There was a rumor going around at CTIA that Amazon.com was going to start an MVNO, that Jeff Bezos was already interviewing handset designers.
I would love to see an Amazon.com MVNO that was fully developed, even if it was an example of gross consumerism. Amazon.com has an incredible array of content already in-house, even if it is not currently understood as consumer content. For example, most albums available have one to three songs downloadable as a preview, and the "search inside" function gives access to many books.
Amazon's personalization platform, which saves purchases the user has made and also makes product suggestions based on history, could be readily extended to movie and restaurant recommendations, or even clubs and drinks. Adding reviews - especially audio reviews - for anything, and you have the basis for a new type of community.
When you add a camera to the mix things get very interesting. Some server-based character recognition and you can immediately search for a book title, contents within a book, a music label, or any product that contains the text. Add a "search the web" link and you have another point of integration between the web and the physical world.
Partner with one of the image recognition companies and you can search not only for movie posters for current movies, but for any related products on sale. Do an image match between a product in the environment and product images in the Amazon database, and you have a seamless shopping experience. Or simply add the item to your wish list.
You'd want to avoid requiring any of this to be on the standby screen, but even what the users choose to put there could be useful information. This MVNO could be an excellent opportunity for both Amazon and for consumers.