MegaFon-Bonus: Ambiguous tuning of the popular program

MegaFon-Bonus: Ambiguous tuning of the popular program Bonus program may be an effective tool to increase loyalty of existing subscribers. And it is often not useful or is the source of "headache" for the operator, especially considering the specifics of the "Russian mentality" of individual users. No wonder that in the bonus programs and promotional initiatives, marketers often stumble. There is a sense of what really works projects less than the failed and obviously stillborn.

MegaFon-Bonus "can be safely attributed to the number of successful, although there has not been without adjustments. The new version takes effect from May 1, and interested consumers of the current incarnation of the program should hurry up with the activation of bonuses, April 30 - the last time. From the consumer point of view, a new version of "MegaFon-Bonus" has become somewhat better, but it lost its most attractive features.

When calculating the parameters of the bonus program is very difficult to guess the "golden mean": Presented by too little - money thrown away on a dead project, too much - excessive losses. Yes, still need to beforehand to take into account to calculate all the possible ways to unplanned use of bonuses. Just in case, better to err program term, extend the time share is always easier than to cover unexpectedly constant. A good option can be considered as rate Beeline "Simply put you a bonus: pay for incoming calls advantageous looked at the posters, the validity of the shares is limited to the first of September, and the maximum possible" profit "subscriber does not exceed $ 100 per month. Although the words "you get paid for every minute of incoming calls" may well be interpreted as a deliberate mislead consumers. An example of a failed option - bonus cent on tariffs "Profi" MTS (St. Petersburg), due to the crude conditions and openness to the fraud program had to be adjusted several times.

The original version of "MegaFon-Bonus" was made only for contract customers and are highly entangled and a bunch of different conditions / limitations. The first tuning was held in August 2005, after which the program actually worked. The essence of the action: 5% of the cost of communications presented in the form of bonuses and deferred to a special account from which you can pay packages of communications services, or to convert the bonus into rubles and to throw into the account in the form of payment. In August 2006, held the second tuning, now participants in the program will automatically become subscribers of Light fares. Details about the changes that occurred can be found in our last year's material. What should we bring to you the third tuning bonus program?

With valid until May 1, 2007 version of "MegaFon-Bonus" can be found here. With the latest version - here. I would like to reduce the main parameters in the table and see the changes, but it can not be done: completely izmenilais packet structure and the principle of "reward." Comparison is not contractual TA Light fares, and an older version of "MegaFon-Bonus" with the new.

For contract rates

In previous versions of the different bonus "payment" we were offered the different periods of unlimited local telephony: the next day (100 points), next weekend (150 bonus), all weekend a month (240 bonus), the entire month (450 bonus). Now, instead, offered to pay the bonus 50% discount on all local calls (360 bonuses for a full month) or the same 50% discount on separate fronts: within MegaFon or all federal mobile other networks.

Cons:

  • Removed the possibility to receive unlimited local calls for 450 rubles a month.It's a shame, but the operator can understand: Bonuses are not a separate room, but on a personal account. Ie organization with multiple contracts at the general's personal account as a gift to get the extra SIM-card with unlimited usage during every spent 9,000 rubles a month. Or, you can find the opposite: full paying an unlimited contract, had about 45% discount on the remaining number of personal accounts. Perhaps, it turned out povygodnee many corporate rates.
  • Removed unlimited communication at the weekend. Before the summer season is doubly insulting: 240 rub. per month for a full Saturday-Sunday at the dacha outside Moscow anlim was very good. Now we are in exactly the same number of points receives 50% discount on calls on weekends.
  • Seems to exclude the possibility of direct transfer of bonuses for personal accounts.

Pros:

  • The majority of calls to mobiles - very popular profile and pokupkua 50% discount for the bonus can be considered a good choice of tariff modifier. What was lacking in contractual TA MegaFon.
  • 50% discount on SMS pleased. To economize will send more than 100 messages a month, but for many and 300 is not the limit. The same applies to the 50% discount on MMS, but this economy begins with about 40 messages a month.
  • 50% discount on GPRS for 240 rubles. may be useful in the country or in the absence of other options for connecting to the Internet, since the real savings comes after 70 MB. traffic per month. Night GPRS-anlim for 560 rubles. someone might want, but there will be a little bit.

For tariff Light



Cons:

  • Removed the possibility to receive unlimited local calls for 450 rubles a month. In an era of interconnection fees could come up with some alternative to the intranet anlim for bonuses, but do not want to.
  • Removed all other options are unlimited communication, including on weekends. No alternative options have not been proposed.

Pros:

  • Connection tariff modifiers now available for bonuses.
  • Extension of the payment of bonuses. At first glance it looks very useful option, but will be cheaper and faster shopping card renewal.
  • Night GPRS-anlim for 560 rubles. arbitrarily put into the category of "plus", although the practical value of this option is questionable.

Summary

In general, the new version of "MegaFon-Bonus" has become less attractive. Although the contract tariff plans appeared interesting new features. Program for tariff Light looks very interesting, could come up with at least some SMS-packet for bonuses or something. One gets the impression that the upgrade bonus program solves two main tasks:

1. Delete the distribution of cheap unlimited respect for the bonuses.

2. Increase the attractiveness of contracted rates, which are now a number of parameters look noticeably worse than tariffs Light.