Loading mobile phones in a multi-option society

As mobile phone saturation increases, operators find it harder and harder to differentiate themselves in the marketplace. Telecommunications companies have had to develop strategies as quickly as the industry has developed, and in recent years have found themselves increasingly moving away from their core market of voice service provision to becoming anything from fashion brands to putative multimedia companies. From the consumer's perspective, Peter Gross and Stefan Bertschi discuss how a customer navigates such a 'multi-option' society. Bewildered by choices--not just in service level and provision but in the way these products are coded with brands that suggest identities and cultural behaviour--how is a consumer to relate to such a plurality of options?