The presentation covers the following topics: TeliaSonera in brief, TeliaSonera's proportional number of mobile customers, ecosystem of mobile services, ecosystem examples: DoCoMo i-mode and European GPRS content services, vertical services and examples: WAP, Symbian OS applications, MMS, change towards more operator control, operator, co-branded and software customized phones, value web for (vendor) phones 2002, value web for operator phones 2005, operator phones with pre-configured services, why do operators want operator phones?, disadvantages of operator (subsidized) phones, Orange Signature phones, some operator, co-branded and software customized phones, market segmentation and operator phones, example of market segmentation, Nokia’s mobile phone style/function matrix, example of customer segmentation: DoCoMo F671i "raku-raku" phone, mobile content value chain, regulation and the mobile content value chain, environments for 3rd party content services: walled gardens, semi-walled gardens, open Internet, zed and content value chain, DoCoMo and content value chain, TeliaSonera Finland and content value chain, Vodafone UK and content value chain, Orange UK and content value chain, 3 and content value chain, global smart phone market (Apr-Jun, 2004), Nokia’s Symbian strategy, Series60 for operators, need for intelligent operator middleware, operator alliances: Open Mobile Terminal Platform (OMTP), software customized Sonera phone, TeliaSonera and easier service setup for phones, Sonera Menu application, mobile content services at TeliaSonera, Sonera Plaza menu , TeliaSonera Finland’s content revenue sharing model, and summary.