New tariffs Beeline: "long castling" in the Moscow region?

Fresh line of contracted rates for a long time and was born in pain. As if the marketers of the utmost not only to provide for possible changes in legislation, but also take into account all the errors / discoveries competitors. By the way, was explained at the same time puzzling abundance of striped chairs almost every Moscow crossroads: apparently, it was a massive tease-advertising a new line of credit TAs.

Quantity or quality?

Stable-predictable Moscow market gradually began to lose its shape. Only six months ago it was broadly understood: MTS and Beeline uncompromising battle for leadership in terms of subscribers, donating an average income and not paying much attention to the obviously absurd numbers of "new" connections. And what we see today? Results for the month of May - surprisingly modest rates of growth of subscriber base Beeline at consistently high rates of growth abonbazy MTS and an unusually rapid increase in the number of connected to MegaFon. Unbelievable but true: in almost identical with the number of subscribers of MTS (the difference - fractions of a percent) Beeline plugged in 2,7 times less than the new users. Opinions on this issue, opinions range - up to overuse at the expense of re-branding marketing initiatives. It is clear that the hypothesis of all-consuming passion "striped" coloring, we really do not see. But there must be a reasonable explanation of what is happening? One gets the impression that Vimpelcom deliberately refused to fight for a new "subscriber soul" in the Moscow region. No phone calls massive tariffs, almost no summer discounts and a complete rejection of the sale of prepaid-sets at a price of cartons. One of the possible versions - a reversal of marketing policy in the direction of Beeline "weighting" of the existing subscriber base. That would look exquisite treachery against the main competitor: leave it in splendid isolation give carrots to the mass market, but most of that time, under cover of HOT summer to do drag and drop to a more lucrative contract.

Is it really - it's hard to say, but why not? Recall financial results for first quarter and then, as the Western reacted to the decline of the market shares of a sharp fall in ARPU two competitors. True, the MTS in this race for the number of connections lost more percent of average revenue per user, but they and the margin of safety while longer. It is not excluded that the negative stock market performance figures of financial results (low ARPU) due to outweigh the positive statistics of new connections. So whether to continue the fight, which is still impossible to become a winner? Especially in summer, when the position of MTS on the Moscow market is traditionally strong. All of the above can be considered little backed up by speculation, but in any case interesting to see the new loan rates Beeline.General name for the series - "Live easy."

Principles of contract tarifostroeniya

Lists the new features of contracted rates Beeline:

• Abandonment of the traditional approach "coming within the network is 50% cheaper," now shows the price per minute to a common denominator and common for all outbound and local (non-mobile) calls
• Free incoming from all mobile networks in its region
• Credit payment form
• Free Caller ID
• 30 SMS-messages included in the monthly fee
• 5-second interval of non tariffing for incoming calls (and has been for outgoing mail)

Characteristic features of credit rates Beeline (common to old and new TP):

• From one to five "favorite numbers" (one - no monthly fee)
• Carry-over of unused minutes for next month
• Not limited WAP-GPRS traffic for the $ 3 monthly fee per month

Difficulties in comparing

Compare the new line with the existing Beeline MTS and MegaFon tariffs rather complicated and not very well. Primarily because of the unique features of different tariff products. For instance, if the transfer of unused minutes for next month is still possible to estimate the savings from 10 to 20% (on average), the unlimited WAP-GPRS for $ 3 a month can be both an advantage and a costly burden. In fact save two dollars on a free AONe not argue (AONom enjoyed by all), but the 30 included in the monthly fee for each SMS need not contractors.

Possible 15% and 50% reduction in MTS also be considered, but this advantage can turn into a disadvantage (fine) in the case of a transition to the "jeans" or to another operator. In some cases, MTS loyal customers provide a credit form of payment, and the Beeline first couple of months will be watching closely to ensure that the cost of services already consumed did not exceed the amount of guarantee fee. In fairness, we note that a few months of loyalty to the Beeline guarantee fee is transferred to the current account balance and the contract becomes the present credit. The value entering free of all mobile - seems to be an unconditional good, but at a certain rate of MTS subscriber profile with the attached 50% discount on outgoing may be considerably more profitable. So that each case must be considered individually, taking into account all factors.

Many expected the Beeline contracted rates with no (or almost no) maintenance fees - these do not materialize, all new TAs with free minutes and rather big monthly fee. While in this area is something competitive (compared to the prepaid-rates) only offers MegaFon. Also, we do not see anything resembling a rate MegaFon-FIXL, which is not surprising: with the advent of CPP (Calling Party Pays) such tariff decisions will conform with the changed realities. And today's line of Beeline to the CPP is almost ready, except that slightly adjust the price.

In general, the scheme "Live easy," looks orderly and logical, and credit + Free Caller ID and incoming from all mobile - a strong competitive advantage. It will be interesting to look at the financial results for the second quarter.

Evolution of the "budget" tariff with direct dialing

The process of tariff restructuring is clearly seen in the gradual transformation of the famous longevity "Super 30" (Direct Moscow number) in today's "Live and easy-to-60." In February came the double tariff "Super 50" (with straight and federal number) in response to "MTS.Biznes-Universal, but not spent, and four months - was dropped in the archive with the advent of today's line of YF. Look at the plate and see for yourself: tariffs, are laid out as a response to a competitor, sometimes look better balanced and informed decisions.

"Voiceover"

Some parameters of the new tariffs alarming - for example, the minimum amount of monthly payment is $ 12 (excluding VAT). Not happy lifting 5-second guard interval for outgoing calls. Rate YF-60 looks at all the federal awkwardly, as in all of its consumer characteristics much inferior fare Bee BOOM. And so inferior that no "credit" YF-60 will not save - the difference is too obvious. Very strange. Although, if you remember about the voluntary-forced transition from the boom in the Time when connected "Summer Nights" ...

Despite the many months delay before the advent of new tariffs, to bring "to mind" the contents of the site did not have time. When you try to use "rate calculator" website suggests to connect to the already closed tariffs, completely ignoring the new line. I wonder whether it is possible on the basis of such recommendation the official site to get yourself an archive tarifchik?