Mobile operators' expansion is driven by their strategy to increase subscriber bases. This strategy has advantages, as the operators know how to work on the emerging markets (with low penetration), but it also has disadvantages, as they may stop paying enough attention to their core, the Russian subscriber base, and that may harm their financials.

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Russian operators show more interest in CIS countries, as they are closer to Russia geographically and have a similar mentality. These markets are not very attractive for global operators, as income per capita is low. They are interested in other markets, Turkey in particular.

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