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Iliad aims to inject even more pressure into an already competitive market in Italy

Roman Orvisky Senior Analyst, Research

"Iliad is entering the Italian mobile market at a time of competitive pricing for fixed–mobile bundles, linked to extensive investment in NGA broadband."

Telecoms group Iliad entered the Italian mobile market on 30 May 2018. Iliad is the new fourth operator in the market, after competitive remedies imposed on the merger of Wind and Tre mandated that the combined company must sell some of its assets to a new entrant. This comment examines Iliad’s potential in Italy, and considers how the strategy it employed in France may translate to the Italian market. We expect that Iliad will not gain more than a 10% mobile market share within a year, and that it will eventually enter the fixed segment, as the latter has greater potential in Italy.