The Cellcom Group saw a business opportunity to extend its global reach and set up a quality network in Guinea to surpass the level of service already available in the country. It was a risk to enter the market as the fifth mobile operator in a country with a population of 9.8 million and a very low average income. Cellcom was determined that coverage and quality of service would be its unique selling point and turned to Ericsson to make this a reality with an advanced core, radio and transmission network.