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For the mobile industry, waiting for people to use the net via their phone has been like waiting for a bus that never comes.
Even though a huge number of mobile phones in use can access the internet, and after the launch of faster third-generation (3G) data services, only 10% of Europeans actually use their handsets to go online.
The situation is the same in almost every other nation apart from Japan and Korea where faster mobile networks are much more common.
The slow take up has been blamed on the restrictions phone firms place on net access, confusion over cost, awkward page layouts and slow browsing speeds.
To make matters worse, 3G handsets have been clunky rather than funky.
"It's like picking a girlfriend or boyfriend. The first and most important decision for people is 'what does it look like?'" said Robert Rawlinson of Mobileshop.com.
He added that phones were now "fashion items" and 3G handsets were lacking the features, such as snap-on cases, common in many 2.5G mobiles.
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