The authors analyze some technical and market issues that influence the implementation strategy of a land mobile satellite system via the payload EMS (European Mobile System) launched on the ITALSAT F-2 satellite. To define an implementation scenario, several issues have to be considered, such as the market demand, the competitive systems, the problems of interworking with other existing and/or planned systems, the definition of network architecture that better suit the user requirements, the marketing strategy definition, and financial evaluation of the project. Some of these issues are discussed.ETX