A wireless communication apparatus that transmits a transmission signal and receives a reception signal via a wireless transmission channel, the wireless communication apparatus including circuitry for determining an expected signal attenuation along the wireless transmission channel, stored information providing correlation between a transmission level of the transmission signal into a first power consumption parameter for each possible modulation method, stored information providing correlation between an expected signal strength for a received signal into a second power consumption parameter for each possible modulation method, and a means for determining the modulation method and the level of the transmission signal that minimizes power consumption.