A compelling business case can be made, that considering the very high estimates of broadband subscriber growth over the next few years, any delay in launching a well-thought-out broadband wireless operation could blunt opportunities for carriers. There is no doubt that as the percentage of potential broadband subscribers served moves closer to the total size of the available pool of such subscribers, that customer acquisition growth rates will slow. The short answer is that ISPs should not wait. Indeed, they probably should aggressively move to acquire market share with today’s technology.