Page 34 - China Mobile Limited - Annual Report 2012

t Operating revenue increased by 6.1%
t EBITDA margin reached 45.3%
t Margin of profit attributable to equity shareholders reached 23.1%
In 2012, facing challenges from the increasing mobile penetration rate, the
unprecedentedly intense market competition, the structural change of the
industry value chain and the more apparent substitution effect from Internet
businesses, the Group initiated proactive responses, adhered to effectiveness
and value, implemented refined management, consolidated and enhanced the
core competitiveness, and focused on promoting the strategic transformation
and a sustainable healthy development.
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