networks'. Middleware provides a semi-manufactured functionality for adaptation to and opti- mization over different networks and even presentation to the user. Middleware decreases flexibility but shortens development time. It seems natural to also allocate service econ- omy features (efficient coding, user data and header compression etc.) to middleware rather than to added value. Service enablers and middleware are just the beginning of a service layer termi- nology situation that initially may be somewhat tricky to sort out for 'connectivity oriented' readers. End-User Needs and Demands 'People often ask how I know what people want. I tell them that the difficulty is to know what people don't know they want.' 2.1 OBJECTIVES The user is a key component in the flow shown in Figure 2.1. The main objective of this chapter is to efficiently integrate this component into the flow by means of an improved user understanding. This helps us improve business planning, product development, mar- keting and sales, and customer service. Telecom business actor basic part 1 Roles 2 End-user Chapter 2 Business plan segments Processes Identify Technical plans revenue oppor- tunities 4 Elaborate service 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, by A. Olsson © 2003 Ericsson och Student litteratur. 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 di