Tomi T. Ahonen

Joe Barrett

UMTS is not about Technology, it is about Services... The UMTS or 3G environment is the ultimate convergence of fixed and mobile, voice and data, content and delivery. The result will be the largest and most complex communications system that man has designed. If you want a challenge then this is the industry to be in. Services for UMTS (Universal Mobile Telecommunication System) or 3G (3rd Generation mobile networks) is a book about the near future, where UMTS allows mobile phones and other devices for communication, entertainment, personalised services, utility and fun to be used in new ways. While it is difficult to predict the potential of UMTS in the future in a precise way, broad categories and general service ideas are emerging. This book looks at over 200 of these possible applications and provides more detailed scenarios for over 100 of them. It explores these ideas in depth, with suggestions on how to create exciting and viable services for a new world. This book intends to answer many of the current UMTS service questions as well as introduce new ideas and concepts to enable operators to create a winning UMTS services strategy. * What should the focus of service creation be to ensure early time to profit in UMTS? * What are the key market segments that should be addressed with UMTS services? * Is there a killer application or applications that will revolutionise the industry? * What are the differentiating factors that will separate the leaders from the UMTS pack? * 15 aspects of the business analyzed by value chains and business models * The 5 M's of successful UMTS Service Definition Written for the non-technical reader and with a strong business focus, Services for UMTS is a "must-read" for anybody wanting to enter the UMTS environment, make money in it, or to understand it.

Creating Killer Applications in 3G

Services for UMTS

UMTS as a technology allows for exciting new applications of some of the best ideas of services in the fixed telecoms, cellular/mobile telecoms, and internet environments, with many revolutionary new possibilities which simply do not exist in the current media and communications vehicles.The current worldwide interest in UMTS/3G is driven partly by the iminent roll-out of the new infrastructure during 2002/3. The general consensus in the telecoms industry is that that services will be driving this new UMTS/3G industry, and with no historical reference points, a large worldwide demand exists for this type of book. 'm-Profits: Making Money from 3G Servives' will discuss 3G services from the view of what is needed for the service to provide value to the user, which technical features of the 3G network will be used, what is the value proposition for the user, how will money be made out of delivering the service, and discussions on how revenue sharing propositions might work to benefit content providers and network operators. * Addresses subject from the viewpoints of network operator, virtual operator, service provider, content provider, and end-user * Explains how will money be made out of delivering 3G services * Covers the key issues of 'revenue sharing' and competition * Includes 12 service vignettes Essential reading for mobile operators dealing with marketing, product development, 3G people, content providers, business Development, mobile Services people, consultants, bankers and media professionals.

Making Money from 3G Services

m-Profits

Sara Melkko

Timo Kasper

Next generation wireless is not about technology, it is all about marketing.... What is the service offering rather than the features of the latest handset? Who are the customers and which are the most profitable? How do you identify and market to communities? How do you tariff for profit? If you need to know the answers and more, you really need to read this book. In the 1990s mobile operators underutilized marketing and only focused on rapid expansion of capacity and connecting new subscribers. Today, with the mobile services industry more mature and competitive, the authors unveil how more modern marketing is needed for success both in market share and profitability. 3G Marketing explains the role of early adopters, communities, reachability, brands, portals, and handsets to 3G success. It shows how success in 3G is dependent on successfully building strategic partnerships by covering issues from market intelligence to sales channel support. Aimed at the non-technical person, this authoritative resource gives clear and practical advice on how to use modern marketing methods to promote and sell mobile services. It provides a perfect and invaluable introduction for anybody entering mobile telecoms or companies faced with the need to partner with operators as crucially, it explains how services and applications can be brought to the market in the fiercely competitive 3G marketplace.

Tomi T. Ahonen

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