Nowadays a cellular provider has to do more than "just" provide solid voice calling service in order to attract and keep customers.  Media and messaging, ringtones and ringbacks - carriers are always on the lookout for the latest way to get your hard-earned "telephone" service dollars.  Here's a quick look at a few new trends in the American cellular marketplace that might just be worth your time and money:

1.  Network-Independent Unlimited Calling
Free mobile-to-mobile calling within your network has been a standard feature (or at least option) on many providers' rate plans for awhile now.  Alltel's my circle and T-Mobile's myFaves services take the idea a step further by offering free calling to any number in the U.S., whether its a number on your provider's network, another wireless network, or a landline.  Alltel lets you choose 10 numbers to keep in your "circle," while T-Mobile limits you to five "faves."  Could this be a baby step towards major carriers adopting reasonably priced unlimited calling plans?  Probably not ... but I hope so.

2.  Location-Based Services
Advances in technologies like GPS (Global Positioning Services) have made it cheaper and easier for cell phone manufacturers to build the hardware and software for location-based services into cell phones, or as Bluetooth-based add-ons for older phones.  GPS units have been a hit in the automotive industry, giving drivers mobile access to directions, traffic conditions, and travelers' information such as hotel and restaurant listings. 

GPS-enabled cell phones have recently been getting a push from providers like Verizon, whose "VZ Navigator" service provides turn-by-turn directions, maps, and local information on demand.  Will location-enabled cell phones be a hit?  Will they eventually replace dedicated GPS units in automobiles?  Until men decide it's okay to ask for directions when they're lost, I don't see why not!

3. 3G Video Services
Our friends in parts of Asia and Europe have been enjoying "3G" high-speed cellular services for some time now, while true 3G networks are still ramping up to speed stateside.  One use of 3G cellular networks has been for video services including streaming entertainment and video calling (many 3G phones actually have two cameras: a high quality shooter on the back, and a lower-res camera on the front for video calling). 

Verizon and Sprint have been offering streaming video content for awhile now, while Cingular more recently launched its Cingular Video service over its 3G HSDPA network.  Carrier-independent companies such as Slingmedia and MobiTV also offer streaming video hardware and services that can be accessed by smartphones via cellular and Wi-Fi connections.  Just today I read a blog post about a possible deal between Verizon and Web sensation YouTube to bring all sorts of amateur video programming to Verizon's VCast wireless network.  Stay tuned ...