Regulators are awarding an increasing number of cellular telephony lic
ences in each market. This Comment uses the experience of several Euro
pean countries to assess how far that trend should continue, from the
points of view of the regulators and the established operators. It con
cludes that, as part of a wider regulatory mix, regulators can use any
number of licences to achieve their objectives; and that consequently
there are actions that established operators can take to satisfy regu
lators with fewer licences, and so minimize in a constructive way the
number of players in their markets.