MegaFon-Moscow, the rate of "Mobile": The original novelty, or an adequate answer?

MegaFon-Moscow has always been known for interesting tariff decisions, each of which was a challenge to other operators. The new TA "Mobile" evokes a feeling of deja vu: on the one hand, clearly seen the desire to beat the phenomenon of well-deserved popularity of the famous O 'Lite, on the other - the operator tacitly recognize the "utility" strategy of short-term stock and accept the rules of competitors. Just want to get acquainted with the new tariff proposal MegaFon-Moscow can skip two paragraphs below and go directly to the description of the actual fare.

Not only to maintain but also to make pay

Marketing methods work with rather big mass of mobile subscribers of prepaid-not are diverse, and that something radically new to think hard. These users are truly "mobile" in the sense of lightness change of tariff, phone number and carrier. At the same time initially stillborn subscriber soul now much smaller than listed on the market, even the most conservative stock investors no longer respond to the fantastically high figures in statistical reports. Accordingly, today the task of marketing has become more complicated: it is not enough to ensure the public free Christmas tree with garlands of Christmas pronounced SIM-cards, subscribers will have to bring real income + to support its contract in an active state, ie really use your number for outgoing calls. What is particularly important in light of the imminent advent of CPP (Calling Party Pays). The most simple and effective solution - the introduction of subscription fees in an explicit or latent form. Latent form is much more preferable, since the very phrase "handling fee" acts on the contemporary prepaid-caller like a red rag to a bull. The second effective way - a sharp imbalance in the prices of intra-and external traffic, supercheap vnutriset transforms into an ardent admirer of the subscriber and an active promoter of "its" operator. The third solution - a continuous series of short-term actions that support user loyalty and retain market in the heated state. Another way to improve the "quality" of existing subscribers - financially stimulate long and / or part of the conversation. Two popular fare Beeline ("Simple Things" and "Bee Bum"), despite their dissimilarity, are based on the general principle: the more you say, the cheaper the minute. "Moving from gifts" - the same idea of ​​material promoting active communication. There is also the easiest way is almost an open license fee in the form of a limited duration of payments (the practice of Megafon).

Promotion addiction and magic numbers of small

The infamous "Action" - an extremely effective tool to solve several problems. This tactic brilliantly owns and uses the MTS, and enjoyed so active that the word "policy" seems more appropriate. The scheme is simple but powerful: prepaid-subscribers for a couple of months, offers cheap vnutriset hidden subscription fee (the cost of the transition), followed by a forced return to the previous or the base rate and the short period of painful, "breaking up": accustomed to low-cost communication people at an alarming rate weight loss of balance, looking forward to the next action and morally prepared to pay for a ticket for the next session of the intra-therapy.Stand apart elegant solution Pepsi Jeans, in principle, profess the same ideology of the promo, but mostly it was focused on the active recruitment and retention of new users (five dollars starting balance in installments for four months).

The most important advantage of promotional strategy lies in the complete freedom of maneuver for the operator: a month or two can be offered to subscribers of almost any "goodies" without proschityvaniya long-term consequences. Accordingly, such interim action, by definition, competitive and consumer point of view look better than the dull and balanced permanent tariffs. However, until now MegaFon-Moscow to play by those rules have not tried that was even more strange. Rate Mobile '- the first serious attempt to adopt the rules of the game and the competition more interesting to see that out of this attempt to succeed.

Rate Mobile - simply and tastefully "

Name the new tariff reflects its essence and flavor: the same cheap calls to all mobile phones in their region and deliberate rejection of "selfishness" favorite numbers and cheap vnutriseti. In fact, a clone of the popular O'Layta in the time-of promotional performance. The main parameters of TA (prices in euro, VAT excluded):

Outgoing calls
The numbers of MegaFon-Moscow "	1 *
At the federal numbers of mobile operators in the Moscow region (Beeline, MTS, Sky Link)
The accommodation of Moscow and Moscow region and the number of single MegaFon (except for MegaFon-Moscow)	3,9
The numbers of fixed networks in Russia	5
The numbers of fixed networks in the CIS, Europe, USA and Canada	7
Incoming calls
With all federal numbers of mobile operators in the Moscow region (Beeline, MTS, Sky Link)	0
On the other rooms	3,9
SMS
Outgoing SMS-message	1,9

* Up to 30.04.2006 inclusive. The exact price per minute as of 1 May is unknown, but according to our information "did not significantly change, and in any case would be much cheaper for calls to fixed numbers"

Starting balance is $ 100, roughly the same amount of "Mobile" box will be sold in the offices and dealers. Validity of payments saved and remain the same as for all other tariffs of the "Light" (see here http://www.megafonmoscow.ru/buy/pay).

For existing subscribers will now be possible free transfer from other Light fares, and here lies and the most interesting question: whether to keep the transition period of validity of the balance? If you do not continue, marketers MegaFon-Moscow can extend my sincere congratulations to the brilliant stroke: a considerable number of subscribers at the end of last year, it offended "gift" six months the balance. But now most of them just the same should go for "Mobile" by the apparent profitability of the new tariff.

Orange Revolution?

The characteristic color of the new box is designed to push on the idea of ​​"reincarnation" of the famous O'Layta and before May 1, actually the way it is. Moreover, thanks to relatively cheap calls to local numbers (less than 12 cents excluding VAT) "Mobile" now looks much more attractive O'Layta. The only fly in the ointment - a relatively expensive SMS (about five and a half cents excluding VAT), would make the ruble as the same time shares. On the other hand, minute conversation over the same ruble will clearly convey a lot more characters. To date, competitors at the same rate for prepaid-market does not actually have - not counting a certain number of those subscribers, "Jeans, Pepsi, which limit their mobile communications entirely SMS-correspondence. And, of course, not counting the girl from TV ads, which calls only to his boss, the coach and the only (!) Girlfriend. Somehow even unsportsmanlike lead plate with a comparative analysis of the prepaid-rates of major competitors. But compare the "Cell" with other tariffs MegaFon-Moscow wants and need, There is clearly a niche and interesting consumer trends.

With regard to the spring-summer prospects of "Mobile", there reason for concern, too, is not observed. Outgoing to all regional mobile almost promised "a lot cheaper for calls to fixed numbers," that given the price of local calls (less than 12 cents excluding VAT) will in any case well.