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"And they'll probably gain share by default, anyway".
Vodafone continues to gain share but the risk of more concerted fight-backs is increasing.
ITV should also gain share, with Channel 4 likely to weaken.
"It's a lot easier to gain share where markets are growing".
He said: "Greg, in any interaction, you either gain share or lose share.
"Microsoft is trying to gain share in what has been dominated by the iPad-type device".
"It's the focus and specialization that enables us to gain share," Mr. Elias said.
And Intel's efforts to gain share in the cell-phone market have not been strong.
But the trends in online advertising are working to Google's advantage as it continues to gain share.
During the first quarter, the Dell Computer Corporation outsold Compaq by sharply cutting its prices to gain share.
But across the market, discounters are expected to gain share, with year-to-date growth of 12%, according to Barclaycard.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com