What a magic figure that? Began with a 15 percent discount on monthly fee Megaphone, recently my 15-percent project organized by the MTS. Now it looks like some kind of bonus scheme for all with the same long-suffering 15 per cent going to implement the Beeline. Official information from the press service of VimpelCom was not available (though the fact reluctantly confirmed), but a certain amount of circumstantial evidence was collected. Try to analyze the extracted information (albeit incomplete), and simultaneously compare the planned scheme to encourage loyal subscribers with existing programs from other operators. Although even the most cursory glance suggests an important conclusion: The program is clearly Beeline "sharpened" enticement to his foreign and loyalty of their most mobile subscribers. Under the "mobile" in this case refers to easily migrate customers prepaid-boxes.
Reincarnation sluggish "Bibonusa"
The working title of the program - "Beebonus 15%," the official launch is expected in about two weeks, the most probable date according to our estimates - May 12. The program will operate for the subscribers prepaid-platform GSM (tariff plans B + "Time" and "Prime"), distribution of bonus schemes on other contractual TA advance and credit forms of payment seems to us unlikely. Currently, started running some procedures on a very small number of subscribers, the selection criteria "testers" are not obvious. One can assume the principle of random selection from a group of subscribers with a sufficiently large average monthly communications costs.
The bonus scheme until as follows:
The subscriber receives an SMS-message with the text "You become a participant shares Beebonus 15%. To learn the conditions of the shares or to reject it, call 0611." From that moment, participation in the program and record payments made.
Upon reaching the total payment threshold of $ 15 a subscriber receives a second message in which he warned of calculating the 15 percent bonus on the next payment.
The size of the next payment is not limited, 15% bonus will be added to any amount.
Next story repeats itself: the accumulation of subsequent payments to the 15-dollar threshold, etc.
Preliminary impressions are mixed. Scheme is somewhat complicated, although the specific difficulties in getting nearly 15% bonus, such as is observed. "Almost", because from time to time to pay "bezbonusnye" $ 15 would still have. I am glad the absence of any additional conditions or restrictions on the subscriber experience and especially - the requirements of guaranteed loyalty, reinforced by the possible penalties. Another big plus - "leeway" for someone who is promoting as a bonus (as opposed to discount) is naturally used to pay for any needed services. Distribution of the program is not upset at all the TP, this initiative looks like yet another confirmation of the desire BeeLine transfer all of its non-corporate users to the platform with on - line billing. The benefits of this approach are obvious (reduced volume of bad debts), but in the long term financial impact of the movement of contract subscribers can outweigh the benefits.
Name of the program so far looks obviously failed, as even a subscription service is not always aware of what exactly "Bibonuse" question.Long-acting Beebonus program provides bonus accrual of interest on the expense of paying for goods and services to partner companies, this program may attend any subscriber, subject to registration in a special card Beebonus (issued free of charge). "Old" Beebonus not be regarded as an effective tool to increase loyalty, because bonus of 2.10% is charged on purchases within a specified companies, in which case it may be more likely to go about targeted marketing initiatives of participating companies. However, it is possible that the "old" and "new" Beebonus be somehow merged with the interests and contract subscribers of Beeline.
Cognize Beebonus 15% in comparison
The first obvious object for comparison - the program is 15-percent discounts to loyal customers in the MTS. A clear plus in MTS - simple, clear and transparent system of discounts: if at least a year agree to remain in MTS - decorated the consent document and get 15% discount for services rendered; popolzovavshis discount, but remain in the MTS changed his mind - pay fixed penalty. Minus the program - no discount applies to all services and not all TAs subscribers Jeans polls were "offended." Beebonus does not require registration and are not threatened with fines, but by the subscriber is more complicated and for the effective use requires some effort to plan for communications. Advertising 15 percent bonus can not be obtained even in theory, the real average figure bonus is unlikely to be higher than 10-11 percent. And if you look at the most common pattern of behavior (periodic refill $ 10 cards), there is a bonus and at all will be equal to 5%. Tested Beeline discrete "bonusoizatsiya" payments to a certain extent encourages the subscriber to refill for the maximum amount possible, let's not forget about the cost of "admission ticket" ($ 15) in the sweet world of bonuses. And enter into the program, many will want to, because here are viewed 15% of the real economy, but not all advertising, "send us five lobes of the toilets and we'll give you a roll of toilet paper."
Discount program through a megaphone, as in the MTS is designed only for contract customers, discounts of 10 to 15% only on the monthly fee depending on seniority. No additional terms of fidelity does not, however, in the case of blocking accounts (leaving at minus) a discount frozen for two months. There is also a separate "tricky" bonus program: to spend two months in a row more than $ 39 a subscriber then begins to automatically get back to your account 5% of the amount of payment, while reducing your monthly payments below the threshold of $ 20 for two consecutive months, the program participant "knocked out" unused bonuses are lost. With all the maturity bonus discount programs through a megaphone of their strategic disadvantage - once again left on the sidelines "prepaid-subscribers. And here is already beginning to play the role of the emotional factor: a comparison of rates / pricing may retreat to second place against the backdrop of the obvious fact of the presence or absence of a bonus. Again we can cite as an example ad: the "other" laundry detergent can wash out a hundred times better, but it does not matter - the main thing that it does not have these most treasured beads.
Summary and micro-projections
First of all, let's not forget about the big and bold "if": a program Beebonus 15% still afoot, before its official "birth" of any possible options for tuning conditions. Theoretically, the entire program can safely kill before birth, although such an outcome is unlikely. We can evaluate the strengths, weaknesses and prospects only on the basis of informal and incomplete data, the actual situation may differ from the forecast.So far, we can assume that his new "Bibonusom VimpelCom has four main objectives:
Improve the quality and loyalty of its own customer base prepaid-tariff
Away from competitors for a number of "disgruntled neglect" prepaid-subscriber
Increase ARPU ($ 15 ticket plus a temporary increase in income due to the desire to optimize the subscriber communication costs)
Stimulate the transfer of ownership of credit of subscribers to the platform with online-billing
What follows from this and the extent to which materialized in practice - the question of the future. With interest are waiting for official information about the program and the timing of its introduction.
What a magic figure that? Began with a 15 percent discount on monthly fee Megaphone, recently my 15-percent project organized by the MTS. Now it looks like some kind of bonus scheme for all with the same long-suffering 15 per cent going to implement the Beeline. Official information from the press service of VimpelCom was not available (though the fact reluctantly confirmed), but a certain amount of circumstantial evidence was collected. Try to analyze the extracted information (albeit incomplete), and simultaneously compare the planned scheme to encourage loyal subscribers with existing programs from other operators. Although even the most cursory glance suggests an important conclusion: The program is clearly Beeline "sharpened" enticement to his foreign and loyalty of their most mobile subscribers. Under the "mobile" in this case refers to easily migrate customers prepaid-boxes. 
