The Danish cellco Hi3G has announced that its ‘3LikeHome’ initiative, which allows those travelling to Sweden, England, Ireland, Austria, Italy or Hong Kong to make voice calls, use the web, and send text messages at the same price as in Denmark, will be extended to four other places in the EU, Telegeography.com reported on Sept 23, based on a press release. On Sept22, Hi3G dropped roaming charges on any network in France, Norway, Switzerland and Germany and since announced that the initiative started back in March, and data consumption in some of the participating countries has gone up 5,000 percent. In commenting on this, Hi3G Denmark’s CEO, Morten Christiansen, said, ”We’ve chosen to take the lead and eliminate high roaming charges because we can see that customers have the need to be online abroad, here and now. There is a heavy investment for us, which requires close cooperation with operators in those countries. But we’re convinced that it is in this way that the battle for customers is won. And, so far, everything indicates that customers recognize that and reward us for the initiative.”