In Russia, a very brief period of time when operators are not only selling telecommunications services, but also the source of supply of subscriber equipment that is sold to mobile phones. Over the years, participants in those events say that the trade was of phones forced, retail market phones did not exist and the operators to get it sorted as best we could. Wickedness in these words a lot more than the truth. If you look at the European market, which development is ahead of Russia today at 3-4 years, and then outpaced a good dozen years, we see the opposite picture: today, independent retailers, offering mobile phones, in Europe there is little, the whole market is monopolized shops acting under the auspices of the operators and owned by them in varying degrees. At the stage of network development, when the cover was minimal, and the customer base in the hundreds of people, operators have begun to develop and retail businesses. For them, creating points of presence was normal, and the network evolved simultaneously on the cover, and retail salons. In our country, the operators have decided to save money and reduce their risks, retail business, none of them did not develop, allowing many independent companies to become major retailers in Russia. And for operators phones have become just an appendage to the networks, and often annoying appendage: compatibility testing takes time, needs constant adjustment of own software, which is not ideal, the creation of options for additional services to users, answering questions, users, etc. The operator does not understand the business of mobile phones, in fact, all operators until recently in one voice declared that the sale terminals - non-core business that they are not interesting. But with the saturation of the market of communication services and a decrease in revenue growth from sales of voice traffic operators needed to find new ways to increase profitability. One of the main areas was the development of non-voice services as a priority feature is called work to create their own phones. By "their own mobile phones" refers not machines, created from scratch and adapting existing solutions with a clear binding to a specific operator. By binding we mean no SIM lock, but rather a set of functional characteristics with which the phone receives the new quality, expanding its functionality and consumer appeal, respectively, increases.