Several factors are said to act as a deterrent however, such as the $4.6 billion minimum bid, and the total of $9 billion required to win enough spectrum for a nationwide network. This would then have to be complemented by the building of infrastructure, plus divisions for handling subscribers and maintenance. The costs could harm Apple's margins, and discourage taking risks on the inventive products Apple is known for. The company also faces stiff competition from potential bidders such as Google, DirecTV and Skype owner eBay. Google has long been considered one of the most serious bidders, partly due to rumors of a Google phone and the company's increasing involvement in the cellphone industry. Following the denial of wholesale resale terms it wanted, however, Google has become less prominent and may choose not to participate at all.