I would suggest telco to save cutting ads, especially the expensive TV ones.
I guess they cost a lot (especially when they hire an expired star like Bruce Willis), are broadcasted a lot - and are among the uglier ones, and I guess have very little return.
Anyway, Vodafone here has started weeks ago to find ways to charge customers more, especially those who use the phone very little, like my old parents.
It's funny how companies like no borders for their business (and taxes) - as long as they can enforce their own borders to earn more.