1. From: what users want To: sustainable business models Els van de Kar and Xiaofeng Ma Beijing Workshop 2007-12-07

2. Agenda What is happening? R&D issues

3. Holistic set of critical choices to transform industry Service convergence Device convergence Industry convergence Network convergence Regulators convergence?

4. Holistic set of critical choices to transform industry

5. Summary of vision User and services –Societal: Community Feeling, Digital Literacy, Increasing Mobility Value chain and business models –Economical: Changing Powers, The Rise of the Long Tail, Open Source, Free Content

6. Driving forces (1a) People watch Mobile I-TV in specific situations

7. Driving forces (1b) Social and user-centric way of watching will co-exist

8. Driving forces (1c) Youngsters live in a radically new way with new media. It deeply interferes into their life and society –Europe: social –USA: commercial –China: status

9. Driving Forces (2) Everybody is a journalist

10. Driving Forces (3) We (will) know everything about each other: how to deal with it?

11. Driving Forces (4) Current Quality of Service and Ease of Use are not good enough path to improve?

12. Driving Forces (5) What are the business models to invest in infrastructure from an investment point of view the pay-back time is too long

13. Driving forces (6) Copyrights and royalties system is not sustainable

14. Driving forces (7) Consumers will follow brands; who will create the brands?

15. An example of Value Chain reconfiguration: Joost.com: Internet TV (Dirk-Willem van Gulik, CTO Joost, 2007)

16. R&D issues summary 1.Context: how will Mobile I-TV be used? 2.Content production: consumers will be journalists? 3.Privacy: how to deal with fact that everybody can know everything from each other? 4.How to manage Quality-of-Service and Ease-of-Use?

17. 5.What will be the value chain(s) for mobile I- TV? 6.Pay-back time to invest in infrastructure is too long What are the business models for infrastructure providers? 7.What are the revenue models for the media industry if content cannot be protected? 8.Mass markets are reached by brands how do brands come into being? R&D issues summary

18. Questions?