The mobile industry not only faces the problems of struggling to convince a sceptical public of 3G's utility, it also faces challenges from competitor technologies which only serve to toughen an already mammoth task.

Receiving video on a limited range of handsets might be fine and dandy, the argument goes, but why bother when the wireless alternative is ready, reliable and already available on a raft of devices ranging from PDAs (personal digital assistants) and laptops to existing mobile phones?

Variously known as wi-fi and 80211.G, a wireless technology allowing users to connect to the online world without the need for a tangled web of twisted cables and incompatible widgets has already reached maturity while 3G still struggles to leave the starting blocks. Available at an increasing variety of locations from railway stations to coffee shops, the protocol enables any suitable machine to get online and access services from web browsing to IP (internet provider) enabled voice calls at relatively low cost.

"I simply cannot understand why the industry insists on continuing its obsession with 3G when wi-fi is already up, running and available at a fraction of the cost," says independent information technology (IT) consultant Christopher Green. "How can you seriously expect consumers to spend hundreds of pounds on a clunky mobile handset when they know that they could access all of its services and more using their existing equipment and an (pounds) 80 adaptor card?"

Certainly, this argument makes sense to many users of BT's Openzone service, which allows customers with a wi-fi enabled laptop or PDA to connect at broadband speed in 10,000 hotspots worldwide at locations such as Starbucks, British Airways lounges, Texaco petrol stations, McDonald's restaurants and Sheraton hotels.

A proven technology with few of 3G's hang-ups, its prevalence is set to increase during 2005, with trials beginning in January for a system from Telabria that will extend such access across the southeast of England.

"We're extremely excited about the network we're building," says Jim Baker, Telabria's founder and chief executive officer. "It is establishing a standard which, over the next few years, will fundamentally change the structure of broadband."

While wi-fi has its advantages, particularly when it comes to cost, there are some areas where the technology cannot compete with 3G. The main difference being that while users can harness 3G anywhere as long as there is cellular service, wireless users must be in an appropriately serviced location and in possession of the login permissions required by every one of the many service providers.

For this reason, many within the industry regard wi-fi as a complementary technology, a bolt-on service designed to augment the bandwidth of current 3G networks. Certainly the major players are treating it as such, with both Vodafone and T-Mobile including wireless capability as a companion to their mobile connectivity packages in order to create a situation where, no matter whether they are using standard GSM, 3G or wi-fi, users have access to the best possible service anytime, anywhere.

"At this early stage there is no real evidence of customers leaving 3G for other technologies," says Novatel's Brad Weinert. "Wi- fi is great for a coffee shop or home, but not for truly mobile professionals or field service workers.

"For example, if a sales person visits a customer they will want to access office information over the internet, but it is not practical to ask for a customers' login for wi-fi so that the worker can connect. Instead, the sales person uses his 3G cellular connection and has the information instantly."