Purpose - The article aims to review the history of 30 in the USA from the differing perspectives of the government, regulators and network operators, with the narrative based around the various spectrum bands that have been proposed for 30 at various times during the past decade. Design/methodology/approach - This case study of the background to the development of advanced mobile data services in the USA is written from the perspective of someone familiar with the somewhat different processes evident so far in Europe. Contrasting the USA with Europe is of particular interest because it is the USA, perhaps surprisingly, that is suffering due to a somewhat laisse-faire attitude to spectrum allocation in the past, whereas the elements of dirigisme in Europe have at least produced consistency, even if progress has been slow. Findings - What is revealed is a not untypical story of the authorities trying to unwind decisions which seemed to be perfectly sensible at the time when they were taken, but have been overtaken by events (including new technologies) and hence are currently decidedly sub-optimal. As ever, vested interests do not intend to make concessions without being paid off handsomely. Originality/value - As things stand, 3G is a reality provided that it reuses existing 2G spectrum bands, but that does not present a blueprint for the future if the USA does not wish to be left behind. [ABSTRACT FROM AUTHOR]