More for less has been the maxim in our telecom market for almost a decade now. Among competitors who have little else to differentiate on, price has been the primary lever of a competitive strategy. Operators have fallen over each other to woo customers with offers of free minutes, shorter pulse rates, free SMSes (short messaging services), discounted tariffs, unlimited calling to select numbers and other freebies. The first player to launch a disruptive tariff plan has invariably gained subscriber share immediately, but the success has been ephemeral. The advantage has been neutralized very quickly by competitors who have matched or improved on the offer, putting the industry back into a familiar gridlock when it comes to revenue market shares, except it’s now operating at an even lower price level as a whole.