•Fast changing demand of the customer and focus on personalization
•Large number of players
•Mobile number portability
•Technological capabilities
•Tariff plans
•Horizon of planning
•Government regulations
•How much and where to focus: niche or undifferentiated
•Investment decisions
•High price sensitivity and churn rate
•Low ARPU
•Lack of high end mobile phones
• Positioning options(dynamic, under/over focussed)
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