They will almost certainly need to move towards a common European price-list, with some regional variation. This will be a big shift from the current pattern of separate national prices, influenced heavily by custom and much more lightly by the desire for Euro-consistency. Though these issues will consume millions of hours of work, they are not the central ones. As the merger wave indicates, companies are already trying to scale themselves up to cope with a number of bigger, longer-term trends. The most obvious of these is that physically transportable products, especially ones where there is little difference in national tastes, will become commodities traded in Europe-wide markets by a relatively small number of companies operating on a continental scale.
Money is the most easily transportable product of all, transmissible at the touch of a switch.
So it is not surprising that many cross-border mergers are taking place in financial services. When all banks and insurance companies are providing services in a single currency, the biggest remaining national barriers in this industry will have fallen. There will still be barriers of information, of course. Consumers will be ignorant about non-local suppliers of financial services. And, despite the EU's single passport for financial firms, there will be local regulatory barriers to foreign firms.