"This is a very thoughtful strategy by Google: Let's build ourselves into the value chain at a spot of vulnerability, which is the software layer, " says Virgin Mobile USA co-founder, Amol Sarva.

FORBES: Google's Friends And Family Plan

"This auction is big and robust enough to create all kinds of opportunities, " says Amol Sarva, chief executive of New York City-based mobile start-up, txtbl.

FORBES: Airwaves For Sale!

Dr. Amol Sarva is the CEO and founder of Textible, a start-up that is trying to build an inexpensive mobile device for e-mail.

NPR: Groups Urge FCC to Open Wireless Networks