The relationships in the unrotated factor matrix are somewhat clear. The third factor is associated with Long distance last month. The second corresponds most strongly to Equipment last month, Internet, and Electronic billing. The first factor is associated with Toll free last month, Wireless last month, Voice mail, Paging service, Caller ID, Call waiting, Call forwarding, and 3-way calling. However, some of these "first factor" services are negatively associated with the second factor; some, positively. In general, there are a lot of services that have correlations greater than 0.2 with multiple factors, which muddies the picture. The rotated factor matrix should clear this up.