ifty-three-year-old Amar Pal Singh ought to be any cellular operator�s dream come true. A resident of south Delhi, Singh totes his Nokia 2300 (his second cellphone in as many years) wherever he goes, utilises almost the entire gamut of mobile services made available to him, and speaks long-distance to his daughter in Bangalore and son in Kharagpur almost every alternate day of the week. Though late in life, Singh is a natural born adopter of mobile telephony.


Ironically enough, Singh is also a bit of a nightmare for cellular operators. An inveterate subscriber of pre-paid cellular services, he flatly refuses to switch to a post-paid connection, never mind that he runs through a recharge every week. Worse, he keeps hopping freely between cellular service brands, depending on the whims and fancies each day affords. The concept of brand loyalty simply doesn�t exist in his lexicon.

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