"Incoming Free" - a loaf of sausage serveLAYT

Long wanted to write about the phenomenon of "O'Layt on pretty spoiled by the Moscow mobile market. Announced a new tariff "Speak!" Just asking for serious conclusions, and some um ... "features" marketing policies almost seated at the keyboard. However, the "last straw" was quite a serious proposal to the administration Megaphone make barter: the exchange of N-Nogo number of tons of sausage for an equivalent number of sets O'Layt. If not mistaken, this is the first in the history of mobile communication attempt to translate kilobytes SIM-cards in pounds "Doctor", and cut into GSM-timeslots - sliced ​​"Poltava smoked. And in general: sausage in Russia - the sacred; so if it is, darling, are willing to pay? As the saying goes, no comment ... Hence the title of the article.

That's matured

Even the second GSM-operator in established markets have hard times, to say nothing about the third? Detailed analysis of tariff policy and marketing Megafon in Moscow, we will not, but it is, this is the policy, it is clearly visible. And quite logical: "shake" the vast sheet of the Moscow market over the edge, separated from the formed subscriber base of competitors unmet user segments. It seems that the bet has been made on most mobile ("light") subscribers at the same time a rather vague segment of "semi-heavy". Ie those who had (or wanted) to talk a lot, but high prices anlim-Beeline afford not to be. Not to mention the "going wild" MTS tariffs. At the same time urgently needed to attract the desired amount of at least some some subscribers, no matter what segment of the - if only svezhezapuschennaya network is not idle. The result - more than "tasty" tariff plans, some of whom have quietly and without advertising has sunk into oblivion. The Moor has done his job, network coverage, more or less formed (at least in Moscow) and quite cheap cakes will be no more.

An attack on two fronts?

Podzaplyvshie Zhirkov main competitors stuck in the trench warfare, changing PR-agency and coming up with spectacular advertising techniques. In fact - repacking the same tariff proposals, juggling beautiful names and competing in the "creativity" TV commercials. Vyalokolyshaschayasya weight moderately loyal subscribers react, but not so that would be very active. His Megaphone O'Laytom shook the market and ... own engineers: in some respects even constantly increasing its network capacity in some places can not cope with dramatically increased workload. But the number of base stations - come with time, many tens of thousands of active subscribers are willing to put up with temporary difficulties for the sake of cheap calls to all phone operators. At the same time - note! - No "eternal" expiry dates of payments: MegaFon subscribers or pay, or ceases to be such. Sensitive "step" MTS and Beeline, but "it's a different story." With regard to the opposite segment of the market, there is clearly visible commitment Megaphone "heavier" subscriber base. Accent - on the tariffs "Admission" with free incoming: moderate (for the Moscow market), but a steady income from each "pick-up" call. The concerns of many: the bear is a network of rigid mode of operation? Will there be enough time to build capacity, and (preferably) coverage? From the side like a risky balancing on a tightrope, but I hope that "everything is taken into account."

"Talking" is not forbidden. But - for the money

"Speak!" - So will be called the new rate of MegaFon-Moscow. Estimated date of "materialization" - September 22.Some important parameters:

• initial down payment - $ 15;
• subscription fee - $ 4 per month;
• outgoing calls to Moscow and direct mobile numbers - $ 0.14 per minute;
• incoming calls (except calls from subscribers MegaFon-Moscow) - $ 0.14 per minute. Charge only the first 2 minutes of connection (as long as the current TA "Classic" - 1 minute);
• incoming calls from subscribers of MegaFon-Moscow - free of charge;
• call a "favorite number" - $ 0.035 / min. One "favorite" is included in the monthly fee.

Direct Moscow number for this service plan not included, prices (razumeetsya!) without taxes.

And what do we see? First of all - twice risen in price included and clearly-coded in the rate of a hint: do not want to pay for incoming - welcome to the group "Acceptance" with a heavy subscription fee; want a lot and cheap calls to phones of all operators - for you O'Layt. Clearly visible is a clear "party line", which replaced bizarre twists of adolescence. However, do not insist on their hypotheses - each draws conclusions himself.

Fads deficit

GSM-lite. During communication with Megafon Moscow dealers perfectly mastered the procedure perekleivaniya Laytovyh stickers on the boxes. Some forget to do it on time (by a team of Megaphone) and a happy buyer takes "a beak" treasured box with 15 tugriks "on board" (instead of three, five or ten - see calendar). And do not laugh at other people's grief: Many still believe that the size of the initial amount in the account is sewn to the SIM-card. Alas, it is not: money is just so much software is a network measure out your SIM-card on the day of activation. And not a cent more.

In the seeming unpredictability of the Megaphone has a zest: "zanachil" once the box with the Light's $ 15 per account, activated the SIM-card - where is my Blood pyatnashki?? But no! Earlier thinking had to be: a couple of weeks ago would have been $ 5 today - $ 3, and tomorrow ... But let's not look so far away - until tomorrow still need to survive. And yet for the "toe" queue, and taken separately astute dealers are doing an absolute outrage: the late afternoon and away from the auditors cling label-price tag "O'Layt" greenbacks on a box with "ultralight" and famously sell stocks. Morning price tags are returned to the place, and the seller makes a "big eyes": say, well mixed boxes - maybe I'm colorblind! And the word "Light" is present in both. Catch a "proactive" seller's impossible - well at least able to photograph the storefront. You know, even interesting - quite a while in the mobile market was not observed deficits. The last in my memory - cheap (at the time) boxes Biplyusa the famous Philips Aeon, I do not remember how many years ago.

Play a "find seven differences? The same cabinet shop, but - at various times of day. A simple wave of the modest price tag "UltraLight" turns into a fashion product.

Suspicious "motor trade"

No, I have nothing against advertising and marketing campaigns. Especially advertising mobile operators. "Icy Girl" MTS is brilliant with its unexpectedness, but Bilaynovsky aquarium really pleased soul of tranquility. In general, both are much nicer to all sorts of "Mister brawny" pads, even with "wings" or "galvanized". Advertising O'Layta was puzzled her um ... non-traditional.Please note that the left half of the face: an elegant man with a light dressing unshaven, composed of "bow" lips thickly dyed bright red lipstick. Uh ...? No, no, I did not say - is you think! No accounting for tastes, but I would rather say "Olayt" right half of the billboard.