The operators are striving to give users a better mobile data experience; having to insert a card and install software is a hassle for some users, and often a barrier to adoption.

Messaging is the killer app for mobile data services,

It's not clear how cable operators could insert a label,

We created the ability for people to insert enterprise or personal data.

In most cases, mobile users are searching for spur-of-the-moment data, like a local restaurant or directions.

What Apple's producing with iPod is the total experience with hardware, software and services. That's the piece none of the other purveyors have figured out: how to make the thing a great experience from soup to nuts.