Feature Report: Device evolution spurs supply management challenges At times, it appears as though wireless industry giants such as Verizon Wireless, Sprint Nextel, AT&T Mobility and T-Mobile USA can do just about anything they want. Especially in the U.S. the size and reach of the largest operators enable them to operate with seeming impunity in the eyes of the consumer. However, what the general public does not understand, even as trained observers watch the AT&T’s and Verizon’s of the world rake in profits, is that a myriad of challenges constantly threaten to damage, if not break, the wireless operators’ revenue models. Going further, many of these areas bring challenges and headaches to not only operators, but also retailers and manufacturers in the wireless space. As operators typically want to stay up to date and make sure to carry the latest phones and the newest technology, handset turnover is high. Supply management, in general, is taxing. It’s also extremely important for operators to make sure they get the most value out of the smartphones that are seeing quicker turn over due to upgrades, new sales or replacements. This need has created a prosperous and unique business opportunity for a new type of company: wireless device lifecycle management providers.This feature report is sponsored by BrightPoint.