load icons/ring signals Media streamer Send a picture/photograph Mobile advertiser Check bank balance M-commerce platform Sell/buy shares Micro-payment server Multimedia messaging Buy a CD Unified messaging Buy a book/coke Wireless e-mail Place a bet, buy a lottery ticket Chat/Buddy-list server Pay parking meter Web filter/proxy Book movie/concert tickets Find nearest ATM/bustop/bank Manage meetings schedule Internet services platform Receive next job info Connect to CO. intranet Excitero Check inventory levels Download technical specs Send invoices Get travel information Confirm flight, order a taxi Translate text Check exchange rate Figure 5.3 Connecting user language with service implementation Communication parties Volume based: based, example: End user Forecast mobile data Human/machine Messaging increasing Client/server E-commerce coming up Peer-to-peer Media based: Voice, data, Security based: Implementation based: video, MM E-commerce I-VPN Example GII: QoS based(3GPP): Conversational Conversational Info type based: Interactive Streaming Messaging Interactive Entertainment Information Intra company Telecom Background Network Location Casting business Business transaction E-commerce (VAS) Figure 5.4 Examples of service segmentation Among the translation tools there is service segmentation or grouping. Some segmen- tation methods are close to the user and others closer to implementation. A number of alternatives are presented in Figure 5.4. 5.1.2 OBJECTIVES Understanding service attractiveness and potential, and the success factors are crucial conditions to make the business cases realistic and a good base for decisions. When Understanding Changing Telecommunications - Building a Successful Telecom Business summing up the required need for service-oriented competence, it covers all the main parts of the operator processes: Business-oriented selection of services and partnering for implementation. Network design for service support, including service network design. Service management and marketing. Service-