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Strategic Marketing Manager Antoni Lacinai says: "Operators need cost-efficient solutions that can be integrated into their service network easily. With common functions in the service network, new services can be introduced much more quickly and cheaply."

Industry research suggests that the public is willing to pay for new mobile media services. Music, news and sports are seen as the most interesting but accessing e-mail, intranets and video telephony are also arousing public interest. Media companies are starting to jump on the bandwagon and the emergence of 3G is allowing them to exploit mobile media's possibilities.

The next step is to make sure the networks that carry these services run effectively. That is where Ericsson steps in.

"Our service network portfolio is very strong," says Lacinai, "With wide service-layer competence and solutions, including our own developed products as well as services and third-party solutions, our offerings include the entire network, from the service network to the core and access networks.

"Take MMS as an example. Around half of all multimedia messages sent today go through Ericsson equipment."

Comprehensive hosting service In fact, Ericsson is offering a comprehensive hosting service that includes supplying the network to providing the applications and even delivering the content.

"This makes the time to market very short," says Lacinai. "We own the equipment and the operator doesn't have to worry about looking for third parties to supply content.

"We want to make it as easy as possible for everyone to access these new services. Take the tape dispenser. When a roll of tape is attached to a tape dispenser, 40 percent more tape is used.

"We're bringing the tape dispenser to the telecoms world, making it easier to use the services that are available. We are making sure that people get what they order and pay for what they get. That's why we put so much focus on features such as automatic device configuration and single sign-on functionality."

The revenue potential from mobile services is pretty clear. Handsets keep getting better and market research shows that the public is interested in using and paying for these services.

Now Ericsson has developed an effective, structured service-network portfolio, backed up by strong application support. The revenue potential has never been greater.