Perhaps inevitably, ‘3’ opened for business before it was really ready. As a result, its services are patchy and unreliable. Some of these problems will be overcome in the next few weeks. Others will be more intractable. Overall, we can see some potential in 3G style services, but ‘3’ is far from being a competitor to existing 2G offerings.

With the handsets finally available and (to some extent) working, Hutchison 3G's '3' operation has finally launched in the UK. In this report we review the commercial prospects for '3' in particular and 3G in general.

This note discusses the likely obstacles to a successful launch of H3G UK, the most aggressive 3G new entrant in Europe. Our main points:

What does this mean for the media industry? Does the increasing power of media buyers mean further downward pressure on rate cards? We suspect that many of the effects have already been felt, particularly in the European and US TV businesses. In fact, we see a different issue emerging: the explosion in advertising inventory in the last few years, which has resulted in a worldwide glut. This has coincided with what we think may be a permanent reduction in the absolute number of advertisers. As a result, media buyers will continue to obtain better terms, whether in buying as part of a large group or not, but media price deflation may be a feature of the industry for many years to come.