3G is the medium that never was. It was supposed to bring full motion video to your handset years ago and cost the operators dearly as governments all over the world saw licence gold.
But, despite slick and very glossy marketing, it has failed to take hold. This morning I read that, by 2010, only 300m of the world's estimated 1.79bn mobiles will be 3G enabled.
Since most of these networks already struggle to provide a voice service that works, it's hardly the time to be plugging the World Cup in your pocket, as many of them are doing.
And despite the ongoing optimism of the networks, a technology that involves typing in simple text messages using your thumb is still the most dominant non-voice application for mobile phone users globally.
Sometimes less is more..