"We've gone away and worked with two manufacturers now that we've started out with…which is Kyocera and Motorola to create handsets that are ready made for our content. We then sat down and said the user interface doesn't work. I mean the reason why iPod and these devices are successful is because it's simple and it's easy to use. When you pick up a wireless device, it's not simple and it's not easy to use. So we really wanted to simplify it and build the content more in the channel. You go to those channels, grab that content…and you don't have to go to a myriad of different places." Adderton says when subscribers buy content for their phones…such as music or videos…it also be available to them online. While pricing for the Ampd service has not yet been set, Adderton says handsets that will operate on the high speed network will start at under a hundred dollars. Bloomberg Boot Camp, I'm Fred Fishkin.