1. New Telecommunication Services Shape the Social Behavior, but in the Same Time Are Driven by Social Demand. At the end who shapes whom? dariusz.rozanski@szczesliwice.net New Telecommunication Services Shape the Social Behavior, but in the Same Time Are Driven by Social Demand At the end who shapes whom….?

2. New Telecommunication Services Shape the Social Behavior, but in the Same Time Are Driven by Social Demand. At the end who shapes whom? dariusz.rozanski@szczesliwice.net Agenda: Communication is about moving content Success stories to learn from Understanding the human being real communication needs Communications drives the human behavior, but in what extent? Communication industry a driver or a follower for the human behavior? Conclusions

3. New Telecommunication Services Shape the Social Behavior, but in the Same Time Are Driven by Social Demand. At the end who shapes whom? Communication is about moving content dariusz.rozanski@szczesliwice.net Communications services evolution - a recent history 1.Connectivity 2.Broadband Services 3.User Centric Broadband Services Anyhow! Anytime! Anywhere!

4. New Telecommunication Services Shape the Social Behavior, but in the Same Time Are Driven by Social Demand. At the end who shapes whom? About communications technologies…. dariusz.rozanski@szczesliwice.net What makes a technology more cost effective than the others? -Openness -Standard driven -Efficiency -Complexity and flexibility level What differentiate a successful technology from an unsuccessful one? - Adoption level - “Killer applications” - Efficiency

5. New Telecommunication Services Shape the Social Behavior, but in the Same Time Are Driven by Social Demand. At the end who shapes whom? Every time, it is about a good business case, but.. dariusz.rozanski@szczesliwice.net Favorable Context Innovation aspects Internal technology aspects Economics aspects External needs & demand related aspects Right time to market aspects Are all the aspects simultaneously considered ?

6. New Telecommunication Services Shape the Social Behavior, but in the Same Time Are Driven by Social Demand. At the end who shapes whom? Success stories to learn from Minitel, a success story Started in 1982 Until 1999 over 9 million terminals in France used by 25 Millions users phone directory (free), mail-order retail companies airline or train ticket purchases information services databases message boards dariusz.rozanski@szczesliwice.net DIVERSITY

7. New Telecommunication Services Shape the Social Behavior, but in the Same Time Are Driven by Social Demand. At the end who shapes whom? Success stories to learn from dariusz.rozanski@szczesliwice.net Internet communications – Why a success story? Diversity and freedom of innovation Broad variety of services to satisfy all the communications needs driven by users Content’s volume and diversity Openness to development communities Developed by the users to satisfy their communication needs! FREEDOM

8. New Telecommunication Services Shape the Social Behavior, but in the Same Time Are Driven by Social Demand. At the end who shapes whom? Success stories to learn from dariusz.rozanski@szczesliwice.net mobile communications stories – why they were success stories? MOBILITY

9. New Telecommunication Services Shape the Social Behavior, but in the Same Time Are Driven by Social Demand. At the end who shapes whom? Success stories to learn from IPTV an example of how to apply the learnt lessons! dariusz.rozanski@szczesliwice.net Comprehensive Customization Internet Internet to TV Broadcast vs. unicast information IPTV ~100 ~15 CUSTOMIZATION

10. New Telecommunication Services Shape the Social Behavior, but in the Same Time Are Driven by Social Demand. At the end who shapes whom? Understanding the human being’s real communication needs dariusz.rozanski@szczesliwice.net Communication - the key factor for the human being society Different human being implies different communication needs Are we prepared to satisfy these needs in most details? Not yet! Understanding the real needs creates complex models which are rising challenges and opportunities New services should be shaped by the today’s real communication needs DIVERSITYFREEDOMMOBILITYCUSTOMIZATION

11. New Telecommunication Services Shape the Social Behavior, but in the Same Time Are Driven by Social Demand. At the end who shapes whom? Communications drives the human behavior, but in what extent? dariusz.rozanski@szczesliwice.net Admitting or not we are addicted to the communications services But this is not mandatory bad because communications technologies help us to evolve and adapt within an informational society forever in moving

12. New Telecommunication Services Shape the Social Behavior, but in the Same Time Are Driven by Social Demand. At the end who shapes whom? Communications industry a driver or a follower for the human behavior? Between communications services and society exists an interdependence which refers to the never-ending cyclical co-dependence, co-influence, co- production of technology and society upon the other dariusz.rozanski@szczesliwice.net Every new communication services advancement is due to some influence from society – which became more and more significant Nearly every aspect of modern life is influenced by communications services

13. New Telecommunication Services Shape the Social Behavior, but in the Same Time Are Driven by Social Demand. At the end who shapes whom? Conclusions dariusz.rozanski@szczesliwice.net Is upon us to decide the extent of addiction we are accepting and its influence toward society getting into consideration the good and bad effects and our willingness to evolve. Communications services simplifies life: -rise of a leisure class -more informed society -global networking -creation of denser social circles

14. New Telecommunication Services Shape the Social Behavior, but in the Same Time Are Driven by Social Demand. At the end who shapes whom? Personal details: Name: Surname: Company: Phone: E-mail: Costea Iulian Alcatel-Lucent Romania +40 21 2034923 Iulian.costea@alcatel-lucent.ro dariusz.rozanski@szczesliwice.net Because the world is Always ON!