Not only will these "prosumers" (power technology users and consumers) be your employees, but they'll also be your customers. UPS has been a wireless pioneer in the shipping industry, offering such equipment to its drivers and package sorters for years. It made its first foray into the wireless space for its customers in 1999, enabling Palm VII organizers to view tracking and drop-off location data. Now, of the 40 services UPS offers through www.myups.com, it boasts four wireless services to its customers and business partners. Customers can wirelessly track packages, find UPS drop-off locations, calculate shipping rates and determine transit times for shipments. UPS also expanded its wireless tracking program in 43 countries and ensured that any wireless device can link to UPS shipping data.

Jeff Reid, UPS's director of customer technology marketing of wireless services, says a big push has come from the millennials and from working with business partners that have a younger customer base. Businesses that use UPS products can offer their customers package-tracking updates as text messages (or SMS, for short message service) on their mobile devices. "The millennials are driving a lot of the SMS usage; it's become an expectation with them," says Reid.

For example, Moosejaw, an outdoor equipment retailer, is a UPS customer with a predominantly Gen Y customer base. Moosejaw customers who want to know the status of their package can opt in and receive text message updates on their mobile devices. The goal of the service, according to Moosejaw, is to create the least amount of "friction" for its customers.

Though he doesn't serve as many millennials, Hughes Hubbard & Reed's Sommer has plenty of users who want the "latest and greatest" devices. His mobile device plan dictates that every attorney and qualified employee receives a new BlackBerry every two years. "We want to keep our attorneys up to date to match what the clients need and have," he says. In addition, because the firm has offices around the globe and attorneys who regularly travel to Paris and Tokyo, those attorneys "definitely need the best and fastest in the world that's out there," he says. "We don't want to be stuck in a 2G world when the 4G world is coming up."

In the United States overall, there has been a recent increase in the number of multimedia devices sold. But even if more people are starting to buy mobile services from the carriers, it doesn't mean they're actually using them. According to a recent In-Stat report ("Will Stingy U.S. Multimedia Phone Users Turn Japanese?"), there has been a rapid increase in the number of multimedia phones purchased in the United States that play MP3 tracks and video files (from 15 percent in 2005 to 36 percent in 2007), but the report goes on to say that "the growth in multimedia handsets has more to do with operators pushing multimedia handsets to the market, rather than a strong desire by consumers to adopt multimedia handsets or use multimedia services." For example, the report discovered that more than 80 percent of users with handsets that have these capabilities rarely, if ever, use the features.