Most companies are getting ready for the emergence of third generation mobile telephony. Operators are choosing the best technologies for their networks’ deployment; manufacturers are developing technology and remaining aware of the possible shift in investments from one technology to another and, of course, content generators are gaining increasing importance as more and more novel applications and services appear to reap 3G’s benefits.

After many false starts, third generation technology (3G/UMTS) may have finally arrived in Europe. As of this year, operators' advertising campaigns will begin to display products widely varied as well as fascinating, along with a number of new and improved services.

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