The textbook, in Chapter 4, covers the segmentation of markets into "increasingly specialized niches of customers with unique needs and interests." (p.109) The article that I found, The Business of Life: Cell Phone Niche by Bruce Meyerson, discusses the increase segmentation occurring in the cell phone market by virtual cell phone companies. Cell phone companies such as Mobile ESPN and TuYo Mobile have been launched to cater to a very specific market segment, such as sports fanatics or Spanish-speaking individuals.