Tactical problem: Inability to oppose the government's decision to open 1800 Mhz for mobile communication with concession for a third player. Vodafone's advantage is that it starts a business year before WESTEL. Furthermore, WESTEL is not sure what strategy Vodafone will use to penetrate the Hungarian market. -SWOT ANALYSIS- -STRONG POINTS- Strengths: WESTEL has a local partner (Hungarian Post and Telecommunications Company). Strength: By 1990 WESTEL had generated a waiting list of 3,000 customers, without any advertising. Many customers had never seen a real phone. Highlight: In 1992, management decided to lower barriers to entry and launched the affordability campaign. By partnering with a leasing finance company, customers could rent the equipment and pay the membership fee. Strengths: In 1993, geographic coverage became more comprehensive, smaller equipment became available, and consumers began using the service to its full potential. Highlight: GSM technology was a major change from the previous system and WESTEL had chosen Ericsson to build their GSM system. Strength: WESTEL placed strong emphasis on quality and received the ISO 9001 certificate. It was subsequently mastered and selected for the Hungarian National Quality Award and the European Marshall Award. Strength: In a company survey, a large majority of WESTEL customers were willing to recommend the company to others. Strengths: Subscription services offer excellent cross-selling opportunities, essentially providing content or other products to customers. Additionally, these services offer upgrade opportunities, branding, and loyalty programs. Loyalty programs later became an important factor in consumer loyalty. WESTEL created its loyalty program early, so it is an advantage for WESTEL. Highlights: In May 1996, WESTEL launched its first major promotion, lowering barriers to entry to an unprecedented level. In 12 days the company sold more season tickets than WESTEL 450 in three years.