For cellphone plans, it's signal over style

Bill Nebes runs a company that specializes in matching cellphone users with the best handset, wireless carrier, and rate plan for them.

But even the president of Waltham-based IMO, an independent wireless retailer that sells plans and phones from every major company, admits it took a large amount of trial and error before he found the right combination.

``Like many people, I went the traditional route and tried to find the service that worked best in the areas where I lived and worked," says Nebes, who spent nearly a decade switching among carriers. ``I found it was very hit and miss."

Nebes, who began using mobile phones in the late 1980s, sampled services from Sprint and Cingular Wireless before settling on Verizon six years ago. The reason was simple: Verizon's signal coverage was strongest in Nebes's neighborhood in downtown Boston.

``I'm probably less sensitive to the handset than most people," says Nebes, who carries a Blackberry 7130E for business and a Samsung SCH-i600 for personal use. ``I really looked for the carrier that had the best coverage for me."

About 72 million Americans are expected to sign new wireless contracts this year, and 49 million cellphone users are expected to drop their carrier and switch to a competitor, according to the Yankee Group, a Boston research firm.

Wireless customers have plenty of choices. Basic plans that include 200-400 anytime minutes, typically start between $30-$40 a month. Mid-range plans that offer 600-1,000 minutes cost from $40-$70, while the most expensive plans, ones featuring unlimited voice and data minutes, can cost as much as $210.

David A. Steinberg, chief executive of InPhonic, the Internet's largest independent retailer of cellphones, says that with most carriers requiring customers to commit to two-year contracts, choosing the right plan is more important than ever.

``The reality is that you're looking at a commitment of somewhere between $1,200 and $2,000 for the next two years," he says. ``You don't want to be in a service plan that doesn't work for you."

Start your search by looking for the carrier with the strongest signal coverage in the areas where you live, work, and spend most of your time, says Steinberg, who suggests seeking advice from family, friends, and co-workers who share your general geographic areas.

``Talk to people whose lives follow the same pattern as yours," he says. ``You need to get that neighborhood, street-level perspective because coverage can vary from block to block."

Nebes says that while it's tempting to select a carrier because they're offering the sleekest handsets or lowest prices, getting quality signal coverage should be the top priority. ``I always look first to coverage," he says.

Before selecting a rate plan, Nebes and Steinberg say, look at two or three old cellphone bills to get a feel for how you're using your service. How many minutes a month are you using? Do you send a lot of text messages or e-mails? Are you using your cellphone all the time or primarily at night and on the weekends?

``Most people tend to either underestimate or overestimate the number of minutes and services they use," Steinberg says. ``Take a good look at your usage pattern today because it's not likely to change dramatically just because you're switching carriers."

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