NSBM 1 © Sakari Luukkainen T Network Services Business Models (3 cr) Sakari Luukkainen Faculty of Information and Natural Sciences Department of Computer Science and Engineering

NSBM 2 © Sakari Luukkainen Background of the course Most of the commercial success has been related to GSM / 2G technologies in mobile communications business Hype driven excessive expectations and related high license costs have delayed 3G development Recent hyper price competition in the finnish mobile voice and SMS market - GSM related mobile services have become commoditized Slowdown in the mobile communications business - the development only have moved first two steps forward and now one step backward – industry back to the realistic growth track Price competition has no settled down and opened market for differentiation by mobile multimedia services

NSBM 3 © Sakari Luukkainen InternetMedia GSM UMTS Background of the course

NSBM 4 © Sakari Luukkainen Goal of the course The course is especially designed to Telecommunications Software A2 Study Module and to Master's Programme in Mobile Computing To describe describe the challenges service providers face in offering new mobile services taking into consideration both the business aspects and the fast developing technology requirements and possibilities The course focuses on theoretical models of the network services commercialization process as well as practical case examples related to mobile multimedia services

NSBM 5 © Sakari Luukkainen Graduating the course The preferred prerequisite for this course is basic knowledge of telecommunications networks and business economics 9 lectures (incl. intro and visiting lecturer from industry), on Tuesdays hall T3, at Exam requirements consist of the lectures and the following book: Bernd Eylert: The Mobile Multimedia Business, Requirements and Solutions, 2005

NSBM 6 © Sakari Luukkainen Graduating the course First examination is at in lecture hall T1 and the enrollment to the exam will be done via Topi, 4 exams / year Exam consists of three essay questions of which two is compulsory, six concept definitions and one applied question concerning some real life business case The exam results will be published within a month in the T- 109 notice board

NSBM 7 © Sakari Luukkainen Compulsory courses S Telecommunications Forum 1-5 T Technology Management in the Telecom Industry 3 S Operator Business 3-5 Optional courses T Research Seminar on Telecommunications Business 5 T Computer Networks II 4 T Networked Business Processes and Models 4 TU Strategic Management of Technology and Innovation 5 T ICT Enabled Commerce 4-6 Networking Business A3

NSBM 8 © Sakari Luukkainen Master’s Thesis Scope  Emerging technology / Product strategy analysis  New telecom service commercialization  Integration of ICT & business processes

NSBM 9 © Sakari Luukkainen Employment opportunities Many new business possibilities open up with unclear market need - many failures and unexpected success - need for increasing attention of innovation management There is an increasing number of positions in telecommunications companies, which require techno- economic skills Networking Business studies will open up positions in e.g. product management, product marketing, sales, consulting and R&D project management in the telecom sector

NSBM 10 © Sakari Luukkainen Agenda Introduction, Sakari Luukkainen Mobile Communications Industry, Sakari Luukkainen 4.3. Service Diffusion Models, Sakari Luukkainen Mobile Communications Markets, (chapter 2), Sakari Luukkainen 1.4. Services and Applications, (chapter 3), Sakari Luukkainen 8.4. Spectrum, Regulation and Licensing, (chapters 5,6), Sakari Luukkainen Mobile Consumer Behaviour, (chapter 7), Sakari Luukkainen Mobile Services and Business Processes, Sakari Luukkainen Mobile Services Industry Case, NN Examination