Much is written about the need to develop marketing programs that attract and retain Gen X, Gen Y and Millennial cell phone users.  However, that strategy belies what we know about those targets and others.  Recent research of cellular customers in the Mid-Atlantic region suggest that the focus should be on Baby Boomers – they have more money, they are more likely to be loyal to brands they like, less likely to rely on price as a primary attribute and therefore more likely to build a long-term relationship with the suppliers.  This paper presents highlights from the research and suggests better tactics to reach and retain customers likely to be loyal to their provider.