as high sound barriers and no access to electrical power. Business marketing also can be targeted. Small businesses in areas with extra base station capacity can be offered special deals. Larger businesses in areas with extra transport capacity are prime targets for picocells in their buildings that take advantage of the capacity we have available. A growth plan for a wireless telephone provider should take into account the pre- ferred areas for growth and a marketing plan that generates demand in those areas. It makes sense for engineering and marketing staffs to work together to do cost estimates and growth studies so that the provider can make the most economical decision for both supply and demand of its product. 45.3 Worldwide Marketing Plans We have focused on competitive marketing plans for nations with well-developed cel- lular service. However, it is appropriate to mention that the ideas discussed here are equally valid anywhere in the world. In nations where cellular use is growing rapidly and the transportation and power infrastructures are relatively poor, it is reasonable to focus on developing mobile telephony urban service first. However, this is not the only approach. Whether through wireless local loop or through innovative marketing plans, we can explore the possibility of developing ser- vices and marketing them synergistically as long as we take economic and cultural fac- tors into account and seek to understand our potential subscribers and their needs. 45.4 Conclusion We have moved far away from capacity engineering, but it is crucial to realize that com- petitive success depends on cellular engineers being able to understand market and economic issues and present technical cost considerations in the service provider's process of defining itself in the marketplace. Much of American business revenue over the last 100 years has been based on an engineer's new idea of what is possible joining with a businessperson's sense of what customers want. We may not be in a position to invent the light b