Nut "just" rate

Transformation of MegaFon-Moscow fare "Speak!" In "one to one indicates the end of the initial phase of the company's growth and transition to the struggle for mass client. However, before proceeding to the analysis of one to one "there is a need to consider its historical predecessor - the rate of" Just "

After the introduction of MegaFon-Moscow service plan "just" in the electronic media, a host of articles on the new initiative Megaphone. However, judging by the reaction to the new tariff in a number of online conferences devoted to cellular communications, the authors of articles failed to fully explain the causes of this tariff and properly orient the consumer provider. Often, you can read some doubts about the fare, and sometimes evaluation of the tariff as a failure. Such assessment is the result of a quick rate comparison, "Simple" with massive offers market leaders - with the tariff plans Jeans and BI + and a tariff on Light "of the Megaphone. The apparent rejection causes of paid members with cell phones cellular operators and increase the cost of calls to mobile phones as compared with the rate O-Lite "

In order to ensure that the tariff "Simple" is, if not successful, then at least solves the problem, you need to move from a position of extension (ie, the consumer provider) to the position of the operator.

Colleagues MegaFon in Moscow cellular market, has driven the market to the state where both the leading operator were forced to cancel dates of payments, ie started to fight for subscribers who use mobile communication on a case by case basis. Megafon, the latest two contestants hit the market, forced to fight for market share through innovative offers and aggressive (not to be confused with dumping) pricing policies. And if you remember is still lower capacity network, which in principle are not yet able to accommodate all those who may be involved in pricing, it is not surprising that in the present case, the operator (ie megaphone) selects its subscribers by creating a tariff proposals to sharply delineated user profiles, which attract the very customers who are interested in Megafon, ie relatively active and ready to buy a relatively large amount of ether (in its consumer group), but at a lower unit cost than that offered by competitors, MegaFon.

Tariff "Just" is aimed at selection of subscribers who have a high proportion of outgoing local calls, and perhaps there is often vyzvanivaemy local number (eg, home or office phone), because is the greatest "goodies" fare "Just." (For those outside the city calls a tariff line of "Collection"). Now we note that subscribers with similar profiles form the target audience, which has not yet been covered by MegaFon. Indeed, the "O-Lite" - "locked up" in calls to mobile phones, a line of "devices" covers lovers significant incoming traffic, "Speak!" (In today's edition of "One to One") - is attractive for use in family bales. In this case, the subscribers of MegaFon, connected to the existing tariff plans are unlikely to have a desire to pass on rate "simply" because they have very different needs in the structure of traffic (otherwise they would not have been for those tariffs that benefit). Thus, we can say with certainty that all who come to the tariff plan "just" - is completely new (and not referred from other fees) for Megafon subscribers. And it means that its historic role tariff performs.

Comparison Rate "Simply" series with the tariffs "Jeans" and "BI +", in principle, does not look entirely correct, because the modern problem of tariff "Jeans" and "BI +" is to attract low-income (in terms of the operator) subscribers free of charge Incoming calls from any cell phone operators. The task of the tariff "Just" - to encourage low-cost, but paid traffic. Exaggerating, you can nominate the following slogan for the fare, "Just": "Give us a call paid and free incoming - leave yourself."

So you should ask the question: Does competes "Just" to the tariffs Jeans and BI +, oriented to the user's profile, entry-level MOU to 80-100 minutes? So: Paid members with other networks, a very affordable price for local calls, on the active use of the phone - it's too reminiscent of a tariff level of Optima-100. (However, the Optima-200, more profitable than "just" if you do not use the Rouble only 3 calls). Compared with the rate of Optima-100, in the tariff "Just": cheaper local calls, incoming / outgoing to mobile networks cheaper. Therefore we can conclude that the price pressure on the users' Optima will be great. Unlike users of tariffs of Business, users Optima more susceptible to price leverage (the zone of "elastic" demand), because the attack Megaphone promises to be not in vain. In the case of comparing "Just with Bilaynovskim" Prime ", not everything is so unique because the" Prime "incoming calls from mobile phones are free, but users with a predominantly outbound traffic, of course, pay attention to" simply "because outgoing city minute considerably cheaper.

So: the tariff plan "simply" focuses not on the first group of subscribers with the MOU to 80-100 minutes, while a second group of subscribers with the MOU 80-200 minutes, and does not compete with the fees Jeans and BI +.

Particularly stalwart of better communication from MTS and Beeline is quite possible to recommend to acquire Chinese adapters for 2 SIM card or special card-2 caps (http://www.irda.ru/mobile.htm # 2sim) battery compartment. Clicking on the jeans or BI +, you can get free incoming mobile (and not the flesh subscription fees) and urban outgoing (AON to a landline number is not as frequent and difficult to impress non-standard) performance with a megaphone. Naturally, these things may, where megaphone works, but an outgoing call good choice for the commission calls a point in space is easier than the choice point, where possible incoming call.

Noteworthy is the absence in the rate of "just" a discount on the cost of a call to a favorite room in its network (the discount to your favorite room in your network is present in all rates of companies competing targeted group of subscribers with the MOU to 200 minutes, except for prepaid Jeans from MTS). This limits the attractiveness of the fare and make it focused on a single users who do not have priorities in mobile data traffic, or for a family with one mobile phone in the family (a favorite local number used to call home).

The reason for fare comparisons "Just" to the tariffs, entry-level series of "Jeans" and "BI +" (with the MOU to 80-100 minutes), it seems, lies in the technical implementation of the tariff plan for prepaid platform. Most likely, the choice of such solutions is the need to stimulate the activity of subscribers for a period of payment that has already been implemented for the "Lite" fares, but not for contract tariff plans Megaphone. For tariff "Just" are terms of payment card series "Light". In addition to this, the validity of the payment will increase by 1 day in the commission paid a call. It seems that the marketing was so compelled to act. Otherwise, the part of the task force is outside the scope of the tariff, because the timing of payments less than $ 20 a megaphone very hard for users (up to 600rub - 20 days, which requires expenditure of at least $ 15 per month, subject to payment), and the card requires renewal additional costs and in this case, users are becoming attractive prepaid entry-level competitors. In general, I realize the idea of ​​small but regular, uniform, continuous, and the projected traffic will not allow customers to postpone Simka on the back burner. Unfortunately, "adopting" a tariff "Simple" system extension payment confuses the user.

By the way, the promotion of calls in the form of extension of the payment - another convenience for the users of Dual - SIM cards, actively proposed recently Megaphone - optimizes the total cost of ownership for two cards.

Another interesting piece rate "Simply" - the prices are denominated in rubles. Not so long ago in the press rushed by the assumption that the nomination of the tariffs in rubles is not good, and that the "initiative" Sonic Duo "... did not find a response in the market.» (Http://mforum.ru/news/article/004045.htm). If Megaphone released product equivalent twins Jeans and BI +, then that of course (ruble rate) could be considered wrong, but Megaphone released the original tariff plan different from the others, which can not be compared with the rates of competitors directly. Most likely, the data move is intended to conduct an experiment related to the avoidance of tariff reduction in price due to the weak dollar. Does in this case the "ruble tariff on its merchantability? Rather, "yes" than "no" because thanks to the "ruble tariff is introduced into use the slogan" Just as 3 rubles "(ie like how cheap - for 3 rubles or buy anything, and here" a full minute "phone call) . Another message: nomination of the ruble rate underlines the fact that the tariff is addressed primarily to those who live even if not on the biggest, but to honest "white" ruble salary.

And more on advertising. Package is sold in boxes with the women's oval face, a press conference devoted to impose tariffs stated that the tariff is a kind of "held from Moscow." Unfortunately, these hints at what the female half of Moscow will be the main consumer tariffs, mislead consumers, although it may have been justified by the desire to increase sales before the 8 th March. Attractive fares "simply" does not depend on age and gender criteria and related only to the user profile.