My generation

As the introduction of third generation (3G) mobile communications systems is expected to be evolutionary rather than revolutionary it is vital to est ablish a solid business case for 3G. The old business model of 'coverage, c overage, coverage' will evolve to one of 'capacity, capability and content' and a thorough evaluation will have to be made of the volume of expected u sage, the value that customers will expect for their money and the variety of services that can be offered. The author discusses the business case for 3G and concludes that it will have to embrace 'My Generation' thinking, i. e. the need for equipment and services to be personalised.