At least one base station of a wireless network adjusts its access area so as to drive at least one measure of utilization of a resource or resources of that cell toward, but not to exceed, a specified maximum level. The adjustment is dynamic in that it responds in real time to traffic fluctuations. The adjustment is autonomous in that it is not directed from outside the cell. The access area of the cell is determined by the received strength, at the respective users, of a beacon channel transmitted from the base station. In specific implementations, the access area may be adjusted by adjusting the effective signal transmit strength of the beacon signal, or by adjusting the tilt of the antenna that transmits to the cell.