Ericsson will be chairing and moderating a distinguished panel session called "Leveraging Broadband to Create a Sustainable World" at the Broadband World Forum Europe 2009. Hear from esteemed members of the international ICT and stakeholder community on how telecomsÑand Broadband in particularÑcan become an integral part of the solution to the world's climate problem.

This panel will discuss the need of multicore in response to future requirements of high performance and in support of enabling next-generation class of applications and services with rich multimedia content. A special panel of experts will explore the needs of multicore enablement at different stages from instruction set architecture (ISA) compilers, OS, debugging, simulation, and IPs. The session will link with the technical initiatives undertaken by Power.org technical committee and capture proposed items in advancing multicore/virtualization based on power architecture.

As more service providers enter the content value chain, the status quo changes and issues and new solutions arise. This Plenary Panel will discuss the content ecosystem and the role service providers play, value they bring and issues and alternatives that need to be addressed. This Plenary will also discuss the roles and value that other players in the content ecosystem bring and solutions they provide.

After three years of experience with Belgacom TV, a complete digital TV offering over a DSL infrastructure, Belgacom looks back at the technical and content challenges it faced in order to prepare for the future.

Items that will be discussed by this panel include the following:

• The impact on technology and how technology providers are evolving to support the increased demand of service providers to counter technical challenges
• The increasing customer expectations in terms of interactivity, quality, and "integration" of content in multi-platform environments
• The overall impact this (r)evolution has on the broadband community, the way people "look" at content, the interactive part of the IDTV offering
• The answer of content production companies and broadcaster by delivering new formats

  The panel brings together industry leaders in both domestic and international markets and should give attendees a good insight into the challenges of bringing IDTV to the market. In conclusion, there will be an open discussion on how the next TV experience will look and what could prevent companies from getting there.

Enterprises are looking for communication cost reduction and employee productivity improvement while dealing with ever-increasing mobility. An Economist Intelligence Unit survey indicates that nearly half of firms between 51% and 100% of employees use allocated mobile devices, while in three years, 71% of firms will be the case. Are service providers well positioned to solve these enterprise business issues? And how could service providers capture such opportunity and deliver value to enterprises? A new wave of managed services could transform opportunities into reality for both enterprises and service providers.

With managed services, including managed business communication and managed data networking, service providers can meet more and more expected enterprise requirements via flexible models (e.g. hosted, managed and service on demand, ...). With the most experience to satisfy small, medium, and large enterprises, as well as service providers, this session will address these new requirements by leveraging cross-industry knowledge, research and innovation, flexible deployment models, comprehensive go-to-market support and broad partners eco-system.

Subscribers look for fast and easy access to content that is integrated across the many information silos that presently exist. Broadband operators' success depends on building a multi-channel approach to premium content and services. The converged approach ensures users can access what they want, when they want it.

According to Martijn Blanken from Openwave, getting users back to an operator's portal is an age-old problem in terms of driving revenues through upselling additional services. But as broadband and messaging evolve, new opportunities arise that extend the reach of operator content from the traditional desktop for subscribers to non-subscribers and mobile devices.

Mr. Blanken will explore the messaging opportunity for broadband and how operators can launch additional services within voice and e-mail to create personalized services such as advertising tightly targeted to the user and create new revenue streams. Mr. Blanken will cover topics pertinent to broadband operators.

Video has finally reached into the merger of the entertainment, communications, and technology revolution and making itself heard. Call it a video tipping point, a video revolution, or simply the next logical step in video to the consumer on all platforms, all the time, but something big is at hand. Video search is becoming the hot-button topic, and one must ask the question, what are they searching for?

As broadband brings video to the consumer on any number of devices, there is no shortage of video content. From the billions of hours of already-existing libraries, the daily output of the global news and content providers to the trillions of hours of "personal video," call them v-blogs, video podcasts, mobisodes, or personal video chat, our universe is past the point of no return. We are now simply codifying the experience, giving it form and coherence. For those who are with us today, welcome to the party, because you will remember this tipping point moment forever.

Recent technology advancements means that content is available over multiple platforms and can be frequently reproduced for free and without quality loss.

But this doesn't mean that content has lost its value. Everything has a value, even so-called free content. Media companies increasingly understand that content distributed over multiple platforms creates more revenue opportunities, mostly well beyond traditional copyright protection, which doesn't define content value but merely asserts the right to its value.

Monetizing content and giving it value is more about enabling access than restricting access, so the value of content is only as high as the quality of the engine managing it.

The diminishing power of broadcast channels and increase in program content means that value of content will be determined by smart EPGs rather than copyright restrictions. This session provides an insight into some of the current technologies and business model innovations by key industry players.

Rich media services via PC, mobile, handheld, and TV are gaining popularity in the Asia-Pacific. Telecom operators are looking for ways to improve overall customer experience in order to drive more purchases.

Having a 360-degree view of customer buying behavior, history, and content preferences would provide critical insight and analytics into up-selling and cross-selling; flexibility in pricing, discounting, and bundling, as well as making content available anytime, anywhere, at an acceptable price point would also help maximize ROI on a piece of content.

From content owner perspectives, there are more and more content owner operated portal/video-on-demand services; does ownership of customer billing relationship matter? How would rich media service consumption evolve going forward? How can telco operators and content owners find a mutually profitable ground to operate? The panel of content owners and service providers will offer a comprehensive discussion on these issues.

A transformation of advertising is steadily taking form. As the digital technologies emerge and engage the consumer in new and better-understood ways, the relationship between the brand, the agency, and the consumer is beginning to realize itself within a more fully defined business model. With a stronger economy and the gaining strength in all sectors of digital transmission, from cable and satellite to mobile, games, podcasting, and broadband, an advertising strategy in a diversified digital environment, while proving to be challenging, is nonetheless finding its footing. Technology has forever changed the landscape, and it is up to the creative team to design and develop new tools, visions, and strategies to grow within it.

Wireless access is not coalescing into a single, universal solution but rather in 3G and beyond sprouting many new technologies and variants. By the time the BBWF Asia 2008 is held, service providers and vendors will have made first experiences with WiMAX deployments as a wireless substitute to wired DSL systems or an alternative to mobile networks supporting nomadic or even enhanced mobility. In the long run, a seamless migration of connections across various fixed-mobile broadband networks will be possible. Terminal devices with multi-access capabilities (HSPA, WiMAX, WiFi, DSL, or fiber-to-the-home) will enable end users to access their applications over any network, at home or on the move.

But today our industry struggles to position and understand WiMAX (802.16e) and HSPA versus fixed broadband technologies. This session summarizes the relative strengths and opportunities in each system and shows vendors, operators, and subscribers that a win-win solution exists.

With the growth in mobile broadband and triple play, there is quite a bit of focus on Ethernet transport and service-oriented networks. The attention to such dynamics has resulted in new proposals for overlay architectures and associated standards definition is the industry. In fact, Ethernet aside, one could argue that IP is the overall service glue in all these discussions. This panel will discuss these industry dynamics and impact of new carrier Ethernet/transport technologies to service provider architectures and business models. What problem do service providers want the industry to solve? What challenges do these service providers see in retaining a competitive edge moving forward? What are the potential disruptors to the service provider business?

The Asia-Pacific continues to lead the world in broadband penetration, speed, and innovative new services. As broadband begins its reach into the next billion end users, key questions must be addressed: How best do we reach this next wave of users? What do they want, what will they pay for, and how much? How do we deliver maximum capability, capacity, and mobility while still driving profitability? Also, what will the new services themselves look like — e.g., Web 3.0, next-gen TV, P2P mobile video — in both the residential and business sector?

What are the key enabling technologies to deliver all this, and what promising developments are on the horizon? What service providers are leading the innovation curve, and how can the industry learn from their experiences to date? Join this panel of senior industry executives as we look into the future of broadband-with real-world implications for today's networks and services.

This panel will address the key business and technology drivers for outsourcing and managed services and the associated benefits and advantages for other communication providers and their customers. It will also address the impact of outsourcing and managed services on the legacy operations together with the challenges faced by telecom operators to transform legacy processes and systems.

With shrinking legacy revenues and the growth of new revenues happening slower than expected, cost efficiency is becoming more and more important for carriers together with the challenges of speed to market and customer focus – outsourcing can help carriers transform their business and make it a reality. BT has a wealth of experience and in-depth understanding of the importance, complexity, and mechanics of outsourcing and managed services.

Service deployment is the lifeblood of service provider revenue streams, but it has traditionally been the riskiest and most expensive strategy. It's now widely acknowledged that the "killer app" no longer exists, and it's the breadth of services on offer and attractive bundles that allow operators to continue to thrive.

During this session, industry best practice in service innovation, collaboration, and delivery will be discussed.

The Web 2.0 world gives control to users. Users can decide where they want to go to get a service/ product and decide to use a different business each time. With no limitations and a proliferation of businesses, what business model survives? At what point does it become a risk? How is the right balance achieved?

In the present era of service convergence, enhanced multimedia has exploded into a digital revolution. Subscribers demand rich applications on a single device, thereby originating the need for device convergence.

Envisaging such converged and yet perpetually evolving multimedia products is a challenge to the OEMs and ODMs.

On the other hand, with the advancement of network bandwidth and continuous convergence of functions into end-user devices, the breadth of services has grown considerably. While this might be an opportune time for manufacturers and network operators, end users are overwhelmed by the complexity of services. This is especially evident when content and functions are developed without keeping end users in mind.

Therefore, the focus should also be on to develop a user experience that is so intrinsic in nature that no prior training is necessary for end users to take full advantage of the services' value.

Service providers continue to evaluate and pursue different IP transformation techniques and more flexible service deployment and building human capabilities essential for competing in a converged media and communications industry.

As operators in the midst of IP transformation acknowledge that successful programs require more than successful technology implementation, operators about to embark on transformation initiatives have much to learn from the early movers, including where the big wins lie.

Achieving success in business, network, and operations transformation demands that operators depart from business as usual practices. Leaders in the market will discuss how they have addressed the challenge of getting beyond business as usual in their transformation programs.

Topics will include the following:

• Business strategies and risk mitigation for fundamentally breaking the mold on vendor relationships to drive transformation
• Training your staff to be customer-centric
• Best practices to address operations in an all-IP environment to achieve a new world business model
• What it takes to build a next-generation telecom

The next revolution in communications is well under way. It is not a new technology, but rather the integration of different silos of communication and collaboration technologies into a single, transparent user experience accessible from familiar telephony devices and workgroup applications.

By combining voice, video, and Web communication with instant messaging and presence detection for people and devices, users will have the most powerful communication and collaboration capabilities to date.

Hear the vision behind this emerging trend, learn about the integration work already under way from major telecommunications and workgroup application companies, and how these next-generation solutions will drive greater productivity in the workplace.