Cellular telephony and associated data services has been a major social
phenomena for well over a decade now. It has changed the way - in some
countries more than others - in which people communicate. In many
countries in Northern Europe and Asia, its penetration rates are very
high and in others less so but in all cases it has engendered change at
multiple levels - socially as noted and in terms of market structure and
competition with the established Incumbent Local Exchange and Inter
Exchange service providers. However, there has been little work
published in the academic literature on user consumption of cellular
voice and data services. This has been due to the unavailability of
longitudinal data at the individual user level on their consumption of
voice and data services. We have such data from a large cellular service
provider in Asia. Demand for voice and data services is influenced by
the tariffs or 'service plans' offered by firms. In our analysis we
empirically estimate the drivers for cellular services how demographic
and plan characteristics affect the user choices. We first provide a
theoretical model and then provide insight into consumption patterns
over a one year period of cellular voice and data services and relate it
to service plan design