It's a solved issue, in that the cell company "simply" has to spend enough on infrastructure to cover the desired area.
Justifying the business case to cover the low value (i.e. few customers) areas is another story. However, even here, it might be possible to justify it if the rest of the customer base sufficiently values wide coverage to pay a premium. Particularly if the competitors don't have the same level of coverage.
Justifying the business case to cover the low value (i.e. few customers) areas is another story. However, even here, it might be possible to justify it if the rest of the customer base sufficiently values wide coverage to pay a premium. Particularly if the competitors don't have the same level of coverage.