Why cellular network providers don’t like when they are getting popular for roaming internet plan they provide?

Question

As someone who drives around EU, I see this trend over the years where if some network has outstanding roaming internet plan and gets popular, network provider starts to limit internet in roaming to the point it’s not cost-effective anymore for client to continue paying for it (as an example: one Spanish provider was sharing all available GBs both in country and abroad. Later they limited available internet only to standard plan without any freebies that you get for charging etc., recently they decided to allow only half of standard plan being available in roaming).

I would like to know why this type of money stinks for them.

In: Other

Answer 1

That’s EU regulation for you. They demand a certain % to be available roaming and most phone companies only give you absolute minimum 

Answer 2

Roaming is more expensive for them.

They have to pay for your usage to the operator in the country you actually used the data.