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OSIAN – Operators Strategy, business models and demonstrations for using Innovative home services to increase the ARPU in the fixed Network
For further information please contact:

Adam Kapovits
Programme Manager
Wieblinger Weg 19/4
69123 Heidelberg, Germany

Project Information
What is this Project about?

The background for this project

Operators are experiencing the following trends: decreased ARPU in the fixed network, part of fixed telephony services moved to mobile, data traffic moves over to ADSL and shared ADSL connections are taking the profit from Telcos. In order to increase revenue from the fixed network again, new services have to be introduced in the private homes.

Previously new services were always connected to new infrastructure, e.g. the ISDN or ADSL modem. Customers are not longer willing to invest in new infrastructure, if they don’t see the value from services coming through it. Examples of smart houses have been established across the world, and (remote) control of home devices is available now. Advanced energy management has reached the market, and is implemented in new building blocks already. Wireless technology is mature to enable interworking of home equipment without new wires.

Time has come for operators to define their role: “Up to the door or under the blanket? To which extend shall we involve ourselves in the private homes?”

The study addresses the home market, products and developments going on, and it will suggest a roadmap when certain products will arrive in the market. The study will analyse the needs of customers for a system integrator or a service aggregator, suggest potential roles of Telecom operators, and provides a strategy for operators entering the private home.

Why should the proposed work be done by EURESCOM now?

This work will enable both EURESCOM and thus the shareholders to be proactive with respect to investments in the home market. It will address the different starting points of bringing services into the home, from PSTN, ISDN, xDSL, Broadcast, Cable TV or other networks. Eurescom is the unique place where operators can discuss openly their strategies, and match their arguments with qualified colleagues all around Europe.

What is the focus of the work?

The focus is on the analysis of finding “the best way” for service delivery into the private homes. Different strategies might be necessary in order to satisfy the specific requirements of the various user groups. Example: A teenager has other expectations to the home infrastructure and the services in the home (“I only need my mobile phone and the broadband Internet connection”), while technology-lost people will prefer an easy service provision. There are three major aspects to be taken into account: The user needs of the different users in the home, the infrastructure and the potential services.

What are the main objectives of this Project?

The main objectives of this proposal are to:
  • Identify the upcoming (potential) home infrastructure, e.g. wireless, media adapter, interconnectivity, gateway, …

  • Identify the users and the user needs, e.g. early adapters, technology-lost people

  • Analyse Telecoms situation today, e.g.: What are conditions for return on investment? What is the willingness to risk?

  • Treat the home as a collection of “service modules”, e.g. entertainment, communication and find appropriate infrastructure to satisfy service provisioning

  • Analyse experiences and results from trials/future homes

  • Develop a strategy for Operators, depending on the position in the market, e.g. fixed, mobile, ISP, incumbant

  • Establish roll-out scenarios to ensure service provision for the different service modules

  • Identify the business potential of the roll-out scenarios

What are the key results for this Project?

Results of the project will address

  • A systematic approach on user requirements in the future home

  • A state-of-the-art overview on potential infrastructure to supply home services

  • An analysis of user requirements for the various user-groups in the future home

  • An summary of experiences and results from future-home trials

  • Guidelines for operators how to approach the different home market segments.

What relationship exists to other organisations or bodies?


Project Results
Deliverable Title  No Planned issue date
User needs, technologies and markets for home systems (presentation) D1 August 2005
Telecom perspective on scenarios and business in home services (a paper presented at the Eurescom Summit 2005) TI1 July 2005
Towards a user centric service platform - an early adopter survey (a paper presented at the Eurescom Summit 2005) TI2 July 2005
Scenarios for operators providing services at home D2 Cancelled