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T02A	Tuesday, June 3 · 9:00 am - 10:30 am

Enabling and Implementing Profitable Business Models for Broadband Services In classic "chicken or egg" fashion, achieving a mass market for broadband hinges on compelling broadband content, while the availability of compelling content depends on the presence of a broadband mass market. One common way forward is the "walled garden," where the broadband network operator negotiates agreements with selected content suppliers and offers a limited set of quality-assured broadband "channels" to its subscribers. At the other end of the spectrum is the "chaotic Internet" model, where the broadband network operator's network is used merely as a conduit to any number of independent content suppliers with no quality guarantees whatsoever. The subscriber experience, and willingness to pay for the content, can vary considerably between these two extremes, as can the fortunes of the network operator and content provider. This session takes an in-depth look at the role of the broadband network operator and content provider in the service-delivery value chain and examines architecture and business model options for the profitable delivery of quality-assured broadband services. How does compelling content affect broadband adoption and subscriber loyalty? How can broadband network operators enhance their subscriber's experience with broadband content? What business models and network elements are necessary to deliver quality-assured enhanced broadband services? Chairperson Jay Fausch, Senior Director, Strategic Marketing, Alcatel, is responsible is responsible for leading the company's worldwide strategic marketing efforts focusing on broadband access and DSL. After beginning his career with Xerox Corporation, he worked for AT&T/Lucent, where he was engaged in business development, marketing, product management, and planning positions in several business units of the company, including Paradyne, where he was director of product management. Speakers Michael Bowling, Vice President, Marketing, FastAccess DSL Services, BellSouth, is responsible for the strategic direction and product management of BellSouth's consumer and business narrowband and DSL Internet products and services. Tyler Goldman, Vice President, Business Development, Movielink, is responsible for guiding the corporate growth of Movielink, including all of its strategic partnerships. His current focus is on developing partnerships to boost the demand for video content over IP, add value to Movielink's products, and improve the quality of the Movielink service. Jim White, Vice President, Regional Marketing, Fixed Networks Division, Alcatel, supports customers in the United States and Canada. His organization helps customers to develop profitable broadband access deployments and carrier-managed services and to evolve their networks to accommodate the rapid growth of IP traffic.