In a market that is expanding so quickly, mobile operators need services that are both attractive and capable of offering maximum return on network occupancy. Offering technology alone just is not enough in today's wireless communication market, value-added services are what will distinguish the truly successful operators and give them a competitive edge. In most countries, there are now at least two mobile telephone operators competing for business. Users are often fickle, subscribing to networks, or cancelling, depending on who offers the best promotional deal, a phenomenon known as churning. As a result, operators tailor and simplify services, adapting them for each segment of their subscriber base.
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