They need it to be roughly as popular as first world cell phone usage for a 5-7yr ROI.

1. Cell phone usage was never free.

2. Cell phone usage was always localized. You had local telcoms and that was about it. Deutsche Telekom Germany didn't have to compete all the time with NTT Docomo Japan.

And there are probably 20 other economic differences I'm missing.

Everyone uses cell phones. Not everyone has a job where paying this much for these tools would be worthwhile for their employer.