The dynamics of this new industry are extremely challenging. They are also unprecedented - there are no proven models out there that can accurately predict where and when traffic will be highest and lowest. It's likely that in the early days of 3G services, coverage will be limited to large metropolitan areas. But as users move out of those areas, they will drop back into 2G or so-called 2.5G networks based on GPRS or EDGE standards. That means new networks must be overlaid onto existing networks, not just for the sake of continuity, but because society at large wants to minimise the siting of more masts and exchanges.
Market demand is also unclear, and is likely to remain so for some time.
If users transfer some activities to their mobiles from either land lines or their PCs, then traffic will move through a series of choppy peaks and troughs throughout the day. The challenge for the operator is to balance investment in infrastructure against quality of service and coverage, hopefully coming up with an answer that delivers market share. While that has always been an issue for mobile operators, quality of service is different in the 3G world. If the network is busy, people at the edges find themselves back in a 2G or 2.5G world - or potentially with no service at all. The clear message is that 3G telecoms operators must adopt new processes and working practices that integrate technical, engineering, marketing and business planning teams.