From the discussion in Sections 4 and 5, cost appears to be a major concern for most m-Consumers’ needs and their corresponding business applications. Who will pay for content is a question that will draw a lot of attention and will require the cooperation of both network operators, MSPs and content providers. For the time being, m-Consumers are mostly concerned with connectivity and communication costs. As discussed in Section 2, the three prevailing billing options for these services are flat rate, time-based, and volume-based (McGinity, 2001b). Adopting a flat rate pricing model at this stage would be the best approach in developing markets to lure new customers fast, which is necessary to provide the much needed critical mass to alleviate the development costs and in particular the high license fees for network carries engaged in implementing 3G network technology. The basis for this recommendation lies in the following two observations: First, users have been accustomed to flat-rate schemes (ISPs & cell phone