vice plan 7 Implement service 5 Identify solutions 6 Implement infrastructure Network Telecom Network business basic part basic part Chapter 3 Chapter 4 Figure 2.1 Position of the chapter Understanding Changing Telecommunications - Building a Successful Telecom Business. Edited by A. Olsson © 2004 John Wiley & Sons, Ltd ISBN: 0-470-86851-1 Understanding Changing Telecommunications - Building a Successful Telecom Business Users have sometimes (normally?) been regarded as merely consumers of technical innovations, such as ISDN, WAP (wireless application protocol), GPRS (general packet radio service/system), 3G (third generation) wireless etc., with little understanding of how they can benefit from such innovations. It came as a surprise to the innovators, both suppliers and operators, when the expected positive response from users did not occur. Let us put it the other way around. Isn't it the telecom industry that should adapt to the user and to the society we live in? And all the new possibilities that appear, especially as a result of the convergence of media, telecom and datacom, shouldn't they be seen as elements in a continuous iterative process in finding an optimal everyday user life? And further, how to handle the fact that there is not just a few types of users, but indeed a spectrum of private users and organizations with different needs, values, life styles and life situations? Finally, how to segment this spectrum? What parameters? A number of conclusions can be drawn: There is a need for a better overall user understanding within the telecom sector. This understanding must include attitudes, behaviour and the human inclination of resistance to change. There is a need for a better insight regarding the new power balance, with the user in a central position as a queen/king. The expansion of the IT/telecom area and the deregulation/re-regulation of the telecom business during the latest decade or more have significantly strengthened the role of the end user. Together with the first point this should lead