The objective of this study has been to examine which significant values are of importance in the telecom sector today, and in a continuing perspective yet to be. To ensure the factors of relevance in the study, we have identified three purposes:  - Our first purpose is to clarify the eminent values in the competitive market of the mobile phone operators today, and the reason for its importance. - The second purpose is to understand the function of the brand regarding to value creation and loyalty in the sector of mobile phone operators. - The third purpose is to explore the potential approaches for mobile phone operators to increase value. In this study, our approach has been a qualitative methodology by conducting seven interviews with respondents related to the telecommunication sector. As a result of the process, we find the need to divide the concept of value into two dimensions, which we entitle organizational related values and customer related values. We have found the values related to the characteristics of the market in aspects of its infrastructural features but also in regards to the homogenous core service. Our findings in the empirical data with support to our theoretical frame of reference, is the current highly important organizational related value of constant high result quality (well-functional technological aspect), and the value enhancer by a low price; the strategy of bundling also results in higher value. This result in customer related values that perceives as safeness, availableness and convenience. The brands are a significant source of customer related values with identity value, image value and assuredness. A continued advancement in process quality and individualization will imply greater customer related values of closeness, freedom and flexibility.