Cellular Communications

Competition is coming to telecommunications markets worldwide. As the telecommunications industry introduces competition in the fixed network, learn from the successes and failures which accompanied the introduction of competition into the mobile arena. This unique work provides an expert account of the growth and development of markets in this rapidly growing and profitable industry.

With extensive experience in business marketing and strategy, including the preparation of existing
monopolies for new competition, the author brings his invaluable insights to this authoritative analysis of
business and regulatory issues, drawing lessons for current business practice. The treatment is global:
market development is described, analyzed and evaluated, bringing you right up-to-date with current market
characteristics and future trends worldwide.

This comprehensive single source of data on market developments includes:

Detailed case studies describing and evaluating the introduction of competition to new markets

A look at future trends in third generation systems, spectrum policy, and tariffing

A review of other mobile services such as paging, PHS, PMR, DECT, and mobile data — and an assessment of their current and potential impact on the cellular business

A detailed account of the development of the GSM standard

Analysis of the introduction of digital cellular in the US

Lessons for cellular operators to enable continued growth

An examination of the role of consortia in the formation of new mobile operators and the factors which
lead to success

Thisauthoritative investigation of the rise of the global cellular industry provides an invaluable guide to
developing and running a successful communications business. It will be useful for managers and engineers
in communications companies, business analysts and students, business strategists, investors and consultants.

Booknews

International mobile communications consultant Garrard has been associated with the industry since the 1960s, when he helped pioneer its techniques. He provides a overview<-->aiming to bridge the marketing and engineering domains<-->of this burgeoning industry from the radio BC (before cellular) era; through the cellular pioneers, to the European monopolies, 1985-91, and other continental/UK markets, service providers, standards, and competition; to digital developments and other mobile services in the US and the rest of the contemporary cellular world (quadrupling to over 100 million subscribers from 1993-1996). Future trends are also explored. Annotation c. by Book News, Inc., Portland, Or.

Garry Garrard is an independent consultant for more than 30 years of experience in mobile communications. For the last 12 years he has specialized in the business and regulatory aspects of the mobile industry, consulting high-profile international clients including AT&T, Cellnet, One-2-One, and TeleDanmark.