Alcatel-Lucent has launched its book "The Shift: The Evolving Market, Players and Business Models in a 2.0 World." This book discusses how the emerging ecosystem of service providers, developers, advertisers and consumers stands to benefit when smarter networks are used as development platforms. The resulting potential market opportunity is as much as $100 billion within the U.S. market alone.

At its core, the book analyzes the rapid pace of consumer technology adoption and its impact on service providers, enterprises, application developers, content providers, and handset manufacturers as they scramble to meet the exploding demand for bandwidth and Web 2.0 service access anytime, anywhere and over any device. It cites market research commissioned by Alcatel-Lucent to demonstrate how a collaborative communications ecosystem is necessary to address the challenges.

“’The Shift’ is the result of over a year of research and analysis; and maps a compelling and profitable future for both the service provider and application developer in the Web 2.0 world,” said Allison Cerra, head of marketing for Alcatel-Lucent Americas and one of the book’s authors, in a statement.

Among the book’s findings:

  • Parents, social networkers, online video enthusiasts and gamers value applications that incorporate network-based intelligence. They will pay 25-35 percent more for a service with three capabilities operating simultaneously versus a service with one capability.
  • Over 50 percent of consumers are comfortable sharing sensitive profile information, such as location, presence and online behaviors, with their mobile provider.
  • Nearly 50 percent of commercial developers would use network-based APIs and are willing to pay twice as much for APIs bundled together versus those sold separately. Enterprise IP developers will pay up to three times more.
  • A third of U.S. advertisers would use network services that enable them to deliver
  • advertisements across social media sites based on user interests and behaviors.

Despite the complexities created by today’s industry fragmentation, the book found consumers are stringing together different services and devices, convinced it is worth both their time and money. For example, watching a video today often requires consumers to: load the video onto a mobile video device like an iPod; watch on-demand streaming video over their PC or hook it up to their TV; access the video directly on their TV if they have a set-top box or special Internet-equipped DVD player. This complexity can be eliminated to provide a seamless, enhanced service experience when the intelligent networks of service providers are leveraged.

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