il the way other products do, consumers can make their shopping decision once and then not worry about it any more. In other words, it is possible, and probable, that at least some consumers actually lengthen their shopping cycle for long distance. They can choose a long distance carrier once and then live with that decision for the rest of their lives. Alternative Long Distance Patterns More realistically, however, several types of consumer cycles have started to be recognized by long distance carriers. We find people who still have their original carrier, those who made a choice when Chapter 5 deregulation first occurred and now stick with that decision no matter what, people who change carriers periodically (annually, sporadically) for a number of reasons, and those who change carriers consistently based on responses to advertising campaigns (professional churners). The variety of behaviors is still in the process of being analyzed, and it will take several more decades of deregulated history before truly dependable patterns will emerge. The Wireless Cycle Although consumers have a history of dealing with wireline companies and by extension with their new long distance carriers, they have absolutely no history of how to deal with a wireless carrier. Commercially viable wireless that is priced in a range attractive to consumers has only existed for ten years or SO. Even more importantly, the average wireless consumer has had service for only five years or less. This means that there are no shopping cycles on which to base decision-making about wireless customer loyalty and shopping behavior. What is the wireless consumer's shopping cycle? Annual? Quarterly? Every decade? It varies, of course, depending on the market. Several factors contribute to an incredibly chaotic environment. Every time the government opens up another set of licenses for wireless frequency, it creates yet another cycle of wireless shopping mania. The presence of new carriers in a marketplace guarantees that new technology, better service, 