MegaFon-Moscow, the rate of "home": Duration is no longer valid?

Twentieth day of February, Megafon officially launching its prepaid-fare without expiry dates of payment. Rather, the two rates at the same time: the time frame and without them. Interesting experience of two parallel tariff proposals and unexpected maneuver Moscow MegaFon. But it is possible to estimate a "live" figures is an abstract concept as "terms of payment".

History of the Third Moscow operator can not be called boring, in the already divided the market MegaFon constantly had to invent something unusual and search for custom tariff decisions. In retrospect, we can say that the operator is always possible: the famous "O'Laytami", "tricks" and "FIXami" is still used by hundreds of thousands of Muscovites. Despite the frankly low for the time rates MegaFon, all three GSM-operator peacefully coexisted in a common territory, although the tariffs "newbie" certainly affected the prices of MTS and Beeline in the Moscow region. Get along now, although competition has already switched to a fundamentally different level.

Introduction dates of payment (SDP) was really a brilliant solution. Indicate this "little thing" in advertising is not necessary, and the income statement impact in the most positive way. That SDP untied the hands of marketers and allowed them to construct such an attractive tariff proposals. Much can be said with little or no say at all, but 250-300 rubles a month to give the operator will still have. Hence the unusually high for Moscow, ARPU, and no problems with "dead souls". The operator is constantly abused and continue to blame for the "outdated", but have to admit: timing of payments, coupled with low tariffs worked flawlessly. Is the Moscow MegaFon to completely abandon the SDP? On archival and even the existing rates today - unlikely, but would appear if the new tariffs with no time limits - depending on the results of the experiment with "home".

Two in one and the price of SDP

Declared the new tariff "Home" and a separate option "Home social circle, the connection which will cost 30 rubles. In fact two very similar but fundamentally different tariff. "Home" - this is the long-awaited fare without the SDP, and the "home circle of friends" - his hypostasis with terms. Why was it necessary to invent is not very clear "action" or "special tariff offer and why it just did not release the two rates with different names, or two versions of the fare? With two versions of everything is clear: to anything deter a potential buyer inscriptions on the date of payment, and with two rates of the same name it would have to do. There is also a certain amount of guile: many bought a new tariff without the timing could not even imagine will come that paid connection options "social circle" at the same time start the second period of the payments, because buying a tariff with no time limits! On the other hand, know the message is honest statement says: "Here's a box with a tariff with no time limits, take it and rejoice. Do not like the price tag? Plug option and pay less, but if you please bear in cash every month for 250 rubles.. "And in this case a lot of people look at the difference in prices and decide that the notorious term of their not so burdened.

For a quick and effective start selling using a proven method of temporary discounts: buyers of "home" until March 31, provided 50 per cent discount on calls within the network and on the "favorite" numbers, as well as send SMS-messages. In the version of "Home social circle" discount price of 75 cents, and most likely, it is this figure will be announced in the advertisement tariff.

Compare the main parameters of the "Home" with offers of other operators, the prices in euro, VAT.

	"Home" MegaFon-Moscow	"WE" MTS	«RED» MTS	"Family" Beeline
Calls within the tariff	* 1,25 / 2,50	5,45	1,15	2,95
Calls within the network	* 1,25 / 2,50	5,45	2,95	2,95
Calls to "favorite" numbers	* 1,25 / 2,50	0.69 ** / 1.35	-	1,48
Calls to other operators	5,50	5,45	5,95	5,95
Intercity inside the Fed.Network	6,00	5,45	2,95	5,95
Intercity on Russia	6,00	15	13,21	18,25-25,35
SMS within the network	* 1,25 / 1,50	1,95	0,95	1.95 ***
SMS to other networks	* 1,25 / 1,50	1,95	1,95	1,95
The number of "favorite" numbers	3	7	-	5
Fee for 3 favorite numbers (per month)	0	0	-	63,00
Type "favorite" numbers	MGTS and any cellular networks	1 MGTS and 6 MTS	-	Only Beeline

* Up to 31 March 2007 inclusive

** Prior to March 15, 2007 Inclusive

As you can see, the rate of "Home" is nothing particularly outstanding in itself is not the main advantage - cheap calls to "favorite" numbers, which can be anything: fixed-line phones in Moscow and Moscow region, as well as other mobile phone operators in the Moscow region. Rate modifiers are available (except for "its network"), but for an extra subscription fee, ie, use them in this rate is not very helpful. Potential consumers fare - little and rarely talking subscribers, perhaps "Home" is useful in the country. However, the main purpose of the tariff - serve as a supplement, this proposal without the term of payment of MegaFon covers the existing tariff gap. Now the grandmother-grandfather, kids and other small speakers of the family members are forced to use MTS or Beeline, but with the advent of MegaFon fare without SDP mom / dad will be able to reduce their communication costs. As such, "Home" will be quite to the point and useful for many, it must be assumed that the tariff and hence the name.

"Home range of communication" is much more interesting, but here we have again the timing of payments. Rates can be considered slightly more refined and balanced version of the tariff "ruble": 0.50 rub. risen minute within the network and at the same rate fell all the remaining challenges. Plus - the three "favorite" numbers, minus - the ruble has grown from one and a half rubles SMS.Normal for MegaFon's tariff, and the use of tariff options will make it more attractive.

	"Home"	"Home social circle"
Calls within the network	* 1,25 / 2,50	* 0,75 / 1,50
Calls to "favorite" numbers	* 1,25 / 2,50	* 0,75 / 1,50
Calls to other operators	5,50	4,50
Intercity inside the Fed. network in Russia	6,00	6,00
CIS countries, Europe, USA, Canada	9,00	9,00
SMS-messages	* 1,25 / 1,50	* 0,75 / 1,50
The number of "favorite" numbers	3	3
Type "favorite" numbers	MGTS and any cellular networks	MGTS and any cellular networks

Summary

Fare "Home" is unlikely to threaten the great popularity as a stand-alone product. Its main purpose - to hold talks for a profitable subscriber from the temptation to defect with his family to another operator. While no one is actively prohibits popolzovavshis "home" until March 31, and then leave it to accept incoming from the network "MegaFon" and infrequent phone calls to their favorite rooms. Yes, the rate looks more attractive than the "WE" MTS, but "we" - not the best (to put it mildly) tariff offer MTS on the market.

Option (or rather, a separate charge) "Home range of communication" will take place alongside the "Rublev", "Single" and "Mobile" and find the consumer thanks to the "favorite" numbers. Beautiful phrase on "75 cents for all calls within the network" will help the operator to sell a box with "Home", this no doubt. But the most important question remains unanswered: Will MegaFon-Moscow to continue the line tariffs without expiry dates or limit the closing of tariff "loopholes"?