Tariff plan "Intuition" from Beeline or another failure of the project operator's phone

In Russia, a very brief period of time when operators are not only selling telecommunications services, but also the source of supply of subscriber equipment that is sold to mobile phones. Over the years, participants in those events say that the trade was of phones forced, retail market phones did not exist and the operators to get it sorted as best we could. Wickedness in these words a lot more than the truth. If you look at the European market, which development is ahead of Russia today at 3-4 years, and then outpaced a good dozen years, we see the opposite picture: today, independent retailers, offering mobile phones, in Europe there is little, the whole market is monopolized shops acting under the auspices of the operators and owned by them in varying degrees. At the stage of network development, when the cover was minimal, and the customer base in the hundreds of people, operators have begun to develop and retail businesses. For them, creating points of presence was normal, and the network evolved simultaneously on the cover, and retail salons. In our country, the operators have decided to save money and reduce their risks, retail business, none of them did not develop, allowing many independent companies to become major retailers in Russia. And for operators phones have become just an appendage to the networks, and often annoying appendage: compatibility testing takes time, needs constant adjustment of own software, which is not ideal, the creation of options for additional services to users, answering questions, users, etc. The operator does not understand the business of mobile phones, in fact, all operators until recently in one voice declared that the sale terminals - non-core business that they are not interesting. But with the saturation of the market of communication services and a decrease in revenue growth from sales of voice traffic operators needed to find new ways to increase profitability. One of the main areas was the development of non-voice services as a priority feature is called work to create their own phones. By "their own mobile phones" refers not machines, created from scratch and adapting existing solutions with a clear binding to a specific operator. By binding we mean no SIM lock, but rather a set of functional characteristics with which the phone receives the new quality, expanding its functionality and consumer appeal, respectively, increases.

The first step in the direction of the phone carrier can be considered by MTS release of two models at the end of 2004. The devices were quite weak, with limited functionality, but also had a SIM-lock on the operator's network. The market was attended by phone at the same price range from large manufacturers with comparable or better performance.The result can be considered more than moderate sales and hasty sale of minimal residual parties through distributors. MTS was a negative experience, the company could not find the resources to create high-quality localization, filling phones that could play a role in their sale.

The second experiment also came from MTS: it is about bringing to market technology i-mode. Exclusive nature of services, phones that work only with the i-mode, a limited number of suppliers of machines and direct relationship with them, all this suggests the establishment of a carrier vehicle with a missing SIM Lock. The service and phone in the standard i-mode are closely intertwined and can create the same operator's unit in the Russian reality. But this did not happen, the company chose to earn a little money on your phone dealer: for them, as is happiness - to sell small quantities of devices MTS and pay for their advancement. For the honor should have been calculated, apparently, that allowed to participate in such a large-scale project ... Behavior of MTS in the project i-mode is more like a small shopkeeper mentality, which seeks to cash in on their partner, and not give him a god to give them something for free. In his spare time, pay attention to the fact that most advertisements i-mode on the Samsung phones do not have the name of the manufacturer, it is carefully expunged. Explanation for such a petty act that the MTS deemed unacceptable to promote "foreign" brand of free phones, and Samsung to pay for it did not (and remember, that has already paid a lot for creating a precedent of working with the Russian operator). The fact that Samsung has a very high image component, attracts the attention of consumers and is ideal for a segment of i-mode, did not play a role.

With respect to MTS my impression about the action of the favorites of psychology, especially small-town problem solving at the local level and not taking into account the strategic orientations. In the course of solving these problems the company boldly spoil relations with the major players in the market and is making every effort to ensure that in future, be unrelated to mobile phones and deal exclusively with issues of communication. Subject is so painful and extensive, that it is possible to devote a large number of materials, but now dwell on it, we will not.

Direct competitor of MTS on the Russian market is a company Beeline, which is unknown to the general public for its projects in the field of operator phones. First attempt for the company in an agreement with Motorola to supply several million cost of devices in the GSM Association. Motorola will initially showed a hefty pessimism about the possibility of Beeline to sell such number of its own, but specialists have insisted on their abilities. The result of all the stories that at the last moment Beeline abruptly backtracked and refused all their obligations. In someone's bright head, apparently, had the idea to check and see if the company does sell such number of vehicles. The answer is obvious and without complex reflection: in the absence of self-developed retail network such sales impossible.

A few words about the project and i-mode phones for this service>>>

Intuition, or an ideal project phone carrier

A few months ago in his hands, I got the data from a survey conducted by specialists Beeline, himself a set of questions and their focus on certain areas showed that the company is preparing a tariff plan, combined with a mobile phone (that is sold not only SIM-card and phone ). A small study on fast enough given the first results. The company really started to work on a new tariff plan, under the name "intuition", the main provisions of the TA are the following:

• TP is created only for the female audience;
• TA is available only to selected phone model, which is also a female;
• Especially for the TA created an application that displays the phone horoscopes, weather forecasts, currency exchange rates and the like. As a core technology chosen "Chameleon";
• TA in addition to voice traffic should be generated and data traffic, the above application is used for this purpose;
• The main emphasis in the promotion of TA is on holiday - New Year, Valentine's Day, March 8. In April, the TP may be removed from the market depending on the results.

Prerequisites for the creation of TP were well chosen: and then a clear understanding of the audience, and additional features, laying the operator of the phone - apparently the first such project will be successful and will, finally, the Russian interpretation of the carrier apparatus. But there it was in the process of implementing the idea in practice, the initial charge uniqueness evaporated before our eyes. Let's look at the historical perspective, how does this plan.

In the first stage was chosen provider phones for TA "Intuition", he became the Samsung. Choice is not accidental, as the company needs to show the headquarters of the successful implementation of projects with operators and why Samsung is very flexible approach to possible carrier projects. Blunt language, Samsung is ready to give an incredibly good condition, but only once. Having implemented the project, the company will cease to engage in philanthropy and again begins to pursue its current policy. Currently working with operators to Samsung it only work on a portfolio.

As a model for the tariff plan "Intuition" was chosen as Samsung E530. This is one of the few female units on the market. In its price group (about 300 dollars) he has no competitors and remains the most affordable offer, while maintaining high image component. In the market for a few months there is a shortage of staff, which also makes it attractive for the operator. Given that the Beeline not be able to exclusively buy all the volumes of supplies of E530 to the Russian market, was found a compromise solution. Samsung has proposed the creation operator for its body color, and to continue setting machine (all installations, plus the application by order of the operator - "Chameleon"). Color options Corps initially ranged between dark blue and black colors. The final choice fell on the black (patent leather sides and brushed the central part). Color winning and very different from those of five colors that exist today for the E530. This color scheme lies well to the Beeline logo (a combination of black and yellow) and makes the device noble.

While working on the application, showing a broadcast message on the phone, it turned nasty detail: the specialists failed to make the program compatible with E530. In general, this is a topic for a separate article, but, apparently, the service "Chameleon", provided by Beeline Israeli partner, soon will order to live long. That software solution that is at the moment is raw, but disagreements between the partners does not allow you to bring it to its normal condition. Range of supported devices in Russia is not maximal and require significant investment to achieve the extension compatibility.

The yield was again found in the short term and look elegant. Companies iFree ordered the development of Java-based applications, which organizes access to selected sections of the portal Beeonline the phone Samsung E530. Under the influence of technology i-mode in the Beeline decided to form such a partition of the partitions and organizations access to them in one touch: a central OK button in standby mode is responsible for access to the wap-browser, click it, you immediately get into the list of site sections Beeonline (they are formed specifically for this phone). We'll look at the final disposition of the application, but now I note that the difference with the "exclusive» i-mode ordinary consumer does not find any. It is foolish to assume that, depending on the technology will change the forecast for tomorrow. Speed ​​access to the lists, no need for setup, it's all comparable. The only difference is that for the i-mode MTS paid millions, but for the application of iFree Samsung gave much less money (annex pays Samsung, so how exactly did he make the customization of the phone). Without knowing the exact amount of the contract, I can assume that a similar application today is worth about 5-10 thousand USD, but for the fame of the customer and the period of performance artist could increase the cost by 2-3 times.

How much will this portable Java application on other phones is still unknown. But given the availability of service programs for Samsung phones and opensource applications, it is a matter of time.

Completely forgot to mention that the central OK button is made under the Beeline brand logo (alternating black and yellow stripes), it looks very impressive.

Parameters of the tariff plan is not as important in the context of today's story, so let's not talk about them in detail (and Beeline something must be left for the official announcement). Let me just note that the TA "Intuition" is very similar to the new family of TA, which Beeline will bring to market soon.Changes are not large enough to consider them significant, is the variation of individual parameters (remember a similar situation with TP "Ladies" on the megaphone). In the near future we will tell in detail about all the new TA on Beeline, compare them, they say, with numbers in their hands. In the meantime, let's see how will be sold "Intuition."

Scheme implementation of the TA "Intuition" and limited edition Samsung E530

Exclusivity on the phone includes a very limited circulation, or high cost (which also restricts the sale), or the opportunity to buy the unit at only one retailer, one of the operator. In the case of black Samsung E530, none of the rules of exclusive products is not observed, Beeline itself created new rules for the implementation of the phone.

Beeline is not ready to bear the financial risks and to act as buyer of phones on their own or through a retail network of Mobitel. The company decided that the party is in the 50000 pieces (this is the first party in the future, the company can order new batches of 25,000 pieces), too large for the nation-wide operator and can cause financial damage to companies ("Suddenly, we will not sell, what then? "). Therefore, work with the Samsung was in two directions. In the first Beeline sought to lower the cost of E530 in comparison to that offered an official distributor Samsung. The resulting difference of minus 5 Euro from the standard prices for E530 in five basic colors. Secondarily Beeline wanted to offer phone distributors went from Samsung. That is, it turns out that the operator distanced himself from the sales of exclusive »Samsung E530 and gave the whole process into the hands of Samsung. Beeline can affect not only the shipping, their timing, but can not even order the delivery of vehicles in one region or another. Given the many distributors that can work on this machine with Samsung, one can safely assume a different price level, even within the same city in different salons. Speech about the individual regions is not here the price situation will be different. By Samsung desire to influence the retail prices of a deficit is clearly not, as a Beeline for this lack of any leverage. We arrive at the fact that the cost of the tariff plan "Intuition" will be different, the vibrations will be from 5 to 20 percent, and will depend on the cost of the phone included in the kit.

Another interesting point is that the company does not pay for Beeline phones do distributors. Let me remind you that the prevailing shortage dictates a high demand for E530 in wholesale channels. Lower price on the black Samsung E530 and attractive colors make it extremely popular. The phone has not any kind of lock, it can be used in any network operator. Given that the operator does not invest his money in phones, the risks for him no no.

But the question arises as to what point there is, indeed, the very rate plan and how it would relate to a black Samsung E530. Here, your obedient servant, begins a little beat from the comic has happened: Beeline will sell TP "Intuition" to their partners without a phone. But according to the contract partner will be entitled to implement this TA with only a black Samsung E530. Lack of supply logistics of the operator will be many comical situations: there will be a tariff plan, but will not be phones, then there will be phones, but the end SIM-card.Common case scenario would be selling black E530-counter to any purchaser, for the distributor because the most important to get the margin. No leverage over him at the Beeline not (goods purchased by a distributor of Samsung for their money, he can do with it what you want). Free sale black Samsung E530, albeit with a design element in the style of Beeline, will go merrily. In our estimation, approximately 20 percent of these phones will go to the TA, other vehicles will be sold to "clean". Such a development for Samsung acceptable, it will show that the project was a success and the portfolio will be supplemented by the successful implementation of work with Beeline. For the operator as it would mean confusion with the logistics of supply, the problem with knocking phones under its own tariff plan - a lot of running around with a minimal positive effect.

The idea, proposed in Beeline initially, was not just a sound, it would have worked under modern conditions. Its transformation to the current state showed that Beeline is not able to play the role of seller of mobile phones and signs in their own powerlessness. This is supported by the lack of warehouses, logistics, delivery of goods, a national network of sales of goods, opportunities to invest in the terminal equipment. Without the awareness of the need to invest in this business operators will remain niche players, selling less than 0.5 percent of all phones in the country. With the growth of distribution networks and their influence on the market operators will become their hostages. In the absence of their distribution networks for goods and SIM-card rejection, for example, Euroset from sales contracts or that the operator will dramatically reduce its share of current sales. Given the process of consolidation of players, this situation will be possible in the middle of next year. It is worth mentioning the fact that retailers remove a huge burden to the subscriber services operators, unload them from the influx of phone calls. Reluctance to create good working relationships with networks of terminal equipment harming the operators in the very near future. Russia has created a unique environment in which independent retailers have become a real force, comparable in its capabilities with the operators. If this force is aware of itself and to develop uniform rules of the game, then the operators will have extremely hard.

But back to the TA "Intuition." Say that he will not be sold at all, it is impossible. Of course, the TA will be in demand, but very moderately, it is not a bestseller. Schemes of work, laid Beeline, will saturate the market with black Samsung E530, their sales will surpass the sales of the TA. Unfortunately, an interesting project was ruined implementation.

PS Staff Beeline to refrain from publishing information on the TP "Intuition" before the official announcement. Date announcement was moved to an earlier date due to our questions. In my opinion, the current phase of the project will not allow the company to implement it differently, the final drafts are complete and all the schemes worked. Therefore, the information and came here, no use in waiting no further. Information on the New Year Offers and tariff plans will be published by us in two weeks: work on them in the Beeline is not yet complete, but the main directions are clear and you can get an idea that we have prepared.

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