At the start of deployment of a new generation of mobile networks, early movers always face the dilemma of whether to enjoy a temporary boost to profitability by charging a premium, or whether to encourage uptake and seize market share with special promotions. The dawn of LTE put paid to the idea that a new, faster network would push ARPUs up, as had happened at the transition to 3G. The more competitive, sometimes saturated landscape that had evolved in the decade after 3G started to roll out meant that operators had to accept that price wars were a fact of life, and a new technology would usually do little more than halt a decline in ARPU, while hopefully encouraging users…