t customers will choose the best serving, the best quality operator. It can be argued how well that thinking actually holds true and how much people are willing to sacrifice and search for cheaper plans and rates if thought is given, for example, to how things have developed recently in commercial aviation. It seems to be the case that people are more often guided in their service consumption decisions by price rather than quality. In other words, people seem to be seeking fundamentally for cheaper prices. When making the decision quality seems to be only a secondary parameter that is evaluated. Two example scenarios can illustrate this. In the first scenario the consumer has been using service A and becomes aware of a similar service B that is cheaper. The parameters that the consumer is likely to calculate are: 1. Price difference. How much cheaper is service B compared to service A? Is the difference SO big that it makes sense to disturb a current stable situation? 2. Quality difference. Is service B promising less or if the offering is the same can I trust that it is true? Have I heard or can I find any negative feedback about this service? In other words, what is the inertia in losing an existing customer? In the second scenario the consumer has been using service A and becomes aware of a similar service B that has the same price but claims to have better quality or has a reputation of having better quality. Now the parameters that the consumer is going through are: Satisfaction difference. Will I be SO much happier with service B that it makes sense to have the effort to disturb a current stable situation? 2. Quality difference. Is service B able to hold its promise and really provide better quality service? In other words, what is the inertia in gaining a customer with quality? When thinking about these two scenarios it can be concluded that there certainly is inertia for most consumers to make such a decision. How much depends on the individual, but it is safe to say that Transmission Network Optimisation