When Mobinil first launched its operation, it was Egypt's first and only brand in the mobile industry, so naturally it became the country's leading brand. After a few years, two competitors, Vodafone and Etisalat, entered the Egyptian market to compete with Mobinil. Although competition increased, Mobinil kept its number one position in Egypt's mobile service provider market with a market share of 48 percent, followed by Vodafone.Etisalat came in third, with 15 million customers ( in three years)