There are really only two ways to increase profitability: first, do the things that will make you money; and second, eliminate the things that will lose you money. This concept is very simple. So why then has it been temporarily overlooked as the over-riding objective in a mobile operator's game plan? The question of making money in wireless is paramount. The answer can be found in the '3G-mania' that swept Europe off its feet in 2000-1. Arguably, what the sector has done best over the past two years is splurge on 3G licences and hype up its impending success. At the same time, operators have been growing 2G customer bases as large―and as quickly―as possible, to provide a mountain of hungry customers that are potentially ready to buy into the 3G dream.
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