MTS RED Text: Tariff for SMS-sociable, and not only

The new rate is, at first glance, a niche product for a fairly narrow group of users. In fact, the audience RED Text can be quite large, since the tariff "tailored" good and suitable for many. Although not without pitfalls. It seems that RED Text opens a new line of segmented offers MTS.

Tactics and Strategy

Well remember the unexpected "turn" towards an MTS subscriber base. In November and December last year the operator is clearly struggling for new connections and is quite successful in this, our data shows that some sets of RED MGTS subscribers were distributed for free around 200 thousand. This year again, time to fight for ARPU, and increase the "quality" dialed subscriber base declared a priority and long-term strategy.

From the perspective of the growth rate of ARPU RED does not look very good option. As we know, the price per minute within the tariff is 1.15 rubles. in the Moscow region and other regions, and 70 cents are not uncommon. Calls to the regional networks of MTS 2.95 rub. (A little over 8 cents excluding VAT) is also rather typical of already forgotten the times "Jeans-007. As the number of subscribers RED minute price within the fare quickly and confidently into a price within minutes of the network - it's nice to users, but it is hardly pleased with the operator. RED subscribers at the end of December was 3.1 million, is now certainly much more, including through active "spillover" on the RED with other tariff plans.

Struggle with inadequate profitability rate can be different. The easiest way to change the terms of pricing, but these operators are only in extreme cases. The second obvious way - to close the tariff for connections and transitions with the simultaneous withdrawal of the market "more advantageous" deals, but "kill» RED insulting and pathetic. Too much effort and money invested in the successful promotion rate, today the name RED already sells itself.

Finally, you can simply rename the existing bit rate plan, leaving the key recognizable part - who forbids that? Until now, Moscow is sold REDaktsiya popular fare, which indefinitely promised "all the benefits of tariff RED». And if the tariff RED will not exist anymore (now renamed), then ... well, there's something to think about. While tariff RED renamed Thule, but 200 km - not such a great distance.

You can try to hype win some users on the best (for the operator) tariffs, and it's done: we have recently seen a massive SMS-newsletter with advertising "we." As far as the campaign was a success - it's hard to say, with all the advertising appeal of "69 cents" (within the group) all other calls at 5.45 rubles per minute. have been many scare.

Another way - launch of new tariff proposals under the same brand, but with the changed conditions. Of course, with a focus on another benefit, an interesting particular market segment. Upon successful "hit" the target audience can count on a conscious and voluntary waiver of cheap vnutriseti and interregional calls for something else. Way for the operator difficult, but for us interesting.

Rates for correspondence?

Rate RED Text coded correctly and will attract many eye-catching key features - a decline of 30 cents the cost of SMS-messages and the sharp depreciation of MMS. Even with a simultaneous increase in the same 30 kopecks.prices within a minute tariff of RED, but local calls are cheaper by as much as £ 1.20. Tempting? For the target segment - surely, especially given the scant 70 characters in Unicode. And, accordingly, an innate "skleennosti" many Russian SMS-messages. However, not all so simple, look and compare the tablet RED Text to "parent" rate, all prices in rubles including VAT for the Moscow license area. Red color denotes price increase, green - fall. The third column (tariff RED Text with connected services, "Non-MTS") is added to illustrate the analysis.

Other parameters (GPRS-traffic, international communication, etc.) tariffs RED and RED Text match, read them here.

Go to the RED Text is available for subscribers of any tariff plans, the cost of migration - 34 rub. As usual, in the case of the first shift TP transition is free.

Try to formulate the results of the changes:

• At 30 cents cheaper SMS rate in RED within the region, all the rest are reduced to a single SMS costs £ 1.65. Ie at 0.30 rubles. fell all outgoing calls except SMS messages sent to MTS subscribers of other TAs in the Moscow license area and regional MTS. Here the price hike amounted to 0.70 rubles. for SMS.
• MMS essentially fell within the tariff within the region (at 1.27 rubles.), All other MMS reduced to a single price 3.95 rubles. - In most cases a very marked decline in prices.
• Somewhat smoothed imbalance between the very cheap calls within the tariff and expensive calls to phone numbers plus a network of other mobile operators, all calls, except vnutritarifnyh, reduced to a single price 4.75 rubles. Ie minute within the tariff increased by 0.30 rubles., minute to other TAs MTS in the Moscow region and all regional MTS increased by 1.20 rubles., minute to other operators (including fixed) fell to 1.20 rubles.
• Additional discount / option "Non-MTS has acquired a subscription fee, has ceased to operate in national roaming, and now does not apply to calls / SMS / MMS outside of the home network of the region. In other words, in the rate of discount RED Text "Non-MTS acts as a tariff" First ", not as in the rate of RED. Difference in the schemes can be found here.

Summary

Rates looks smoother and easier to read, the main focus in the discount non-voice communication and geographically "locked" within the home region. Given the rapidly growing number of subscribers RED and correspondence with subscribers of other networks in the Moscow region changes for the majority of fans, mobile epistolary genre rather positive. Cost minute tariff within RED is not radically increased (by about 25%), indicating that the company's commitment to position RED Text as the main fare. It is clear that the prices for voice traffic to the new TP markedly inferior to the same REDaktsii, but RED Text focuses on a different segment of the market and developed in the epoch of struggle for "quality" of subscribers, rather than their quantity.

As the basic fare (and phone number) RED Text interest primarily to those who lead an active SMS-and MMS-correspondence with friends and colleagues in their region. In this case, do not call too often, and mainly the Moscow MTS. Definitely recommended to all fans of multimedia messages, including as a second (third, fifth, etc.) SIM-cards specifically for mailing photos of the surrounding landscape and a lover. "

The new tariff is clearly contraindicated in those who actively communicates with friends and colleagues (MTS subscribers) in other regions. Funny, but the subscriber RED Text to send a text message to a friend Peter will cost nearly 75% more expensive than conventional subscriber RED.Option-service "Non-MTS can be connected, but not much point in this is not seen: for the 51 ruble monthly fee we receive only 50% discount on calls to no-RED in the Moscow license area. And those subscribers in Moscow every day fewer and fewer. Alas, the "Non-MTS in RED Text, even for monthly additional money will not make any concessions, concessions on sending SMS / MMS to other regions.