 to different options. One option for a long distance carrier is to select the best combination of those options and offer one grade of service to all customers. The company could then create a variety of rate plans and attempt to obtain a maximum revenue stream by selling this standard service to as many customers as possible. Alternatively, the company could create different levels of service. The levels of service could be designed to provide varying degrees of quality, dependability and capacity. These differentiated products would then be sold to different people. Wireless Differentiation As wireless technology advances, similar opportunities to create different levels of quality and service in wireless will become viable. As wireless telcos accumulate technologies (e.g. U.S. wireless providers with AMPS technology) it is reasonable to imagine a world where different network capacities are offered to different consumers at different prices. Chapter 21 Passive Differentiation Of course, not all differentiation on the part of the telco needs to be overt. All sorts of passive differentiation can be executed without making it an explicit part of the contract. For example, the company might look at its customers, and establish three levels of customer service, regular, special, and premium. Customers could be offered different levels of service by provid- ing them with a specific customer service dial up number, or by programming call center software to identify them upon call in and routing them to the appropriate customer service reps. CREATING THE RELATIONSHIP PLAN It will take the cooperative efforts of many groups to make this type of "relationship plan" approach a reality. Customer service, marketing, advertising, promotion, sales, and network management all must participate in deciding exactly what kind of relationship offers the telco will make available. It will take a concerted effort on everyone's part to continuously upgrade those offers as the market matures. It will also require the concentrated eff