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Deploying customized, carrier-branded handsets and portals is the key to increasing subscriber revenue and driving wireless data usage. Wireless carriers from Europe to Asia have been successful with this strategy, indicating that for now, the burden continues to be on carriers and content providers to lure customers to value-added content and services beyond voice and short message service (SMS). Recent research from the technology market research firm ABI indicates that about 50 percent of the carriers worldwide have deployed networks capable of services beyond voice and SMS.