The marketing messages [for the cellular industry] have been the same forever: Keep in touch. Now they have to differentiate themselves based on their markets and their own individual capabilities.

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[This means the other players will need to turn their marketing messages away from speeds and instead play up customer service or ease of use.] The marketing messages [for the cellular industry] have been the same forever: Keep in touch, ... Now they have to differentiate themselves based on their markets and their own individual capabilities.

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You'll definitely start seeing enterprises switching carriers in the second and third quarters of this year.

95