Tesco Mobile To Enter Hungarian Market

Tesco is to launch mobile services in the Hungarian market on March 1 2012 in collaboration with Vodafone. The move will make the new operator, Tesco Mobile Zrt, the fourth to enter the Hungarian market. BMI believes Tesco's profile is well suited to the Hungarian market as its low-cost offering may appeal to the Hungarian consumer. However, we caution that anaemic growth in the already-saturated mobile market coupled with the entrance of a state-owned consortium may pose challenges and impact profit margins for the company.

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