Synopsis
Israel’s mobile communications market is one of the most competitive in the region, with four operators in a saturated market. The last year has seen substantial merger and acquisition activity as players battle for position in the converging industry. The difficulties of growth through new customer acquisition and voice tariff competition have led the operators to focus on mobile data, regularly launching new value-added products and extending their offerings to provide bundled services including fixed-line. 3G subscriber numbers are substantial. Success in selling mobile content and applications is essential to combat falling ARPU.