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This paper analyzes the necessity and requirements of switching from service-oriented operations to product-oriented operations in telecom industry, which helps to solve the conflict between more and more homogeneous telecom services and individualized customer demands. Then this paper puts forward a comprehensive definition of telecom product, and presents a structure framework of telecom product consisting of 8 ingredients: telecom service, information content and application, tariff, targetdoi:10.1007/978-0-387-76312-5_38 dblp:conf/ifip8/ZhaoS07 fatcat:jk4t5yshurb5pm7tphbgfa57gm