I would also add that some policies helped in telco profitability as well. In Finland one of the big ones was that as long as 3G service is available in rural area it is fine for the telco to cut down the physical cable to the household. Telcos removed thousands of kilometers of error prone cables and replaced them with cell towers.
Another great change was that almost all new apartments (since 2000) started treating internet connection as an utility, same way as water or heat with RJ-45 cabling in homes. The bill is included in the maintenance fee so it's easier to get better prices from telcos as they have only 1 bill to send, 1 router to install, 1 fiber to dig. Even old apartment buildings have adopted this practise and cost of high speed internet has gone down significantly.
Third change that was done is that there is a maximum price set for renting the cables. In case a 3rd party wants to serve a customer in an area they don't have cables they can utilize the existing cabling and pay a reasonable rent for that cable.
Last but not least the emergence of 4G has changed the fixed connection offering. It's now very common for a regular household (especially outside of city centers) to only have a 4G router at home instead of ADSL modem, because 4G is faster and cheaper. Only fiber can really compete with 4G anymore.