The very phrase "50% discount" certainly fascinating, first impression - the connection for MTS was half the price. Of course, in practice it is not so, but the marketing appeal of the slogan is completely level, as they say - "creative!". The real benefits of discounts (and they are!) Analyze below.
Marketing the "swing"
The emergence of the "50% discount in MTS can be attributed to several factors:- Most attractive discounts / programs was addressed prepaid-subscribers, including the last - free incoming calls on weekends. Not very distinctly discount of 15% a little pleased with contract customers, it is time to restore friendly relations with the conservative, but touchy contractors.
- The program "Summer Jeans nearing completion (September on the nose), a large group of mobile subscribers already starting to look around the sides and estimate the most profitable options for the autumn-winter period.
- Beautiful course MegaFon (Rates FIX) required an appropriate response. If not actually, then at least an adequate advertising.
- Turbulent times, a sharp strengthening of competition - VimpelCom (Beeline) finally knocked out of the Ministry of Communications of numbering capacity, and now may well be to rebuild the lost positions in the Moscow market.
- Deep tuning the whole range of contractual formed TP - is complex and potentially costly. Externally, the spectacular "50% discount" you can save all valid today contract tariffs and simultaneously work on the image of the operator.
- Binding of the subscriber the obligation not to terminate the contract during the year intended to reduce migration to prepaid and competitors.
Myths and Realities "50% discount"
Can advise you to carefully study all the documents that describe the numerous features and reservations of discount. A general description of the volume of 2.5 typewritten pages of text can be found here, a file detailing all the conditions and characteristics of discount (4 more pages) is available here. Some important aspects of the new initiative MTS:- The proposed 50-percent discount does not extend the already long-standing 15 percent, choose one of two options. Free transfer from 15% to 50% and back permitted, but no more than once during the billing period.
- To receive the discount must sign an undertaking continuous use of telecommunication services in the MTS network throughout the year, in case of cancellation of services will have to pay a fine of $ 40 to $ 400 (depending on the TA).
- Discount does not apply to additional services (SMS, GPRS-traffic, etc.).
- In contrast to the 15-percent discount on all local calls to a new 50% discount applies on either incoming or outgoing local calls. Ie with a balanced voice traffic is the total discount will be 25%.
- Discount for incoming calls free of charge (in exchange for documented loyalty), the discount on outgoing calls at an additional monthly subscription fee (from $ 0.99 to $ 4.99 depending on the TA).
- For the TA included minutes 50% discount is valid for voice traffic over included minutes and the number of included minutes increased by 15%.
Assess advantages
- Obviously, the maximum financial benefit the subscribers of TP without included minutes, with a predominance of incoming traffic - 50% discount for members is provided at no additional monthly fee.
- Subscribers tariffs with free minutes not only get an extra 15% is included in the subscription fee, but also save on paying traffic over included. For example, when average monthly traffic of 450-600 minutes version of "Business 400" + 50% discount can be much more profitable than the "Business 600". Especially considering the fact that MTS unused minutes for next month is not tolerated.
- Switch to the other contracted rates (within the list of "coupon") is not forbidden, but in case of premature failure of the service amount of the fine will be calculated in proportion to the respective terms of use TA.
Conclusions
Already signed up to receive a 15 percent discount the transition to 50% can be recommended unequivocally, the new terms at least as good, but in most cases be better than the current discount of 15%. Have not yet subscribed to a discount to subscribers of MTS is something to think about, especially in the case of a large number of incoming calls from mobile networks of other operators. Individual case - the category of business users who want to in any way to keep your cell phone number. Russian regulators connection recently has once again confirmed its readiness to facilitate the transition to the principle of MNP (Mobile Number Portability - ability to "carry" with a phone number when switching carriers), but the timing of any such option will be exercised in Russia (if will be implemented at all) - yet unknown.With regard to the approach "a thousand and one clause / condition / footnote to the development of new tariff proposals, but today it can hardly be considered promising. The market for mobile services has become massive, and the average consumer does not want and will not spend hours torturing a calculator, surrounded by multi-page printouts and calculations of the notorious "subscriber profile". The examples are not far to seek: the same super-jeans became so popular largely because of its absolute simplicity and transparency.