I think you're misunderstanding the customer base that they're focusing on - ABB has generally targeted businesses and "premium" customer segment, who are willing to pay more for reliability, speed and customer service. In the same way other companies like Apple don't necessarily compete on price, I don't think ABB is either. Obviously their plans still need to be competitive, but it's clear that they're not trying to be the cheapest provider around.
$4 by end of year?, page-58
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