This general increase can be due to many reasons, particularly due to increased affordability. The introduction of installment plans and cheap bundles brought smartphones within the reach of many who would otherwise not be able to afford them. A want to keep up with the latest trends may also be a contributing factor. 5 “I want the latest model to feel modern” FGD Yangon, female non-owner, 18-29, non-working, SEC C/D Source: GSMA and LIRNEasia (2015) 3.3 Operator market shares Supply side numbers suggest that MPT was the market leader as at mid-2016, at the time of the survey. Telenor’s market share was double that of Ooredoo’s despite commencing operations within a month of each other. The demand side numbers from the survey roughly correspond to these numbers. The primary SIM for 49% of respondents was MPT, higher than the proportion suggested by the supply side numbers. 15% of those with a primary SIM from MPT had a secondary SIM from Telenor, and vice versa. (Table 7) Market share (%) Operator Supply side: (Mobile SIMs sold) Demand side (Primary SIM for mobile owners) MPT 41 49 Telenor 34 34 Ooredoo 17 12 8 5 MECtel Sources: Supply side-Operator websites, press releases, Härkki (2017), demand side: LIRNEasia 2016 survey Table 7: Market share of mobile operators: Supply side 5 Note: Zainudeen & Galpaya, 2015 ICTs in Myanmar: 2016 57