The Greek Mobile Telecommunication Market is by its nature a mature oligopoly characterized by three major mobile telecommunication service providers. Being a zero sum game, any share loss by a particular player implies an equivalent share increase by a respective player.

The Greek Mobile Telecommunications Market is a price sensitive high churn market; any drop in prices by one player has historically shown to result in an equivalent price drop (or equivalent bundled offering) by a successive player; all this in order to protect market share. The price sensitivity rests with the historical fact that when the market was growing, market shares were won with price drops. Consumer value perception is closely tied with price and not type of service.

Greek Mobile Telecommunications Market Conditions

Because of market conditions and internal corporate pressures (for example pressure to maintain European operations profitability with the threat of selling off non profitable subsidiaries) certain Greek Mobile operators in an effort to undercut the competition and gain quickly market share engaged in a price war in 2009; by breaking the status quo through an aggressive bundled offering of free SMS and voice minutes. This was immediately met by the remaining operators and the market immersed itself in a negative price spiral.

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