The emerging satellite communication constellations differ substantially from prior generations of systems. For years, satellite systems have offered broadcast and interactive services, but with major limitations. The new generation of services promise to overcome the traditional barriers, such as terminal weight and size, equipment and service cost, and degree of mobility. Instead, the new systems will provide completely new capabilities which expand the flexibility for the user and the range of potential applications. However, the introduction of such a “next-generation” communications system is often plagued by difficulties in forecasting market demand, as customer themselves may not accurately forecast their own needs for such services. Using the concept of “co-opetition” derived from game theory, we propose concrete steps which broadband satellite operators can use to foster market growth for these services.