Which mobile telephone service is right for you? Coverage, minutes, technology, and prices--here's how to make sense of it all.

IF YOU'RE DISSATISFIED with the service or coverage you're getting from your wireless phone company, you're shopping around for a new phone (and therefore considering changing cell phone companies), or you're thinking about buying a wireless phone and wondering which service to choose, this article is for you. I'll discuss the features you'll want to carefully assess when choosing a wireless phone plan. I'll also take a stab summing up each company's pros and cons. However, wireless phone service strategy evolves even faster than wireless technology itself, so this article isn't meant to be an assessment of the plans so much as a guide to the questions you need to ask.

Plans

The challenges of choosing a wireless phone plan are as formidable as ever. Here's how to assess a plan:

Coverage There's no such thing as "total" coverage from a wireless phone carrier, so start by researching the services available where you live and frequently travel. Start with availability; service can get spotty, especially if you live in rural areas (see the sidebar on dead zones on page 36 for more information).

No matter what plan you choose, don't expect the same quality of service on your wireless phone that you get on your home phone. Calls are routinely blocked or dropped. And, depending on whether you choose a digital or analog plan, you can't always find service everywhere you want. Your signal will fade in places such as underground subways or trains, tunnels, indoors, and behind mountains. Still, coverage is growing !stronger as technology improves and service providers continue to build out their networks.

You should get a plan that offers cheap, basic local coverage if you're just looking to place calls from your immediate area. Different types of plans (local, regional, and national) cater specifically to various needs. Such plans are usually centered on an urban area or cover one state and charge extra for calls made outside that area. If you spend most of your time in a wider cluster of states, you might want a regional plan, which usually includes free roaming, and sometimes even free long distance (which can be substituted with extra minutes) within a geographical region. Seasoned road warriors are best served by a national plan. (MOBILE BUSINFASS ADVISOR subscribers can find an extended version of this article at http://Advisor.com/doc /11140. That article gives information on options for international travelers.)

Roaming charges

Your best bet is to go with a digital phone that roams. This means the phone can switch onto an analog network when you leave your designated calling area. If you place calls from outside your local calling area, you'll incur pricey roaming charges. If you make calls to places outside your local coverage, you'll be charged additional long-distance fees. Keep in mind that different providers define local coverage areas (also known as the home calling area) differently. If you plan on roaming a lot or making many long distance calls, consider a national calling plan.

Minutes

Most service plans include a set number of calling minutes at a monthly rate, with extra time available at a per-minute rate. But minutes are only part of the picture; there are other usage habits to consider. For example, will you make most of your calls during or after business hours? Most plans differentiate "peak" and "off-peak" minutes, and may offer a generous number of off-peak minutes (evenings and/or weekends) as part of your monthly fee, or at a substantial discount. One-price calling plans that don't restrict usage times or minutes are becoming popular with heavy users.

TIP: Don't gorge on "free" minute plans.

Bigger buckets of included minutes and the extra off-peak time that you can purchase for an extra few dollars may be as tempting as an all-you-can-eat buffet. But, curb your appetite: You usually can't carry over unused minutes from one month to the next, which inflates the per-minute cost of the calling time you do use.

The only exception I'm aware of is Cingular, which recently announced a rollover program. If you have package minutes left over at the end of the month, they roll over to next month's minutes. Cingular is making this program a standard part of all of its plans priced at $39.99 per month and higher. The fine print says the minutes expire after a year, and the program doesn't apply to night and weekend minutes. Still, it's a pretty good deal.

Air time

Most handsets can keep a running count of minutes used; but, they can't differentiate between peak and off-peak periods.

TIP: "Evening" and "weekend" means different things to different carriers (and even plans from the same carrier).

Clearly understand how your plan defines "evening" and "weekend." Some plans include Friday night as part of the weekend, others don't; and, many carriers are pushing evening hours later or ending them earlier in the day. If you're a longtime wireless customer, you're probably grandfathered into a plan that generously defines evenings and weekends. If you change plans, don't expect the same good deal.

The carriers aren't always helpful when it comes to tracking minutes. Verizon Wireless, for instance, lets you dial #MIN for a tally--but that information can be as much as a day old. If you roam off your carrier's network, those fees might take a month or two to catch up with you.

Find out if your plan rounds up to the next minute. If your call is 2:01 minutes, you might as well keep talking because you'll probably be charged for three minutes anyway.

TIP: Consider pre-paid plans.

The consequences of committing to the wrong service contract can be costly because most come with early-termination penalties that can run as high as $300. If you're new to cellular, it may be a good idea to size up how you'll actually use the service before you sign a long-term agreement. Most carriers offer, at no monthly charge, plans that don't require a contract. You'll have to purchase an allotment of minutes separately and replenish your pre-paid time when it runs out. Although more expensive on a per-minute basis, a la carte calling helps you better understand your usage patterns, whether the carrier meets them, and whether its coverage is adequate in areas you frequent. Armed with those insights, you'll be better able to match a contract to your needs. Unused pre-paid airtime usually expires in a month or two.

If you just want emergency phone usage for roadside or medical reasons, look into a pre-paid phone. This is an easier and cheaper option than a contract phone plan. For infrequent emergency use, there are many free or affordable phones that can serve your needs. Look for a phone with the ability to transmit in analog (digital coverage is often poor in remote areas). Also, be sure to pick a phone with a battery standby time of at least 48 hours so you have plenty of juice to make calls if you're away from a power source.

Wireless Web access

Most new subscribers who sign up for wireless Web services also sign up for digital service, which uses the 800MHz cellular frequency band or the 1900MHz Personal Communications Services (PCS) band. Most carriers use either the CDMA or TDMA digital format, which determines what handset you can use. See page 15 of this issue for a handy table showing the handsets each major carrier supports.

Typical digital handset features include voicemail, call waiting, and caller ID. Many have voice-activated dialing, address books, and adjustable ring tones. Increasingly, even the more inexpensive phones have Web browsers. As for performance, on "standby" in digital mode, all phones should work for four to nine days between charges. In "talk" mode, most phones work only three to four hours without recharging.

For Web access, a handset needs a built-in microbrowser. Many are Wireless Application Protocol (WAP) browsers. WAP is the de facto global standard for wireless access to the Internet via cellular phones, PDAs, and other mobile devices; and, it's used to modify Internet content for display on those devices.

While many of the phones now in stores have some sort of browser capability, most people don't use it.

WAP has failed to impress increasingly savvy users. One reason may be the wireless Web's slow data transfer speeds, which range from 9.6 to 19.2Kbps. Mobile phones' small keypads and screens, which show only four or five lines of text at a time, are also cumbersome. Wireless Web content is limited mostly to text information, such as stock quotes, weather, sports reports, airline schedules, and news with some simple graphics. Many carriers partner with content providers, which limits the kind of data users can easily access on their phones.

Nevertheless, Web access packages are reasonably affordable at about $10 to $15 per month. These packages are usually priced in addition to the monthly service charge.

Text time

Messaging capabilities are becoming popular, and are even available on phones without microbrowsers. Short message service (SMS) lets users transmit text messages of up to 160 characters to and from mobile phones. Most carriers offer this service for an extra monthly charge. Remember that, although carriers are working on interoperability, you can usually only text message users of your carrier network.

Digital versus analog

There are three types of wireless phone networks: analog, digital cellular, and digital PCS. Analog has the widest coverage. Digital cellular and digital PCS, the more recent developments, generally offer better clarity and data security, and can pack more information into a signal. Digital networks use one of three competing digital technologies that are mutually incompatible. However, there are dual-mode phones that work with both digital cellular and analog networks, and tri-mode phones that work with all three.

Analog

Analog cellular's older technology is more vulnerable to eavesdropping and theft than digital, and rates tend to be higher. But, analog's age translates to the widest coverage (more than 90 percent of the U.S.). This is worth considering if you need to make calls in rural areas. Another bonus is the phones are cheaper and are compatible with nearly all North American analog networks.

Digital cellular

Within digital, your two options are cellular and PCS (which are often mistakenly used interchangeably). Digital cellular is strongest in large metropolitan areas. As you move outside your carrier's individual network, you're likely to run into problems because some digital networks use incompatible technologies.

Digital PCS

Although digital cellular and personal communications services (PCS) offer some of the same features, PCS networks are far newer, so the coverage can be sparse in non-metro areas. A PCS phone is often made to work with only one service provider. So, unless Internet usage is imsportant to you, for now there isn't much benefit in going with PCS over digital cellular.

Carrier comparison

Here's a comparative analysis of the major North American wireless carriers. The analysis will help you narrow your options based on location, how you plan to use your phone, and the product features you want. (MOBILE BUSINESS ADVISOR subscribers can find a version of this article with hyperlinks to the carrier coverage maps at http://Advisor.com /doc/11140.)

Alltel

This growing company offers good coverage and service, as well as an all-inclusive national plan, and a less expensive national "network" plan. Pros: Good coverage, prices, and plans, as well as a reputation for good customer service. Cons: Still analog in some areas and extra charges apply to some basic services. Coverage maps: http://www.alltel.com/news_information /maps/maps.html

AT&T Wireless

AT&T Wireless offers one of the more expensive services. Half of its coverage is served by roaming on other carrier networks--that said, the coverage is pretty good. It also offers the AT&T Network-Only plan, as well as a national OneRate plan. Pros: Good coverage and a reputation for solid customer service. Cons: Most expensive carrier, especially for regional plans. AT&T's local plans are also small by today's standards. Coverage maps: http://www.attws.com/personal/ps /select_calling_plan.jhtml?aaa=1

AT&T GSM/GPRS

This is a new AT&T data and voice network that, for now, is entirely separate from the current AT&T Wireless network. It currently only uses the 1900MHz PCS frequency. In markets where its network is operating, AT&T simply added PCS antennas to its cellular sites. That means cell spacing is optimal for 800MHz cellular frequencies, but not 1900MHz (they're a little too far apart).

In areas of the west where AT&T is already using PCS channels (e.g., Phoenix and Albuquerque), coverage will be exactly the same. The advantages of GSM/GPRS seem to be small. Data is sold in bandwidth, and voice calls are only slightly improved. AT&T does offer dual-network phones, but these phones don't include analog capabilities, which can he a problem in some areas. I recommend sticking with the TDMA network until AT&T Wireless optimizes the whole system. Pros: Good for early adopters and those with serious wireless bandwidth needs. Cons: Limited number of handsets; the networks isn't optimized for 1900MHz phones. Coverage maps: http://www.attws.com/mobileinternet/international /int_carrier.jhtml.

Cingular

Cingular's GSM service is experiencing some growing pains; parts of its network are oversaturated (worse in California than in Washington, Oregon, and Idaho). However, it's taking steps to remedy this problem. Pros: Cingular offers some good promotional plans; for example, its rollover program and its Cingular Nation program, which lets you roam oft-network (and includes oft-peak hours). Cons: Cingular's customer service generates complaints on the Internet and even closes at night and weekends. Coverage maps: http://www.cingular.com/bus_solution/bus_phone_coverage

Nextel

Nextel's iDEN network is a proprietary combination of TDMA and GSM. Nextel is best known for its Direct Connect two-way radio feature and its focus on business users. Although its plans aren't very competitive (unless you're purchasing in volume), Nextel does offer free incoming calls. Nextel has been known to suffer from poor audio, and spotty, limited coverage, but it's the process of improving that. Pros: Nextel's handy Direct Connect feature, volume discounts, and customer service make it a great choice for business users. Cons: Poor audio and coverage. Coverage maps: http://www.nextel.com/services/coverage/index.shtml

Sprint PCS

Sprint has a national digital network and has been a price leader. Its coverage is a little spotty, but where it's good, it's very good. You can roam over more of North America than with any other single carrier. You can also roam over most of the rest of the urban U.S. for no extra charge. Sprint also offers a huge selection of phones. Pros: Sprint gives you the most for your money (but isn't necessarily the cheapest). No contract is required, and it is usable in every urban area in the U.S. Cons: You might find a weak area right where you want coverage. Some of its plans aren't very competitive. Coverage maps: http://www1.sprintpcs.com/explore/coverage /CoverageOverview.jsp

T-Mobile

T-Mobile (formerly known as VoiceStream) has adequate coverage in urban areas, but its roaming coverage is poor (non-existent in the rural west). It gives you a lot for your money, as long as you don't leave the highway corridors. It offers quality free phones, and its plans start cheap. But, T-Mobile doesn't offer local numbers everywhere it has service. It offers the most extensive coverage of all the PCS carriers. Pros: Good price plans and lots of included digital features; and, it offers a national plan that s usable in most, but not all, urban areas. Cons: Not much of a variety of price plans; coverage holes; and no rural roaming. Coverage maps: http://www.t-mobile.com/locator.asp?refere=/coverage/default.asp

Verizon

Verizon offers single-rate national plans that cover the entire country with no roaming or long distance charges. It also offers a semi-national plan for its America's Choice network. There aren't any roaming or long distance charges on this plan (for almost half the price of the national single-rate plans), as long as you're on the network, which includes Verizon, Alltel, and Sprint PCS. Verizon's local plans cover most states. It also offers competitive prices and frequent promotions. Pros: Verizon has the best-priced plans, extensive coverage, reasonable national plans, and excellent customer service. Cons: Still analog in many rural areas of the west. Coverage maps: http://www.verizonwireless.com/zip/plsql /vzw_zip.reset?p_alias=vzw_reset&p_referer=/

Wise wireless choices

It's worthwhile to explore your options, but think twice about switching providers: You may have to buy a new phone, pay a new activation fee, and get a new number. What's more, you might be trading old aggravations for new ones.

Switching might be worth the trouble if you get a good deal on services you really want, such as a bigger bucket of included minutes at no additional cost. The trick, of course, is educating yourself about your choices.

Don't get Caught in a Dead Zone

Wireless phones have become so integral to some people's lives they can't imagine living without them. Some consumers even keep a wireless phone as their primary phone line. As evidence, Personal Communications Service (PCS) plans with no roaming charges are outperforming other plans. However, where PCS service is available, thoroughly check out those plans before signing up. Their disadvantage is spotty coverage in non-major and rural markets.

It's important to carefully read and fully understand the contract before you sign it. Even if the ads emphasize "free" items or services or advantageous rates for usage, you might discover the claims aren't quite what they seem. Usage rates are sometimes more complicated than ads reflect and service problems--such as "dead zones" and repetitive busy signals due to system overload--have led some consumers to reconsider their choice of a provider.

Although many consumers are content with their wireless phones and service contracts, there have been an increasing number of phone inquiries and complaints on the subject. Oftentimes, the complaints involve misunderstandings regarding calling areas and billing practices or complaints about disconnections or poor quality service.

Who's Hogging your Network?

Cingular Wireless customers on the West Coast are bracing for trouble. T-Mobile (formerly known as VoiceStream) has just expanded into California and Nevada; and, to speed the process, it's using the Cingular network. In return, Cingular gets to use the T-Mobile network in New York.

Sounds like a good deal for everyone but the customers. Some analysts claim the number of Cingular customers is far greater than the wireless network's capacity during peak hours. Now, wireless company T Mobile's sharing the same network. This has triggered so many customer complaints, the California Public Utilities Commission has launched an official investigation.

For a primer on how cell phones use (and share) channels, check out John Hawkins' article at http://Advisor.com /doc/10068.

MOBILE BUSINESS BENEFITS

Fiercely competing for your business, wireless telephone companies often advertise plans that look like great deals. But, do they really fit your needs? What's buried In the fine print? Make sure you know everything about the plan you're buying.

John Vacca is an information technology consultant and internationally known author in Pomeroy, Ohio. Since 1982, John has written 36 books and more than 442 articles in the topics of advanced storage, computer security, and aerospace technology. John was a configuration management specialist, computer specialist, and the computer security official for NASA's space station program (Freedom) and the International Space Station Program from 1988 to1995. John was also one of the security consultants for the MGM movie AntiTrust (2001). [e-mail].