This is a very open-ended question. The most important factor is does it have service where you need it, ie at home and at work. Cell companies want your business so they ALL have free phones that are basically for chatting (ie my v180). Forget the fufu stuff I'm not into that either (ie camera, web, email, etc). Competition means all the cell providers (ie Cingular and Verizon) cost about the same, service is about the same, voice quality, etc, same. Don't consider the technology either, ie CDMA v. GSM. This is like republican v democrat, cable v satellite, they both have advantages, their both great with voice. Competition means they both are making improvements to outdo the other, expanding service, etc. The 2 factors for me was coverage (Verizon or Cingular) and rollover minutes (Cingular). So Cingular won out for now.