Switzerland: Marketing is key to success

The Swiss telecoms is booming with sinking prices, mushrooming mobile penetration, and spreading `elektrosmog' hysteria. Increasingly sophisticated Swiss consumers demand more and better services, while a burgeoning number of operators engage in even more innovative marketing campaigns to attract to public's attention. The country's largest existing alternative local loop infrastructure with access to over half of all Swiss homes, Cable com, is on the auction block, while fledgling independent regulatory body, ComCom, struggles to steady the bumpy course towards increased competition and a freer market.