Telecommunications technologies and network architectures are constantly changing. This means that Telecommunications Service Provider (TSP) executives must make business decisions about products, services and markets against a moving target of network technologies and business and service strategies. In this unstable environment, strategic decisions are therefore often made without knowing how these changes will affect future revenues, costs and margins. This white paper describes how TSP business priorities are shifting in this new environment. It also explores the benefits and impacts of a ?top down? approach to service innovation and delivery.