This paper attempts to synthesise most of the related theories and the practical experience in the telecom industries, especially in the case of Germany and Hungary. One should clearly see that by means of basic penetration figures there are two fundamentally different types of markets in these countries. The main stake of the deviation originates from the distinct status of the telecom cultures. The paper examines the differences resulting from the above-mentioned factors mainly from consumer behaviour perspectives. In addition solutions are provided for the identified problems, utilizing the experience of the liberalisation of the Hungarian telecom market. The study is based on research carried out on behalf of Matav Plc.