It's a WILD WIRELESS WORLD.

Are you being overcharged for cellular service? Let us show you how to get the most for your money.

WIRELESS PHONES, ONCE A LUXURY OF THE high-powered business elite, have invaded every space of our lives. The checker at the grocery store uses one. The person sitting behind you at the movies has one. Even your 16-year-old babysitter totes a color-coordinated handset.

With increasing competition, the cost of owning a wireless phone has plunged, making it an affordable option for many callers. "This is a particularly good time to be in the market for a wireless phone," says Tim Ayers, vice president of communications at the Cellular Telecommunications Industry Association (CTIA). The organization estimates that the 100 largest U.S. cities average seven wireless phone companies, each offering a myriad services, telephones and pricing plans. There are over 250 national and regional cellular service providers in the United States. To date, approximately 65 million domestic consumers have signed up for cellular service.

Selecting a service provider, calling plan and phone is now a complicated process, but heavy industry competition means more choices and better values. Although prices and promotions are constantly changing, we'll show you how to choose between digital and analog service; pick an affordable local or national pricing plan; and decide between a basic phone or one with lots of extra features. Both the novice who wants a cell phone only for emergencies and the wireless veteran in search of newer and better service must keep on top of this ever-changing technology to get the best deal.

MANY CHOICES ...

Kelli Thomas spends a lot of time at Chicago playgrounds on the weekends. She is marketing and publicity coordinator for the nonprofit group KaBoom!, which creates and restores safe places for children to play. Most of the group's architectural projects occur on weekends, and Thomas needed a cellular phone to check in at the office and work with the volunteers. She decided that analog services were in her price range, with her top three choices being Ameritech Cellular, Cellular One and MCI Wireless. Analog covers more terrain, including rural and outlying areas. It's usually cheaper than digital and phones are relatively inexpensive, if not free, when you sign up for a calling plan.

Thomas has been largely satisfied with her choice in MCI Wireless service since she signed up last November, but does have occasional complications with her analog service. "I'm somewhat disappointed in how easy I get static or ringing," says Thomas. "Working downtown, there's a lot of interference to contend with and it's frustrating at times."

Similar problems with his analog wireless service caused Larry Wilson to shop for a digital service provider. Wilson, accounts manager at Creative Promotions Inc. in Inver Grove Heights, Minnesota, travels frequently to Dallas and Phoenix for the promotional apparel company. Since his cellular phone is a necessity, Wilson wanted better quality, lower rates and a simple calling plan. He saw those qualities in digital service. Digital service reduces the dreaded noise, echo and static commonly associated with analog. It also protects against eavesdropping and service theft and can provide e-mail and news highlights.

Wilson chose Sprint's PCS (Personal Communication Service). Digital PCS is a variation of digital that allows for data services such as caller ID and paging. "One of the big reasons I use it is that the clarity is next to none," he says of his new service and Sony 600 PCS phone. "Most people think I'm at home or in an office when I'm actually in a terminal or downtown." The catch: digital coverage is limited and calls can be cut off mid-sentence when out of signal range.

PCS, the digital darling, is touted for its high-quality sound, longer battery life, lower per-minute charges and e-mail and paging capabilities. Unfortunately, the coverage range isn't as great as analog cellular. Companies offering PCS digital service have only recently begun deploying their network, so it will take a few years before it reaches the 99% coverage range of analog.

GET THE BEST PLAN

After deciding between analog or digital service, think carefully about a calling plan. "It's a very competitive marketplace," says Jay Kitchen, president and CEO of the Personal Communications Industry Association in Alexandria, Virginia. "There are many options out there. A customer has to look at not only the phone, but the service plan."

Beware of complicated pricing plans that may seem great in the headlines, but have traps in the fine print. Low weekend rates may quadruple during business hours. Roaming charges, if you leave your home region, might jump tenfold. Canceling your service early might also land you early termination fees that can be several hundred dollars.

Thomas wanted a phone with low weekend rates, since she needed the phone for Saturday business projects. Because her job with KaBoom! doesn't require much travel, she wasn't concerned with using her phone outside Chicago. Thomas picked MCI Wireless and a "Value 20" plan. At $15.95 a month she got 20 free minutes, additional airtime costs of 10 cents per minute during off-peak time and 29 cents during peak hours. She paid no activation or start-up fees, and as a bonus for signing an annual contract, she received a free phone. Voice mail, call waiting and call forwarding are also included in her plan.

"For me, this was the best deal," says Thomas. "Other companies weren't offering free phones or their off-peak charges were higher." She chose a local calling plan that restricts her calls to her "home" area and charges her roaming fees if she strays out of that area.

Wilson, who travels across the country frequently, says he was attracted to Sprint's simple national pricing plan, which includes voice mail and other features at no extra cost. Sprint currently offers a package tailored to business users that sells 500 minutes for $50 (10 cents per minute), with additional minutes costing 25 cents. The first incoming minute is free and no long-distance or roaming charges apply. Many carriers now offer national or one-rate calling plans that are comparable to the dime-a-minute plans long-distance providers offer traditional landline phone customers. However, not all plans are the same. Some providers may charge roaming or long-distance charges, so be sure to ask before you sign up.

Prepaid plans are another new marketing tool of the cellular service providers. Prepaid cellular plans are thought to be the answer for those who don't want nettlesome contracts or credit checks. However, the jury is still out on whether they provide the best bang for the buck. It seems simple: just buy a phone and purchase calling cards in $20-$30 increments. But fail to use the airtime in 30-60 days and you lose it. And the pocketbooks of long-winded cell phone users would be better off after a year with a monthly payment plan.

Check these items when choosing a plan:

* For local plans, know where your "home" area is--usually a range of 15 miles.

* Get a plan that charges only monthly fees if you need a phone for only a short time.

* With most service plans you pay different `rates for incoming and outgoing calls. Also check if your service provider offers the first incoming minute free.

* If your service is a fixed cost, ask about long-term contracts that can save you money on fees and also come with free phones.

* If you travel often, save on roaming fees by getting a plan in the city you frequent the most.

* International business travelers should get a service that is compatible with international wireless phone technologies (GSM), which cover 80% of urban areas around the world.

* If your business takes you to the furthest reaches of the globe, consider Iridium's new service. The phones currently cost over $3,000 and calls can cost up to $7 per minute, but it can come in handy if you run expeditions to the Himalayas.

CHOOSING THE RIGHT PHONE

Another significant decision: your phone. Thomas wanted something basic and inexpensive since her phone use would be minimal. Her service contract with MCI Wireless came with art analog Nokia 918. Analog phones are not compatible with digital PCS systems and Sprint doesn't provide phones with their service plans, so Wilson chose to buy his Sony 600. "Phones continue to get smaller and lighter, and come with longer battery life," says Sprint CEO Andy Sukawaty. "There is also more choice. It may not sound like a big deal, but it makes a difference to consumers."

Whichever phone catches your eye, make sure that it is compatible with your service plan, because not every phone works with every network. It's also important that you chose a phone that can set up and hold on to a call. Experts suggest dual-mode handsets that operate digitally when near digital transmission towers and revert to analog when you move out of range, even if you're already on a call. Keep in mind that they are heavier and bulkier than the other handset choices.

Battery life is also important to holding a call signal. To extend talk and standby time by up to several hours, try upgrading your battery. Lithiumion batteries provide the longest life between charges but might not be compatible with all phones. In addition to perks such as e-mail and headline news, today's phones come with caller ID, vibrating alert, one touch dialing, paging and memory for frequently dialed numbers.

TELECOMMUNICATIONS HORIZON

Service providers and telecommunications research companies are already developing broadband wireless communications. "We think of the third generation of wireless communications as the dream service, including high capacity data and Internet service," says Joe Gattuso, a deputy associate administrator at the National Telecommunications and Information Administration (NTIA) in Washington, D.C. Several government agencies, including NTIA, are working with international groups through the International Telecommunication Union to develop and implement this service. Experts say the technology will be ready for deployment in five to seven years.

Wristwatch pagers are already available, and Sprint's Sukawaty expects wristwatch phones to be available soon after the turn of the century. "In the last six months, the sleeping giants have awakened," says the CTIA's Ayers. "Microsoft, IBM and Intel have all shown great interest in adapting their technologies and products to wireless communications and voice activation."

Beyond new bells and whistles, wireless service continues to expand coverage and improve quality. The Yankee Group, a Boston-based marketing and forecasting company, projects that the number of wireless customers will grow 75% to 113.7 million by 2002--which promises to drive prices down even further. "In a recent survey, we found that 42% of the respondents would switch totally to wireless if the price was comparable," says Jay Kitchen. "There's absolutely no question in my mind that wireless will take the throne in this country."

"We look to the day that wireless communications is a competitor to your wired telephone," says Gattuso. With prices falling all the time, that mark is fast approaching.

RELATED ARTICLE: Choosing a cellular phone service provider

With as many as seven wireless companies per city now competing for customers, it can be confusing to decide which service plan and phone you need to meet your mobile communications needs. To research and compare service plans and phones in your area, sign on to Wireless Dimension (www.wirelessdimension.com). Here are some tips that will help you get the most value for your dollar.

* Write out a call inventory. Determine how many calls you anticipate making. Pinpoint the specific times and days of the week of these calls and whether they will be local or long distance. This will help you find a service plan that fits your calling patterns.

* Determine if your mobile distance. Some plans are less expensive if most calls are in your "home area" since there are no "roaming fees," although that can be a limited geographic area. And, if you make several long distance calls, some plans don't charge extra for long distance.

* If you want the phone for emergencies or limited use, get a plan with a low monthly service fee or pre-paid time. Although the airtime costs per minute may be higher, you won't waste money paying for airtime you don't use.

* Decide how long you need the service. If you need a wireless phone for a short project--less than a year--you'll save money by looking for a plan that doesn't require an annual contract. If your mobile communication needs are constant, you may save money by signing a long-term contract. Ask if there are any penalties or fees should you terminate your contract early.

* Buy, a large block of airtime if you plan to use your phone a lot. The monthly fee will be lower or waived, and you'll save money per minute by buying bulk airtime. If you only need a mobile phone on weekends, many plans provide free weekend usage.

* Factor in your travel, If you are a frequent flier, investigate national plans that don't charge roaming fees. Make sure, however, your service provider will cover where you travel most. If you travel internationally, make sure your service provider and phone are GSM compatible, the standard used internationally.

* Get a phone best, suited to your needs. Ask about special offers or contract bonuses that will reward you with a free phone. Each wireless company will have several options such as phone books, extended batteries, microphones and voice dialing-all features of newer phone models. You can even get phones that give you stock quotes, two-way paging, a date book and Internet access.

* Make sure you really aced service extras like call waiting, voice mail or caller ID. If you need these features out of the office, some plans provide them at no cost.

* Don't automatically renew your contract once it expires. Find out if your provider, or another, has

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