Just two weeks after Vodafone Albania’s monopoly on 3G services was officially ended, Albania’s newest cellco, Mobile 4 AL – better known by its brand name ‘Plus’ – has called for 3G licences to be issued to all mobile operators for a reasonable price. It is the position of Plus that consumers are best served by a fully liberalised market, as full competition ensures affordable prices and reliable service. By creating a duopoly, Plus believes that the Electronic and Postal Communications Authority (AKEP) has not alleviated the problem, but deepened it. Vodafone was issued a licence in November 2010 and launched its network two months later. Albania Mobile Communications (AMC) paid USD21.3 million for its licence earlier this month. As previously reported by CommsUpdate, before the tender for the first licence in 2010, AKEP faced criticism from the quartet of mobile providers, all of which advocated a multi licence approach to maintain levels of competition and spur development of the sector.