Senegal was home to more than 1,729,000 mobile phone users at the end of 2005, up from 1,120,000 the previous year, with much of the growth attributed to Millicom-owned Tigo’s aggressive marketing and promotional campaigns, which have prompted incumbent Sonatel Mobiles to slash prices itself. For a long time Sonatel Mobiles enjoyed little or no effective competition, but this all changed in 2005 and the newly re-branded Millicom-owned Tigo has emerged as a viable competitor to the France Telecom-controlled unit. During the first nine months of 2005, Tigo added 278,000 subscribers compared to Sonatel’s 138,000. The MIC-backed comapny ended the year with 679,914 customers, up from 339,000 in December 2004. Tigo was also first to launch GPRS in November 2005 – beating its rival to launch by a full month.