Cellular shouldn't be cut off, I still have it cut on, but I would recommend shutting off imessage unless you really need it.
lol why would i need to disable imessages? it's the feature that 90% i use to communicate with my friends and family, it almost changes the sms capability in my life.
i can get 10 hours and 40 minutes of my iphone 5's battery life on a single charge, as long as the brightness is not more than 30%.
good thing is most of the time i use my device indoor, so 30% of brightness is more than enough for me.
when i go outside, i turn the brightness to 70-90%, and the battery went down so fast.
so my take on the conclusion is the brightness settings is the most thing that affect the battery life.