Remember what happened to PCs. It started off being a geek's machine and then quickly became available with your neighbourhood dealer/reseller/retailer. Service and bundling is the only competitive advantage left for PC brands.
We will now see it happen to mobile phone services too. Telecom minutes will soon become a commodity. Service will be the true differentiator to get closer to customers. Your neighbourhood grocery supermarket will buy-off minutes from any national service provider and bundle it with a mobilephone. To the customer it gives complete flexibility - pay for minutes used, no monthly fees, reload next door, customized service options, service problems - one knows who to go to etc. It's the coming of mass customization age for telecom service providers.
Disney, ESPN etc. will be offering mobile phone service soon. Is time ripe in India ( one of the fastest growing mobile markets) for a local neighourhood telecom service brand?