12.3 Service Provider The service providers shall manage the operations and maintenance, service delivery including the customer and marketing associated activities. Their efforts will determine the ultimate success of the program. Service Providers shall also share the cost of operating and maintaining the provision of service by contributing to the RTDF through payment of the levy. 12.4 Consumer The consumer shall embrace and effectively utilize the services provided under the program. This will involve assisting with the cost recovery and development of a sustainable solution by paying for the services used. The consumer shall also respond to service provider evaluations and customer feedback in order to assist the regulator and service providers in maintaining an acceptable standard of service quality. Rural Telecommunications Strategy 26 October 2006 32