Leap only has 1.7% of the wireless communication market. Verizon, AT&T, and Sprint Nextel form 72% of the market. With such a greater presence, these three firms can apply pressure on Leap Wireless to cut prices and use their cash flows to move into Leap's niche of minorities and youths.
However, if larger firms launch new rate plans to compete with Leap Wireless, they will likely suffer a cannibalization effect as existing customers move from higher priced offerings. Any incremental reveunes related to promotional offerings would have to offset migrations.