Cox Communications today said it will launch its own wireless service based on the spectrum it purchased for $304 million in March, but was cautious in giving away too much information, reports PCMag.com. “I won’t divulge too many secrets here, but we’ll focus on providing simple calling plans, integrating all our services into one device with a consistent cross-platform interface; and making our content and applications mobile,” said Patrick Esser, Cox’s president, at the Progress and Freedom Foundation’s annual tech policy summit in Aspen, Colorado.

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Cox, which is the third-largest U.S. cable provider with 6 million customers, acknowledged that it is a competitive marketplace, but said its “differentiated product” will help it capture an aggressive 20 percent market share. Esser: “Frankly, we’re in a street fight today for customers in every single aspect of our business – from the Bells and the satellite guys, to the wireless carriers…Wireless is straight from our offensive playbook.”

Of course, Cox isn’t the only cable company trying to establish a wireless play. Time Warner (NYSE: TWX), Comcast (NSDQ: CMCSA) and Bright House have all pledged to invest in the new Clearwire (NSDQ: CLWR) after it merges with Sprint’s WiMax division. All the operators will be able to launch their own WiMax offerings, which includes mobile wireless broadband, and even phone services through a partnership with Sprint (NYSE: S). Of course, the first cable/Sprint partnership called Pivot didn’t work because it was essentially a marketing plan backed by the desire to have a quadruple plan.