ignore the obvious
So the phone operators have done the same as the broadband providers.... in a race to the bottom to prove who can provide the cheapest service, they completely forgot about costs.
Kinda like what Dell did too.
Now that they are down there and realising that providing the "unlimited" plan costs more than they charge, so now they want to either grab a portion of someone elses revenue or try do it themselves.
So when they do open their own App store and then 2 years later realise that the cost of that is more than they realised, what then? Close it down and 2 fingers to customers.
They all want to be the RyanAir of their industry, but they havent the brains on how to do it.
Maybe BMW and Ford should go after Shell , BP etc because they dont get a portion of the Petrol sales.
I know . i know , its not a direct comparison but you get the picture...