The personal views expressed in this article are those of the author and do not necessarily represent those of the TeleManagement Forum.

The most important aspect of the prepaid landscape is the strong input of marketing and branding expertise, much of it sourced from outside telecoms. A central reason for this is the ‘physical’ availability of a product at the point of sale, which allows brand identification to occur in a manner which is identical to that in most other industries.

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