So Diddy either wants to be or thinks he is an MVNO, or haven't you heard? What's an MVNO? Why, it's a Mobile Virtual Network Operator: a cellphone marketing company that leases network capacity from a true cellphone company (Verizon Wireless, say) and sells its own character-driven brand of phone -- one that these days exploits the speed of 3G networks and lets you download music and movies. Confused yet? Read this trend piece on MVNO kingpin Peter Adderton -- and see Jonathan Bing for important thoughts on the tech's Hollywood marketing implications.