“…Mobile communication services are an overwhelming phenomenon, as mobile devices become more and more pervasive in our everyday life and their capabilities resemble more of the desktop computers (Al-Debei & Al-Lozi, 2014;Kim, Park, & Jeong, 2004;Mazzoni, Castaldi, & Addeo, 2007), while opening up great opportunities to mobile operators (Corrocher & Lasio, 2013). In this context, virtual mobile services have emerged in the last decade, gaining a foothold in many markets, and especially in Europe; since the 65 per cent of mobile virtual network operators operate in Western European countries (Garrido & Whalley, 2013).…”