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How do you capitalize on a new service for a major industry?

ONCEONCE subscriber Posts: 1
edited April 2007 in Sales
I have a dilemma...
I have an additional service that cellular providers could offer to their customer base, however I am afraid that if I share my idea, they will take the idea and create it themselves.  Unfortunately, the service is not something that can be patented.  To give you a similar senario it would be like the individual that came up with ring tones.
I have come up with three solutions and would like some feedback if possible:

Develop software to install on all of the cell phones
Offer the service to cellular providers
Create or partner with a cellular company
I believe that this idea is a revolutionary product and would draw customers to the company that offers the service.  I strongly believe that this service would propel a company to the #1 market position.
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