B. fraunholz and C. Unnithan parents pay for their children and, therefore, the actual price of the individual SMs seems to have little bearing on the sender [37] The mobile phone has long served as a status symbol, but now the use of SMs is becoming an increasingly important, fashionable or rather trendy way to communicate with peers [37]. The majority of SMs messages sent are of a personal nature. They are mostly used to send greetings, locations and love messages to friends and partners sometimes using the SMs service as a means of control. However, the notion of Sms marketing is slowly evolving within the economy. To deal with the 'SMS Generation TV stations such as Viva or RTl targeting youth with SMS competitions or SMs lists for news and promotions are becoming common [19]. VIVA, a ge erman music cable channel has recently launched a competition for modelling with entries by SMS only. Interested people had to come up with a phrase to make them interesting and had to send it to the sponsor by SMs [19] SMS has created a whole new language that has reached a level of code to make it difficult for parents to understand what their children are talking about. The constant presence of communication at any given point has an impact on behaviour as well as the ability to normally communicate. There is a new challenge to deal with the upbringing of children and to set an example on the'do's and don'ts by setting an example comparable o eating in front of the television [34 In this context, there have been concerns on the impact mobile phones and SMSs have on relationships. There is a distinct feeling of safety that comes with the possession of a mobile phone. In contrast, there is always a notion of control and the welcoming distance to be able to send someone an sms with a message that one would rather not deliver in person [34]. The behaviour however, is dependent on the type of personality and the relationship involved. This has distinctly different implications accordingly [18] Critical Success Factor 5: SMS has evolved as a major cash cow and draw factor for the youth market in Germany. With current 3G(UMTS)licensing and the huge cost involved, there is scope for further consolidation in a not-too-competitive market. The nature of telecommunication with licensing and heavy investment keeps the market entrance hurdle high and the regulator has also stopped cooperation between 3G providers by ruling that they are not to share or jointly develop infrastructure [38]. Customers are demanding more innovative services and a higher bandwidth. Therefore, there is pressure on network service providers to introduce the new technology in good coverage as soon as possible, in order to be the first one in the market. The first network service provider to offer the new UMTS service is likely to get the bigger market share in the anticipated new market-as this service will be the only hot' service in an almost saturated market. In addition, the handsets industry is also demanding innovation and new standards. There has been a decline in the sale of new handsets and profit margins over the past year[20] Critical Success Factor 6: Innovation and functionality are the main drivers for customer interest in the german mobile telecommunication market 5 Mobile communications in india Towards the turn of the century, the Government of India introduced mobile services as a duopoly under a fixed license fee regime for a period of 10 years. With liberalisation in the sector coming in the mid-1990s, the sector was opened up to private competition and94 B. Fraunholz and C. Unnithan parents pay for their children and, therefore, the actual price of the individual SMS seems to have little bearing on the sender [37]. The mobile phone has long served as a status symbol, but now the use of SMS is becoming an increasingly important, fashionable or rather trendy way to communicate with peers [37]. The majority of SMS messages sent are of a personal nature. They are mostly used to send greetings, locations and love messages to friends and partners sometimes using the SMS service as a means of control. However, the notion of SMS marketing is slowly evolving within the economy. To deal with the ‘SMS Generation’ TV stations such as VIVA or RTL targeting youth with SMS competitions or SMS mailing lists for news and promotions are becoming common [19]. VIVA, a German music cable channel has recently launched a competition for modelling with entries by SMS only. Interested people had to come up with a phrase to make them interesting and had to send it to the sponsor by SMS [19]. SMS has created a whole new language that has reached a level of code to make it difficult for parents to understand what their children are talking about. The constant presence of communication at any given point has an impact on behaviour as well as the ability to normally communicate. There is a new challenge to deal with the upbringing of children and to set an example on the ‘do’s and don’ts’ by setting an example comparable to eating in front of the television [34]. In this context, there have been concerns on the impact mobile phones and SMSs have on relationships. There is a distinct feeling of safety that comes with the possession of a mobile phone. In contrast, there is always a notion of control and the welcoming distance to be able to send someone an SMS with a message that one would rather not deliver in person [34]. The behaviour however, is dependent on the type of personality and the relationship involved. This has distinctly different implications accordingly [18]. Critical Success Factor 5: SMS has evolved as a major cash cow and draw factor for the youth market in Germany. With current 3G (UMTS) licensing and the huge cost involved, there is scope for further consolidation in a not-too-competitive market. The nature of telecommunication with licensing and heavy investment keeps the market entrance hurdle high and the regulator has also stopped cooperation between 3G providers by ruling that they are not to share or jointly develop infrastructure [38]. Customers are demanding more innovative services and a higher bandwidth. Therefore, there is pressure on network service providers to introduce the new technology in good coverage as soon as possible, in order to be the first one in the market. The first network service provider to offer the new UMTS service is likely to get the bigger market share in the anticipated new market – as this service will be the only ‘hot’ service in an almost saturated market. In addition, the handsets industry is also demanding innovation and new standards. There has been a decline in the sale of new handsets and profit margins over the past year [20]. Critical Success Factor 6: Innovation and functionality are the main drivers for customer interest in the German mobile telecommunication market. 5 Mobile communications in India Towards the turn of the century, the Government of India introduced mobile services as a duopoly under a fixed license fee regime for a period of 10 years. With liberalisation in the sector coming in the mid-1990s, the sector was opened up to private competition and