Shlomo Liran, CEO of 3 Scandinavia, says that handsets, networks and systems as well as customer service and support systems, are very mature. "Now the big challenge is to communicate how great it is; to make them see 3G is for everybody," Liran says.

Liran believes that 3's gamble of leading the business through the immature phases of 3G is now paying off. "We are the only pure 3G player in Scandinavia and while not having GSM may seem a disadvantage, the focus of relying on 3G makes you much sharper and better," he says.

Liran believes that being both a part of the Scandinavian network of investors and of the Hutchison 3 brand has advantages in terms of procurement prices and learning. "But the obvious differentiator is our content and video services that will make 'info-snacking' reap its rewards," Liran says.

"Info-snacking" is where the end-user enjoys a bite of the product here and there, likes the taste and then takes the plunge. Then pricing comes into play. "We are exploring offering a flat fee, where you subscribe just like you do to a TV channel or the internet," Liran says. "Once you have paid the monthly subscription, you just enjoy it as much as you want. It is very successful not only in terms of usage, but also in terms of satisfaction. People feel better this way."

Regarding the quality of video-telephony, Liran says that not only is it improving all the time but that it also is absurd to compare what you might see in a cinema with video made for personal use on a phone. "When you look at a show you expect very high quality," he says. "But when a relative gets to see a video of a child thanks to 3G, a big emotional value is added – and the emotional value of video-telephony is very strong."

Liran is not worried about the emerging competition. "As far as competition goes, I would say it improves our situation," he says. "In fact, it's much more difficult to be the only voice for 3G in a country."