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One of the biggest challenges for the telecommunications environment has always been the introduction of a new technology into the market. Introducing a new technology in the market differs greatly from introducing a product as it is not tangible, which necessitates a different approach to the enabling of customers on a new technology. New technologies are generally expensive and therefore there is always a certain resistance in accepting these new technologies. In structuring the diffusion process to the customer at an early stage makes the acceptance of the new technology much easier and less painful. Through tapping into a worldwide base of technology sharing, a company can benefit tremendously from new and innovative solutions that can be utilised in order to apply a technology in the South African market. One such technology is UMTS (Universal Mobile Telecommunication System).