I was thinking in terms of the consumer-facing experience, which was pretty slimy and definitely not one of the most straightforward nor honest-feeling experiences. I worked briefly at Radio Shack in the late 90s and part of the job was selling the first generation of digital cell phones. Our competition was phone kiosks in the mall and places like that. The whole experience was ripe for a focus on the consumer transaction as well as the consumer experience (example: visual voicemail).