This article argues that the wireless telecommunication market is about to witness a shift in business models and market structure as a result of the deployment of new broadband access technologies, spectrum management techniques, policy-based network management, and the drive of new entrants to compete against the incumbents. The article discusses four agents of evolutionary changes: a range of broadband wireless access standards and technologies that are frontrunners in the industry’s efforts to embody the next generation of wireless networks; new provider-customer relationships facilitated through changes in the usual contract patterns that will allow consumers to enter short-term and spot contracts with the new wireless providers; an overview of the current debate on spectrum management; and an explanation of how autonomic communications and policybased management would support the new structure. Finally, the article asserts the necessity for the integration of the heterogeneous technologies that make up this emerging, hybrid wireless landscape, and describes the economic characteristics of a new competitive scenario.