Forbes reports on the how several large companies are looking to get into the cellular phone market, not through building their own networks but by reselling another company's services as a mobile virtual network operator (MVNO).
This sales technique is commonplace for landlines and to a lesser extent DSL. Among companies mentioned as exploring MVNO services are Wal-Mart, Nike, and Apple. Others who are already in the game: 7-Eleven, Earthlink, and Disney subsidiary ESPN.
The idea is feasible though I expect that too many companies will try to cash in. All the new resellers will probably lower cellular prices even further.