# Sustainability as a Challenge and Driver for Novel Ecosystem 6G Business Scenarios
## 3 Results
### Identified Forces
Internet webscale companies exploit collected user data utilizing their cloud-native platform ecosystem with AI to compete with telecommunication operators on the ownership of customer relationships driven increasingly by the user-perceived experience value than connection utility. Furthermore, internet companies operating over-the-top (OTT) increasingly offer basic voice and messaging telecommunication applications in a carrier-neutral way and compete in the rapidly growing cloud infrastructure and service business. Trends related to urbanization build on the 85 percent of gross domestic product globally created in urban areas today, and future mega-cities will be the powerhouses of the global economy. Predictions for the world in 2030 estimate 5 billion urban inhabitants, residing in 3 percent of the globe, but consuming 80 percent of energy and producing 75 percent of carbon dioxide. Hasty urbanization in the developing world is applying growing pressure on public utilities, environment, and health. Demographic forecasts divide the 9 billion people in 2030 into two groups. Sub-Saharan Africa and South Asia will face explosion, while the growth of inhabitants in Europe, Russia, and China will stall. Cities will be increasingly autonomous with distinct identities and social and economic values. 6G will bring mobility and internet to the next billion, enabled by affordable ubiquitous connections. Rural and urban areas will be served with applications and digital services using native languages,at an unprecedented scale and with growing impact on achieving the United Nations' Sustainable Development Goals (UN SDGs) and driving sustainable economic growth [6]. In the 6G era, private networks can be deployed irrespective of mobile operator driven by variety of local operators. For example, private networks for industrial segments call for high mission-critical performance in terms of coverage, capacity, latency, reliability, security and privacy, and operational management. The next generation network will connect and integrate not only a variety of devices but data and algorithms across wide range of services for industries, utilities, and communities. Private community networks for privacy in personal space may emerge and only rarely connect with the public internet. The hyper-connected globe trend forecasts that 90 percent of the global population will be able to read, have access to the internet, and be mobile. 6G will empower urban and rural living with rights to transparent information citizenry, present at the intersection of geopolitics and nationalism. Thus, 6G connectivity-enabled growth in content, context, and commerce intelligence will require aware regulation balancing security, privacy, and sustainable business. The 6G users will be progressively sophisticated in both producing and consuming--\"prosuming\"--content and application, while being rooted in their local environment from human-machine interfacing (HMI) to local economies. Industry 5.0 (15.0) will leverage HMI across applications, services, and processes. With on-line data, AI, and a digital twin of the manufacturing process, industries transform towards the servitization of products. Novel digital automation platforms will reduce complexity friction and have a positive impact on scalability, replicability, and sustainability. 15.0 facilitates the long tail of mass customization, localization, and closer users' interaction, deploying the highest standards of safety and environmental protection. Cybersecurity and trust will be ubiquitous requirements in the hyper-connected world. Even a momentary loss, subversion, or corruption of technology can result in catastrophic harm to society, our lives, and businesses, e.g., related to medical devices, robotic safety, public safety, critical infrastructures. There is urgency for novel innovations to safeguard society and to make critical infrastructure resilient to unexpected emergencies.