In an attempt to do just that, the carrier introduced a 3-pronged, Webbased initiative to speed the creation and deployment of applications on Cingular (.com) networks.

The three initiatives -- the Developer Program, Solution Alliances Program and Channel Program -- are part of an effort that will provide developers with an open marketplace for creating services via a Cingular Web portal.

"Wireless data is just enabling technology," Boudris said during the program's launch at WAVE 2001 (.com/wave). "What you need is an explosion of apps to drive users because whether they're businesses or consumers, they have different wants and needs. The larger the number of applications that can be put across multiple devices, the more you've engaged the user community."

The Developer Program, in effect today, allows developers to test, manage and deploy solutions. The Solution Alliances Program, available third quarter, will provide support and resources to bring solutions to market, bundle them with those of other program members and generate new revenue steams through Cingular distribution channels. The Channel Program, also coming in the third quarter, will allow dealers and resellers to leverage the Cingular brand and services to extend their product lines.

The three programs form the foundation for Cingular's EM (Electronic Mobile) Business strategy, a seamless electronic environment that creates an integrated marketplace for its developer, solution-alliance and channel partners to discuss, create, deploy and bundle applications.

Ultimately, these programs will create the E-Storefront, where end users can access a catalog of available solutions branded for Cingular and its partners. Eventually, an end user with a J2ME-enabled device can go to the Storefront and download applications on demand.

But no one portal can be all things to all people. Boudris said Cingular envisions a marketplace built on experience and partnerships. The goal, via an open-development community and architecture based on Java, is facilitating millions of applications across Cingular's network, much like NTT DoCoMo's i-mode environment (.com).

Boudris said it's time to stop focusing on one killer app and start creating a killer-app-development-environment. One app alone won't create a marketplace.

So why is Cingular openly announcing its wireless data blueprints when competitors are mum?

"Wireless data is a complex environment," Boudris said. "We know the power of open-development architecture and want to let people know where we're going so they can meet us."