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With infrastructure development well underway, NEC is shifting attention towards developing the complex service models that will be needed to make 3G technology both acceptable and attractive to subscribers - and ultimately generate revenue for operators and their business partners. The White Paper calls for a four-sided partnership to develop the new 3G services between operators, handset manufacturers, infrastructure specialists and content providers, replicating the successful i-mode model.

The paper, entitled "3G the way they want it", outlines the six key considerations NEC views as crucial to driving the uptake of these services. It covers issues such as making volume-heavy video content easily downloadable; anytime, anywhere data access and exchange; and the security concerns that might shake consumer confidence in using 3G devices as transaction tools. It also addresses questions of one-to-one marketing and personalisation, whilst protecting consumer privacy.

"The first 3G networks have been built, the first calls made and the first subscribers billed. 3G deployment is no longer an outlandish fantasy spun by a handful of visionaries, but will soon be a business reality," explains Kevin Buckley, Head of Operations at NEC UK 3G Mobile Systems. "Until now, operator focus has rightly been on building the 3G networks that will underlie future operations, but this is the time to move the debate forward to the specifics of revenue generation."

"A new kind of partnership model is needed in the 3G economy - where operators build 3G services in close collaboration with handset manufacturers, infrastructure suppliers and content providers. The successful i-mode model is founded on this kind of partnership, and should be mirrored with 3G services," he continues.

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"Only by beginning the process of developing appropriate partnerships and business models, and testing new technologies now, will operators be able to win the all-important early customer share that will ultimately generate return on the investments already made in 3G."

NEC can claim an impressive pedigree as a pioneer of 3G development. The company has built on its early commitment towards 3G R&D by delivering operational 3G systems in Japan and for mm02 and Manx Telecom in the Isle of Man.