As the cellular phone industry has developed in recent years the phone companies and phone manufacturers have faced a problem they did not envisage having so soon - most people now have phones, so how do the companies create new streams of profit in the future? The answer is to make the phones so transient in terms of style and features that the majority of users will upgrade their phones on a regular basis. So rather than getting new customers for their services the companies make money from existing customers, both with new gadgets on new handsets and new mobile services they can access, eg video services, web browsing etc. Other companies tap into this market for profit, such as those companies offering seemingly free reverse cell phone lookup services. They are of course not free, the initial search is free, access to the details costs a fee.