If enough customers sign up it will significantly hurt the telcos who would then be more likely to target as a take over target. On volume of customers another strategy could be to make money from advertising through the app. Free service doesn't mean you can't still generate a income. More importantly once word is out if the product is good people will sign up. The company is targeting Asia and Africa with this product so offering it free in Australia doesn't hurt the products future.
VIP Marketing Email Arrived....Mixed..., page-40
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