The global MVNO market is expected to be a $10.7-billion industry by 2010, according to Yankee Group. There are already 100 MVNOs in Europe right now, and over 20 in the US. But that will not stop niche players from entering this emerging business. A slew of niche wireless startups are positioning themselves as compelling content plays to attract subscribers. Peter Adderton’s Amp’d Mobile is one which “targets the 18- to 35-year-old frat-set mobile market”. Internet service provider Earthlink and South Korea’s SK Telecom plan to launch a service called Helio in the spring. ESPN had launched similar services like video and music for 3G cellular networks over Super Bowl weekend. Others like Apple Computer are also eyeing the market, for instance, in January, Apple patented รข
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