According to Hannes Ametsreiter, CEO of Telekom Austria, look to the app world.

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Carriers are probably looking for at least a 70-30 split, says Boris Nemsic, chief executive of Telekom Austria Group, a European telecom company with 11 million mobile customers.

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"Apple is brilliant on interface and usability, but in Europe, phones are so heavily subsidized, there's a perception that they're worth nothing, " says Boris Nemsic, chief executive of Telekom Austria Group, a European telecom company with 11 million mobile customers.

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