Groan. Sorry. Commercial GPRS and UMTS/3g will probably both have payment models that revolve around the consumer shelling out for the data they download and consume, rather than the time they spend ‘online’ – as you’re always on…
This post at Subterrane discusses the implications for designing user-experiences in such conditions, and how less will be more for most consumers once they realise how much they are paying for each extra branding element or design-doodat…
“When a wireless user requests data, just what are they getting in return? How much extra baggage is getting sent with NTT DoCoMo’s video conference feed? I’m willing to bet that these technologies are based on current systems that were designed to use wired networks. Over the years as bandwidth got cheaper, extra features were piled on until it no longer mattered how small a file was, it only mattered that it could be viewed correctly. When people start paying for every byte, this attitude is going to change.”
» Subterrane.com: 3/1/2002 : Do you know what your handheld is receiving?
Petafloptimism 
Perhaps the lack of traditional branding elements – logos and such – could become great brand qualities.
Now if you could (instead) get your content service logo to appear on the bill for your wireless service, you’d associate the brand with the low price.