Abstract
The future of a sustainable health system implies to extend the healthcare system. To achieve that, there there are a lot of questions about behaviour modelling, value creation, value networks and business models that need to be answered as technology is already available, yet technology itself has no value. Instead of that, value is created by the individual by using technology enabled services. This also reinforces the concept that the support provided from the outside to individuals to manage their lifestyle must be personalized and based on their free will. Therefore, ICT must fill the existing communication
gap among all the stakeholders involved and the new rules of the game (ROG) still needed to be defined, in a more complex scenario, involving a wide range of opportunities to improve our health and lifestyle.
