This paper examines some of the key problems users encounter when accessing current generation wireless networks. Using a case study of a hypothetical user, the authors explore the emerging services and the new broadband wireless network technologies necessary to carry them out. This paper analyses the issues associated with an observed trend in the industry that exposes potential changes to the long-term, rigid commercial relation between wireless providers and users: as a result of a range of evolved broadband wireless access standards and technologies, autonomic communications and policy-based management, and new pricing schemes, consumers will likely face new opportunities to enter short-term and spot contracts with the new wireless providers. This new landscape also allow multiple competing Access Providers (APs) to dynamically assign prices, and poses new and interesting challenges to the regulatory function. The paper also discusses a framework for the integration of heterogeneous technologies and management policies based on the network context that make up this emerging, hybrid wireless landscape, and describes the economic characteristics of new markets likely to arise.