The two vertical axes are scaled proportionally based on the 2008 values, so that a 10 per cent increase in subscription penetration on the right axis takes the same range as a 10 per cent decrease in prices on the left axis. The two vertical axes are scaled proportionally based on the 2008 values, so that a 10 per cent increase in subscription penetration on the right axis takes the same range as a 10 per cent decrease in prices on the left axis. As a result, the structure of telecommunication markets depends to a large extent on their decisions.