Their plans seem commercially feasible given the lower cost of satellites and the development of the broadband market. Mobile network operators (MNOs) need scale to compete for 4G licences, invest in mobile network infrastructure and develop services that rival their competitors'. But there may be additional benefits to both BT and EE from synergies in subscriber acquisition costs (SAC) and lower customer churn, as evidence from quadruple play offerings in other European markets shows. On the negative side, however, "inmarket" mergers and acquisitions can be expensive and b'me consuming, and success is uncertain. When network coverage becomes less of a competitive differentiator, operators may need to consolidate networks (through network sharing) as a means of moving away from infrastructure investment and toward developing innovative services.