In 2003 the Federal Communications Commission (FCC) instituted stiff penalties against local phone companies that don't allow customers to keep their phone number when they switch to wireless service. However, in early 2007 wireless providers T-Mobile and Sprint Nextel complained to the FCC that many local phone companies are not allowing their customers to make this switch. Number transfers ideally should only take days. Some phone companies let the process drag out for months and some frustrated customers simply give up. About 10 percent of households had removed their landline in 2006, and Yankee Group expects this figure to climb to 15 percent by 2010. Just under half of those who are cell phone only are under 30, according to the Pew Research Center. They are also typically less affluent, young, and single.
Vendors structure their marketing around various factors. They consider overall trends in cell phone usage, the frequency with which subscribers use phones, and the most utilized functions (checking e-mail or text messaging, for example). They consider basic demographics as well, such as gender, age, and geographical location. Young people, for example, are typically drawn to technology and are willing to adopt new devices. They are often very brand conscious. They are typically drawn to a new phone that is multifunctional, allowing them to text message, play music, and browse the Internet. Manufacturers design cellular phone devices and services that cater to these features. Business users, on the other hand, typically have different needs. Those using cellular phones for business have needs that tend to involve handsets with a large screen, mobile e-mail functionality, and advanced calendar and synchronization capabilities. Manufacturers design devices accordingly for the business user and market them through different media outlets directed to a professional audience.
