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Max Telecom, the last major entrant to the Bulgarian telecommunications market, was the first to introduce 4G LTE mobile internet. They commissioned this tactical campaign after a proprietary study revealed there was a staggering number of dormant 4G-ready devices in Bulgarian households (Bulgarians, just like most nations, make it a point to have the latest gadgets.) The opportunity was promptly pursued and, aided by the massive outdoor and online campaign, produced impressive results with conversions from other operators in the high hundreds.