There's a <a href="http://www.wired.com/wired/archive/9.09/docomo.html">good article</a> on <a href="http://www.wired.com/wired/current.html">Wired</a> about the largest telecom company in Japan. It covers a lot of how the Japanese are using cell phones and the approach a successful (as so many in Europe and the States are not) telecom company should take.