch themselves as MVNOs. See Section 4.4.1. The business models for the different roles are centred on their core businesses. Each type of role may have local or global ambitions. Many MVNO candidates lack wireless service expertise and are wary of the operational costs and complexities involved in running a wireless business. MVNOs benefit when a mobile virtual network enabler (MVNE) provides a turnkey solution platform, such as a complete technology and services platform that offers everything from customer service and billing to custom content and value-added services. A typical mobile operator takes on many roles. It is natural that the operator should continue in the roles as network provider/access provider and service provider. It is of strategic importance for the operator to offer services to its customer base via an own-branded portal. Acting as a payment transaction handler and taking some percentages of each transac- tion is one way to increase revenues. Another way is to act as advertising broker, to help advertisers target adverts to the operator's customer base, and get a fee for doing that. For distribution of mobile media a value chain could look like Figure 4.28. The operator can be the sole actor regarding access, ISP and distribution. The operator or its partners can fulfil all the other roles in Figure 4.28. The content provider owns the content. The wireless caster provides the actual service. The service is developed by the application developer. The owner of the application owns and probably also brands the service. Portal providers set up portals from which the end user can find and access on-demand mobile media services. On a service-by-service basis, the operator may decide which of these roles it wants to keep for itself. There is a trade-off between providing all the elements in a complete service (thus reaping all the revenues 