The same, but different

The mobile operators are acting as the biggest customers and as potentially biggest competitors of the handset manufacturers. Operators buy around 70% of the mobile phones sold in Europe, so they have a good control over the vendors. The mobile operators offer handset subsidation which is a way to get users to accept the new features and services offered by the handsets. In Europe, the handset vendors' brands dominate the mobile market. Recognizing that operators and vendors need each other, jointly-fund marketing campaigns can effect good brand recognition and sales in the mobile market.