Ryan Knutson and Shalini Ramachandran on the “WifiForward” coalition:

Last year, mobile users in North America consumed an average of about 1.4 gigabytes of data a month, and that number is expected to grow to 9 gigabytes a month by 2018, according to Cisco Systems Inc.

Even more growth is expected over Wi-Fi. About 57% of all mobile data traffic in North America is currently carried by Wi-Fi, and by 2018 that figure is expected to increase to 64%, according to Cisco. All that data congests Wi-Fi networks, too, one of the reasons why WifiForward wants to free up more spectrum.

Did not realize the Wi-Fi numbers were so high — and rising.

Oh, you mean they’re not going to make as much money off of the million percent markup they impose on the messages that they more or less pay nothing to send? That’s really too bad.

There’s a reason why dozens of startups as well as the big guys like Apple and Nokia are now going after this market: it’s ripe for disruption. Two key factors: complacency and greed.

In other words, the carriers’ calling cards.