ecome the norm, as explored in the previous section on infrastructure shape, and so the idea that radio-based communications will remain separately operated may not survive. In summary future infrastructure points to several new types of player and accompanying business models: Carriage only - more ISP like - that is flat charging for many low-paying customers. Wholesale only - the operator model is to transport traffic (largely mobile) for other operators - using an IP transport network such as BT's in 21CN. Services only, using any carrier network, with media content sales as the main offering, perhaps mixed with specialist handset sales, optimised for the content (the i-Pod model). Mixed services and infrastructure ownership - use of services to subsidise infrastructure and low costs per session - SO the operator may own some content and/or be a content aggregator but may also resell access and the delivery platform for its customer base to partner content owners (an extension of the i-mode model from DoCoMo). It may also enable access to any suitably purposed Internet site. A variation on the above is the entry of the major media players, be they from cable TV or from content providers, or the ISP community such as Google, eBay, AOL or Yahoo. Starting with mobile access and free IP calling (VoIP), they will offer content and communications, probably leveraging an all-IP infrastructure either in partnership with infrastructure owners or via the freedoms of Internet access. Their business model can be detached from subscriber revenues, but based on advertising and forms of e-business commissions, such as eBay. New models from non-operator centric organisations - e.g. municipalities, based on stimulating the local economy, SO there may be no direct revenue gathering, only indirectly through local taxes. Two factors distinguish these future business models from the past: The key to revenue generation will be to maximise the number of very low paying customers, instead of the maximum ARPU per customer. 70 The key 