Wireless Firms Pitch Data Services But Results Are Mixed Big U.S. wireless carriers upgrade their networks, but buyers slow to react.(A)

Byline: MIKE ANGELL

The wireless industry needs more people like Sean Rigo. The executive recruiter from Sebring, Fla., just bought a $150 cell phone with a camera attachment, and his monthly bill is more than $100.

It's more than just a phone. He uses the device to get and give e-mail, check stock quotes and snap photos.

"I've used everything the phone has to offer," Rigo said. "I'm very impressed with it."

Rigo is able to do these things only since they became widely available in 2002. U.S. carriers just started rolling out a wave of data services, hoping to spark a wave of growth.

But the new services have not sparked huge growth for the wireless industry. To recharge growth, analysts say, the industry needs simpler price plans and more compelling reasons for people to get data, as well as voice, services.

"We're talking about changing people's habits dramatically," said Mike King, an analyst with research firm Gartner Inc. "Most people really just use their phones to make calls."