Questions facing the market include:

- Who are the users?
- What do users want?
- What can operators offer?
- What markets are there?
- For which services do markets exist?
- Who will control the client relationship?
- Who is already there realising profits?
- Where will the revenue streams come from? - Which types of companies stand the best chance of making money?
- Can ModAd compete with the business received from voice and messagin revenue?
- Is it a technology that is here to stay, or will it consume a lot of time for little reward?

... yes, the list does go on.

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