While pricing can never be low enough from a consumer perspective, the ongoing quest for operators is to find a balance between competiveness and the ability to fund future investments. Whether there is a "sweet spot" for mobile data pricing or not, in order to even come close to this goal operators must consider a host of issues, such as competition, huge debt levels, regulations and general economic influences. As such, mobile data pricing across Europe differs greatly by country. Further, operators in mature markets where LTE is being deployed are increasingly using tariff models to differentiate themselves. Our sister publication FierceWirelessEurope takes a close look at the issues and trends impacting European mobile data pricing in this special report.