Australia has set a strong ambition to capture opportunities presented by the emerging digital economy. Much discussion has focused on the significant investment being made in broadband infrastructure. Other factors will also impact Australia’s ability to achieve its vision of a dynamic digital market. There will be the requirement for a complex service delivery environment including retail, wholesale service providers, digital content providers as well as future digital applications. This paper makes the case for industry to turn its attention to the operational market structure and processes that will support this future environment, including the key multi-party relationships and interdependencies that will underpin the required high levels of user experience and Australia’s ultimate success.