Mobile entry is a marketing strategy used by mobile network operators and manufacturers of mobile devices to enable a new target group to enter mobile communications
. The mobile entry strategy comprises pricing policy combined with product policy and a corresponding service offering. It can equally target user groups in emerging markets as well as sophisticated user groups that prefer high-quality services
. The entry level for mobile communications is based on the needs and living conditions of the target group: inexpensive handsets and voice services for new mass markets, sophisticated multimedia handsets and corresponding services for users who are not very cost-sensitive because they need the mobility and mobile services.