Cutting the cord

HERE is a cautionary tale about a telephone giant and a management consultancy. In the early 1980s AT&T asked McKinsey to estimate how many cellular phones would be in use in the world at the turn of the century. The consultancy noted all the problems with the new devices—the handsets were absurdly heavy, the batteries kept running out, the coverage was patchy and the cost per minute was exorbitant—and concluded that the total market would be about 900,000. At the time this persuaded AT&T to pull out of the market, although it changed its mind later.

These days 900,000 new subscribers join the world's mobile-phone services every three days. In eight countries more than a third of the population own mobile phones; among Scandinavian men in their 20s the figure is almost 100%. Almost everywhere ownership is growing relentlessly, and sometimes exponentially. In both France and the Netherlands, for example, the number of mobile phones doubled during 1998. The tipping point seems to be somewhere between 15% and 20% of the population. Below that, people regard mobiles as expensive toys for business people, so it takes a long time to reach that point; but from there on, growth takes off.