Systems and methodologies are described that facilitate scheduling best effort flows in broadband or wideband wireless communication networks. The systems can include devices and/or component that effectuate associating utility functions to multiple disparate flows based on traffic conditions extant in the wireless system, ascertaining the average rate at which the flow has been serviced in the past, and utilizing the utility function associated with the flow or the average rate that the flow has been serviced in the past to optimally schedule the flow.