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Discusses the business imperative for mobile operators/carriers to generate a significant amount of their revenue from non-subscriber sources. The reasons behind the imperative are (1) the increasing cost of building and maintaining a competitive wireless network capable of delivering broadband data to subscribers consistent with the growing demand for mobile web, apps and other high bandwidth mobile services/media, and (2) the dropping or flattening of the voice margins and data margins on revenue from charges to subscribers. Consequently, to generate ROI on the cap ex on advanced mobile networks, the operators have no choice but to start generating substantially more revenue from non-subscriber sources.
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