HOT Mobile’s campaign, called the “Couples Campaign,” offers two lines for NIS 40 a month for a year for a cellular package. Golan Telecom’s campaign offers a first line for NIS 37 and a second line for NIS 2 per cellular package. The cellular market is very concerned that continuation of the bargains is eventually liable to make the market contract, and cause one of the players to collapse. One of the biggest concerns is continued layoffs and personnel cuts caused by intensified competition.