ing new line-ups of compelling titles, including those that support multiplayer and limited 3-rendering." So far, carriers have pursued mass-market strategies in targeting games to a broad spectrum of consumer demographics. The key to wireless game success has been mostly related to strong brand and game title recognition. Popular wireless games in 2003 have included Jamdat's Jamdat Bowling, Activision's Tony Hawk's Pro Skater, Eidos' Lara Croft Tomb Raider, and Gamelofts' Tom Clancy's Splinter Cell. For the carriers, getting to market quickly with compelling game titles is the key to unlocking the new revenue opportunities of wireless gaming. The growth of this market will not only depend on the infusion of download- capable handsets but also more effective merchandizing, such as recommen- dation engines, opt-in e-mail, and five-digit short code marketing, as well as various upselling and cross-selling techniques using other mediums such as banner ads on online game sites. 1.9 FLYING PHONE SERVICE Talking on a mobile phone while flying on a commercial airliner could soon become reality, at least if one company has its way. AirCell has developed a technology that would allow mobile phone users to place and receive calls as if they were still on the ground. The system uses airliner-mounted radio trans- ceivers to connect callers with any of 135 antenna sites across the U.S. The company was awarded a U.S. patent for its technology last month. Compared with earlier technologies, which involved placing the equivalent of a full terrestrial mobile phone base station aboard an aircraft, AirCell's approach reduces the size, weight, and cost of equipment required to provide phone service on board an aircraft. "The patented concepts allow all the func- tionality provided to the cellular user in-flight to be controlled by the network rather than the airborne station, simplifying the addition of features and migration to future cellular technologies, and it also provides a novel way to manage the radio frequency environment 