"Any content, at any time, at any location" is the new mantra for wireless communications operators. But as wireless operators strive to meet customer demand and to shore up their revenue by offering their customers music, video and games, they face a new challenge : Subscribers often are choosing to bypass such premium services sold by mobile communications providers and instead are loading their own content onto their mobile phones, a practice known as "sideloading", according to research firm iSuppli.

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