New era of wireless bypass taking shape?

In an article by Business Week on MSN, we can see a new era in "Bypass" taking shape.

https://articles.moneycentral.msn.com/Investing/Extra/WhatAGooglePhoneMightLookLike.aspx 

The incumbent service providers are busy building out IMS (IP Multimedia Subsystem) infrastructures and associated service creation/service runtime environments whose main purpose appears to be to collect a toll for users that pass their way. However, Microsoft has been arguing for some time that the purpose of a Service Delivery Framework and a Service Delivery Platform ought to be to enable service providers to become a marketplace for hosting and exposing services that can be assembled rapidly into useful combinations. The Microsoft Connected Services Framework is explicitly for this purpose. CSF enables the abstraction of the service provider’s infrastructure from the service. CSF can also abstract revenue models from services. This enables the transition to an income model based on growing revenues by increasing the number of “listeners” (“users” in the new vernacular) and claiming increasing advertising rates.

U.S. service providers are leery of this approach. Their product managers are familar with having a business case associated with each new product. The idea of launching a product without any revenue directly attached to it is just too strange to contemplate.

Worse, since each new product must stand on its own, the IT systems necessary to manage each new product or service could never be more costly than the projected revenues for that one product. More efficient framework approaches are often not adopted resulting in literally thousands of OSS systems within the typical service provider and a legacy of high operating costs.

Many have thought that Google could not possibly buy spectrum and compete effectively against the large U.S. wireless carriers. It is just harder than it looks. However, leveraging "beleaguered Sprint" to provide infrastructure and domain expertise plus new technologies like WiMax could be just the combination needed to pull it off. This could dramatically disrupt the wireless industry.