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This paper describes wireless billboard channels (WBCs) used for advertisement, discovery, and association (ADA) of wireless and mobile services in future fourth-generation wireless world (4GWW) and next-generation wireless networks, and in ubiquitous consumer wireless world (UCWW) business environments. A WBC service discovery model is proposed along with a format and ASN. 1 encoding for service description (SD). Categorization of services is provided and service templates elaborated. Steps are taken to determine the best format of the data on the WBC channel and the best technology to allow mobile terminals to access the channel. Critical review and comparison of possible WBC carrier technologies is given.