ABSTRACTThe telecommunications services industry in the EU is being transformed by deregulation, privatization and global competition. As the EU markets are opened up, more rivals are entering, competition is expected to intensify, and marketing strategies will have to be altered. It is ironic that at least some of the former state monopolies seem to be having the most difficulty in coping with the new marketing environment. These and related developments are examined and explained, and current and expected future markets and marketing strategies are analyzed. An exploratory model is developed, suggestions are made for effective marketing strategies, and several hypotheses are developed and key issues identified for further study and action by the telecoms.