Salt Mobile

Salt Mobile entered Switzerland's telecom market in 2015 as a digital-native challenger targeting millennials frustrated with incumbent pricing. Backed by Xavier Niel's NJJ Capital (which disrupted French telecom with Free), Salt undercut Swisscom and Sunrise with unlimited data plans at 30-40% lower prices. This predatory pricing works because mobile networks have high fixed costs and near-zero marginal costs - adding subscribers doesn't require proportional infrastructure investment. Salt's 1.3+ million customers (15% market share) prove that even in mature telecom markets, aggressive pricing from well-funded entrants can force incumbents to restructure. The strategy: accept years of losses to capture share, then raise prices once customers face switching costs.