I understand the the telco's are very competitive, but for some reason, free market competition appeared to fail to have an effect on prices like texting or data roaming. Oddly enough, you roam through various network using the internet, and there free market seems to have worked between fiber providers into keeping the prices low and efficiency high.
It seems that Kroes only launched the inquiry into telco's as part of her commision on competition. The price regulations came after her time there (see http://en.wikipedia.org/wiki/European_Commission_roaming_reg...)