Customers Customize Cellular Networks

May 29th, 2007

If you’re tired of dealing with big cellphone companies, here’s an idea: Start your own.That’s what Rod Farthing did. A part-time college professor in Toledo, Ohio, Farthing launched “Farthing Mobile” a few weeks ago. His service has eight subscribers, all family members and close friends, “but anybody can join.”Farthing says he decided to start his network — a so-called MVNO or Mobile Virtual Network Operator, which transmits calls on one of the existing wireless networks — because he was tired of hassling with the big carriers. “I’m unhappy with them all.”Farthing is a leader in what could become a revolution in wireless: do-it-yourself cellphone networks.At least that’s the hope of Sonopia, the company that enables Farthing Mobile and about 1,000 other new MVNOs, including: Yoga Phone, Obama for President Mobile and Peterman Mobile (dedicated to cat-lovers, it is named for the founder’s 17-pound Maine Coone).The company recently began offering individuals and groups the ability to set up a personalized wireless service free by going to its Web site — www.sonopia.com.No need to worry about back-room details, like billing and customer support, for the service. Sonopia handles all that. Prices for the service plans are competitive with name-brand providers.An added bonus: Sonopia pays virtual network founders 3% to 8% — depending on the number of subscribers — of their service’s monthly revenue.Services can be customized in a variety of ways.The Long Island Ducks baseball team (LI Ducks Mobile) is working on a “quack” ring tone, says general manager Michael Pfaff. Also in the works: weather updates, team news and special promotions, all sent via cellphones.The National Wildlife Federation (NWF Mobile) plans to use its network to keep members informed about pending legislation and other news of interest to its 5 million members and supporters, says Greg Griffith, director of cause marketing.In

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Entry Filed under: Cellphones