 have to be created. Subscribers will have to buy cordless laptop computers or other types of wireless data terminals, and they will have to subscribe to a new service. The service provider will have to be aggressive in its promotions to entice people to use this new 3G capability. It will have to be easy, available, and cheap. In the initial phase, the price will be a critical component for sub- scribers to decide to buy the service. This means that we will be offering a costly service that uses a lot of capacity at a very attractive price. Deals will be offered that virtually give data air time away to get people used to the idea of wireless data service. We hope that they will sign up, we hope that they will use the service, and we hope that they will like the service. The problem is that subscribers may sign up for a big promotion in large numbers and may use large amounts of CDMA capacity. If we are not careful, then we may sell the entire air-interface capacity at a promotional rate. This leaves us the unfortunate choice of continuing to lose money selling high-quality service or trying to generate enough sales to make money by overselling the service and hoping subscribers do not notice the decline in quality. The marketing plan for a new technology will have to walk the fine line between pro- moting the technology and maintaining a sufficient revenue stream. It is important to charge enough money for data service to pay for the investment. One possible approach is to limit the quantity of the promotion deals. Once half the capacity of the system is being given away or sold below cost, it may be time to stop promoting and to plan for a profitable future. We have a problem in managing subscriber expectations in wireless data service. Many of us have digital subscriber line (DSL) service that offers unlimited access for a fixed monthly fee. The most promising cost figures we have seen in 2002 are a few cents (U.S.) per megabyte of data. 3 If we can achieve 30 megabytes per dollar, this still means paying $20