Retailer Amazon has tied-up with a cellular company for ordering its wares on wireless and hopes to go totally wireless in 10 years. Personal digital assistants and pagers will also join cellphones to create demand for wireless services. COAI should work on expansion of such markets. Basic telephone operators offering LM can't threaten value added markets. They can't compete with the universal service and content of cellular operators.
Experience shows that total demand expands when customers have greater choice.
New customers will enter at the low rates offered by WLL services. Many will upgrade to full-range mobile services later. Mohan Meakins saw the demand for breakfast cereals going up when Kellogg's advertised heavily for branded cornflakes. Cellular operators must demonstrate creativity in content, branding and multimedia services. When content and customers become king in the wireless world, the local software industry will also generate higher numbers.