The Growth through New Content & Innovative Services Summit this week will explore the thorny question of how to make money in the coming age. In the near future, ubiquitous broadband and cloud services will provide applications, computing horsepower and storage. What kind of innovation will this propel and what kind of new digital marketplace will emerge remain to be seen.

App stores and mobile advertising are the dominant theme of the first session on Tuesday, from 2-3.30pm, while the second session (4-5:30 p.m.) concentrates on ostensibly more traditional, but shifting, territory starting with enabling the Telco 2.0 value chain. This moves into possible wholesale models, how the established value chain is collapsing and monetizing the emerging value chain.

Wednesday’s session begins with the transition to a smart society and the next generation networks that will help us get there such as 4G, and the challenges of deployment. The second session touches on the Telco 2.0 value chain, mobile advertising and apps and the growing role of analytics.

The afternoon starts with the future of media, entertainment and technology, then monetizing video and converging video and TV content. It concludes with a realistic approach to adding value over broadband, what application developers want and how to solve business to consumer and operator-to-operator issues in the Telco 2.0 model.

Thursday’s morning session looks at different approaches to managing and making money from content, then France Telecom’s Frederic Marx addresses the delivery of and billing for data and content on mobile in 2015. He is followed by a panel on net neutrality versus bandwidth cost.

Mario Domingo of Globe Telecom tells how the operator transformed the way it offers bundled services (using TM Forum’s NGOSS) to do it faster and more cheaply.

Telecom Italia talks about how to improve MPLS dramatically and SWIFT describes how the international standard ebXML/15000 is progressing electronic data interchange.