Traditional carriers are also facing competition from significant players, such as Google, that are providing direct-to-consumer data solutions as mobile virtual network operators, or MVNOs. Currently MVNOs are addressing certain segments in the population with specific needs (e.g., low-cost, specific long-distance destination calling etc.). They do not necessarily provide the largest network or best bandwidth. However, more players besides Google with significant market access might be testing their way into this market soon. 41