I'll jump in.
I think it's also about innovation and interoperability. Being the new entrant or new player on the wireless scene, I've noticed that the incumbents are very slow to innovate. Some of that also has to do with their unwillingness to interoperate—for example, with IP interconnection.
So I think that we service providers have an obligation to promote, to innovate, and to agree on interoperability standards that the mass market can get behind. If we're all doing things in a different way, it's hard to develop brand trust, M-commerce trust, or what have you. As an industry, we need to agree on the simplest ways and interoperate and agree on those standards.