Max, the first mobile operator providing commercially available 4G services in Bulgaria, on Friday said it would partner with Blizoo, the country’s largest cable TV operator.

The arrangement could be the biggest mobile wholesale deal ever undertaken in Bulgaria where the market is quite conservative with mobile network operators selling their services mainly to retail customers, the two companies said in a statement.

Arrangements such as the Max-Blizoo agreement are common elsewhere in Europe with options including national roaming, mobile virtual operators or mobile wholesale arrangements.

The arrangement  gives Max “an opportunity to reach out to customers we would otherwise find it difficult to meet and offer them our high-speed mobile Internet services”, Max CEO, Peter Covell, said in a statement.

According to Blizoo CEO, Harald Rosch, the arrangement with Max is offering “an opportunity to create business synergies” and “will contribute to the development of the company and its customers”.

Blizoo is a leading provider of bundled services, offering more than 150 TV channels, 25 HD channels, internet speed up to 150 Mbps and free-of-charge unlimited calls to all fixed networks.

Max, which isoffering high-speed mobile internet services, launched the first commercially operating 4G LTE networkin Bulgaria in May 2014. It is currently covering eight of Bulgaria’s biggest cities as well as the largest ski resort of Bansko, thus covering about half of the urban population in the country.

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