To a Cellular company whats the most important. No its not signal they all have that. The phones ... nope again. The service or the price? Afraid not. The most important thing to a Cellular company are its people. Inside and out. Our customers and the company representative ie customer care, financial, and retail. They are the face of the company and mouth of the company. Without the customers and the people who deal with them one on one the rest of the company would die. So in other words the carrier is me and i'm the carrier.