The operators were also really bad in producing any kind of services that customers wanted. The WAP era was full of applications that nobody used, like "get a poem for a lady". I think they cost per use. Really short sighted. But operators didn't have the kind of thinking or resources required.
In Europe we already had free data plans earlier and people used web pages and sent email etc. For USA that mostly came with the iphone. Applications, a software company doing it, with the app store and ecosystem with developers free to do what they wanted was a much better model.