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This paper proposes strategic innovations through NGN standardisation to enable the establishment of a consumer-centric business model (CBM) for wireless services. This leads to the evolution of a wireless environment, called here a ubiquitous consumer wireless world (UCWW). In view of the novelty of the concept, the paper focuses on developing the context and argument for the CBM, and the underpinning technological innovations - key new infrastructural entities and functionalities - required for its realisation. The technological innovations proposed may be evolutionary, but considering the potential social, economic and policy impact on wireless communications equipment, service providers and users, the effect may be described as revolutionary.