- The competition effect - Before the planned merger a Danish operator was selling in Denmark a 4G LTE smartphone plan with 100 gigabytes for €39
- The consolidation effect – Ahead of the planned merger the operator slashed the gigabytes down to 20 while keeping the price the same
- The competition effect - After the merger was blocked, on the 22nd of September 2015, the operator doubled the maximum gigabytes on its smartphone plans by launching a plan that packs 40 gigabytes