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European mobile operators have historically been growth machines - their metrics, incentives, and systems finely tuned to increase their customer and revenue base. They have been bred to keep pace with their competitors and have played the game with amazing success. Most markets have reached saturation in an astonishingly short time. But operators must now adapt to maturing markets and a global recession. Paradoxically, customer acquisition costs are continuing to rise while market and revenue growth slow.
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