2. What factors are important in understanding this decision situation? A standard cell phone lets you send and receive calls, store numbers and addresses, and play games. Advanced cell phones let you take and send digital photos, access the Internet, and listen to music. With that in mind the question is, how many more features can cell phone manufacturers and service providers pack into a cell phone? And when will the buying public say "enough already" about what they are willing to pay for all these cell-phone features? The people at NeoMedia Technologies, designer of Qode software for cell phones, hope the answer to the first question is "at least one more," and the answer to the second question is "hopefully, not for a long time."