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Iliad Said to Target Up to 15% of Italian Wireless Market

  • Sees opening as Italian users aren’t locked in to contracts
  • Carrier confident it can attract customers with lower prices
Updated on

Xavier Niel’s Iliad SA aims to grab 10 percent to 15 percent of the Italian mobile-phone market by applying the same budget tactics that helped it shake up the French industry, according to people familiar with the plans.

Iliad is poised to become Italy’s fourth mobile carrier after buying assets from CK Hutchison Holdings Ltd. and VimpelCom Ltd. as they merge their Italian operations. Rather than making a costly investment building out shops like existing operators in Italy, Iliad will sell online, like it does in France, said the people, who asked not to be named because the plans aren’t public.