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

Most mobile operators are faced with cellular penetration rates in their markets that are reaching saturation. Signing up new customers to increase revenues is no longer the primary challenge - this leaves only two other means to increase profitability: (i) maintaining a positive churn balance; or (ii) increasing ARPUs by increasing traffic faster than usage charges decrease.

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