60 Percentage 45 56 44 44 41 37 37 33 27 31 29 26 2014 2015 37 30 26 23 41 35 33 31 30 29 15 0 0 2011 2012 2013 MCel Movitel 2016 2017 Vodacom Figure 4: Operator market shares Source: INCM, 2015; Gillwald, Khan & Rademan, 2016; GSMA Intelligence, 2015–18 500 Cost (MT) 375 250 125 0 2014_Q2 2014_Q4 2015_Q2 2015_Q4 mCell 2016_Q2 movitel 2016_Q4 Vodacom 2017_Q2 2017_Q4 2018_Q2 Figure 5: The cost of cheapest 1GB data per operator Source: RAMP Index, 2018 by 18.7 percent to 6.1 million, making it the dominant operator in revenue and subscribers (40%). Vodacom’s data revenue grew by 31 percent and data customers increased by 63.6 percent, reaching MZN3.7 million, but this is off a very low base and voice revenues remain its dominant source of revenues, unlike in the South Africa market where revenues from data now exceed its voice revenues. After losing a significant share of its subscribers to Movitel, Vodacom adopted the low-cost service strategy of Movitel and matched its price in 2014. While the mCel strategy of undercutting Movitel in Q2 2014 did not lead to any significant market changes, Vodacom’s strategy of reducing prices and investing in infrastructure coverage and quality was successful. Vodacom’s subscriber market share increased from 26 percent to 35 percent, to become the largest operator, as shown in Figure 4. Despite a data price increase in 2016, Vodacom’s market share continued to rise, reaching 41 percent in 2017. Movitel then further reduced its prices in Q4 2017 (RAMP, 2018), as shown in Figure 5. The 1GB data pricing information from the RAMP shows that fierce pricing competition among operators has resulted in low data prices. Among 49 African Mobile operator revenues, market shares and prices 4