Danish operators terminates mobile phone sponsorship

28 December 2001
The prices on mobile phones in Denmark are kept down by sponsorship from telecom operators, but this is about to end.The change will affect detailers, consumers and phone manufactures in a negative way. For the first time since the mobile phones entered the marked, operators will now stop sponsoring the prices of new mobile phones.

We are changing course. It's not about getting more customers, but about earning money on the existing ones says Rune Sørensen from Sonofon.

New mobile phones have been used as a magnet to attract new customers, and the operators have sponsored the phone to reduce the price. This is about to end in Denmark, and new phones are now sold without subsidies from the operators.

We have paid for the marketing for a long time, so the losers will be the manufactures like Nokia and SonyEricsson. We believe that it has been wrong of us to market and sponsor their mobile phones, and we are therefore ending this now says Sørensen.

Sonofon

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