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Ubiquitous Wi-Fi coverage, offered for free, could cut customer turnover by 15%, Eagan estimates. What's more, Wi-Fi could help meet the growing demand for so-called converged services, says Parks Associates analyst Jayant Dasari. Customers increasingly want communications services that seamlessly integrate voice, video, and Internet access—for instance, by letting a person watch and record a movie on a home TV, a laptop, or a mobile handset.