WAP-content as a means to compensate for reduced income

Financial performance of mobile operators look good, but general tendency of gradual decrease in the share of voice traffic in the "basket" of income. To hold the planned growth rates have to find new sources of profit or actively promote the existing ones. Two obvious ways: to develop new services and encourage the consumption of WAP-traffic.

The situation in Europe while not an example for us, but as a first warning to take into account costs. Say what you like, and the first bell has rung out: According to analysts of Credit Suisse, for the first time in European history of the development of mobile communications in the third quarter of 2007 experienced negative growth in revenues from voice communications over the same quarter last year. Yes, the average drop in income is low (0.4%), but indicative of the fact. At the same time increase revenue from data services when comparing the same periods amounted to 17.8%. Played a role reduction in revenues from international roaming services within Europe and a reduction in tariffs for local calls, but overall the trend is obvious.

Russia has its problems, its advantages and disadvantages, but the task of raising revenue from non-voice services also exist. In this connection a curious desire to look "take" from the user the greatest possible amount of money for the so-called Wap-traffic, the method is relatively simple and requires substantial investment. The situation with different charging mobile Internet different "varieties" developed historically and today looks a little strange, but give up this cash cow no one is going.

Where all did this "double entry bookkeeping, and why Wap-GPRS stands at more than 30 times more expensive than regular mobile Internet? Initially, rates for packet data in mobile communication networks (for access to Wap-resources) are designed to take account of existing prices for the transfer of circuit-switched data, and the price included the cost of developing specialized Wap-resources. In simple terms, basically Wap-portal operators with a simple list of news, weather and some extra content in the form of horoscopes, exchange rates, etc. With the advent of GPRS prices using the phone as a modem in conjunction with a computer were made more or less competitive, but to give users similar to the price of mobile Internet (Wap-access) did not. Indeed, why? After selecting the subscribers still not there, the then devices were able to walk only on a specially adapted sites, and only through an access point Wap-APN. And as a justification for high prices once again set an example operator's Wap-portal with an abundance of free images, music, weather and other mobile-content-based joys. While all this is not so sverhzatraty against the backdrop of current prices on Wap-traffic.

The current situation looks at least strange: the majority of mobile phones is quite "hard nut to crack" the richness of an ordinary Internet browser Opera Mini, smart phones (which are every day more) perfectly without special Wap-APN even without installing additional software. It would seem, Wap-access to its price of 300 rubles. per megabyte has just about completely die out and only stay in the price lists for services? Netushki, is alive and well and feel great. Moreover, it is this anachronistic confer almost the main hope to increase revenues from additional services. How - we consider below.

By and large, there are three basic ways to get users to pay 300 rubles. instead of 8 per megabyte:

• Wap-use access as a tool for pricing new services.Example - Initial implementation of Push-to-Talk in MegaFon (via Wap-APN), when the service itself is provided shareware and charged only traffic. Convenient, since it does not need to invent and implement new data reduction scheme in the billing. As a not very fair, but the most popular form of this approach - give the user a free "bonus", "awards" and "gifts" that cost is actually built into the price of Wap-traffic.
• Provide the consumer with a truly unique service or exclusive content on a special Wap-portal with access strictly through Wap-APN. In this case, the payment of Wap-traffic is a sort of entrance fee to the restaurant with a buffet breakfast.
• The third way - a highly technical and organizational. Phone anyway, through which access point to work, but the operator is not the same as how much money to receive. Accordingly, taking all possible technical, administrative and organizational measures, to you and I pay 300 rubles. per megabyte. Not very nice, but nothing illegal.

Technique for human benefit

A few words about the technical and organizational aspects of the law obtaining money from the mobile population. Here we are, this uncompromising struggle for Wap-access point. For example, the Nokia smartphones in the automatic mode is selected Wap-APN for all Internet activities, and for the consumption of traffic at normal prices to exterminate the Wap-settings by hand and abandon the automatic connection mode. Otherwise, the smartphone will purposefully choose Wap-APN, he trained.

But this is only the beginning, continue to fight for our money to enter the operators. As an example, consider the MTS, as the following discussion focuses on new approaches to this operator to work in the market content services. Step number one - when inserting the phone into the new SIM-card network equipment immediately anxiously send to phone Wap-setting, and God forbid reckless click "save": the next attempt to access the Internet will be accomplished through Wap-point. According to rumors, the latest models even do not need to click, and "correct" settings can be loaded during the GPRS-session with the transition to Wap-APN with the next session. Step number two - the settings will immediately send back and registered the phone after replacing the SIM-card. So primitive erasing Wap-settings does not always save you, inattentive, sooner or later be transferred to the Internet for 300 rubles. per megabyte.

Try to order Internet settings from the site, get a phone Wap-settings and MMS-settings, Internet-APN will still have to configure manually. Try to get Internet settings by sending SMS messages in accordance with the recommendation to send a blank message to 1234 - the same settings as WAP and MMS. Besides that, in principle, for 1234, you can send SMS-message is not empty, but with the text «internet», and still get the normal internet settings. Have this information on the site? Of course not, customers know about it should not. After a Wap-APN to 300 rubles. phone is not much slower than Internet-APN for 8 rubles. and that is 30 times more expensive, so this issue is not technical. Want cheap internet access - customize yourself. Try to go to any MTS office and ask to configure the Internet on your phone, you set all the same Wap-APN at least for a smartphone, at least for a device. Besides, that set up Internet-APN twice as faster and easier, ie, it is clearly not in the employees' desire to spend less time or effort. It all boils down to the fact that without some knowledge and skills with the settings you are virtually doomed to Wap-point and the corresponding tariff.

WAP - a relic of the past or the engine of progress?

Forcibly loaded into the subscriber's phone Wap-settings - only half the battle, still need to somehow make this subscriber's use expensive option of mobile Internet. Possible in larger volumes. It is important that depend on this Company's financial results. To do this, create new Wap-resources and special programs are often interesting and really attractive. A good example - a project of MTS Extra "in which developers have tried to implement the idea of ​​a kind of" perpetual motion ": the customer is using value-added services and paid content consumption, for it receives reward points.Which, in turn, exchanged for a "shareware" content for which you want to be sure to connect via Wap-APN and pay for Wap-traffic. For the payment of Wap-traffic again awarded reward points, etc. The circle closes, and the desired process becomes continuous. At least, that's meant to project developers. Technically the project is implemented correctly and very interesting links come in the form of messages Wap-push (see picture below): many of today's phones when trying to open and read the message automatically start built-in browser and start to download a "gift" via Wap-APN. But those conservatives who do not use the mobile Internet in general, stimulate the "special offers" in the form of a 25 percent discount on Wap-traffic for a certain period of time.

But this is just one example, we are now seeing a logical and consistent process of creating a renewed structure of services aimed at obtaining additional revenue. Extremely interesting was the performance director of the department of MTS on the development of products and services to meet Paul Roitberg IV International Summit "Mobile Content 2007" October 31, 2007. Minimum of advertising, business conversation among professionals, many things have sounded in clear text without PR-camouflage. Unfortunately, the very presentation of Mr. Roitberg published on the website can not, as colleagues for reviewing this document, take a fee from the visitors, and deprive them of their extra income inhumane. However, a number of statements and lines of development are designated "in the subject, not to compare them with real events would simply be insulting.

When words do not disagree with the case

The really important news for content business - MTS announced its willingness to share the profits from Wap-traffic. All kinds of chargeable "pussy-tunes" the people are already beginning to saturate to the same operator, this business is not so interesting: the content provider gets its income only half of the price of content and is not interested in limiting the delivery of the purchased access strictly through Wap-APN. In the future, interesting looks the other way: the content provider develops and implements, and the user is declared-free services through the access point Wap-APN. The operator then divided the proceeds of Wap-traffic from the content provider, all happy and contented. It is also important that such services easy and pleasant to advertise, the word "free" you can select any font size, color and fat content without any additional footnotes and notes.

History of development of this service interesting and unusual, not in vain GOOD'OK called "one of the main drivers of growth." Initially the service was launched on a partially-free basis, in addition to fee-based tunes, you could choose one of three free versions of the melodic tone "(hymn MTS). Then replace the toll free national anthem "music box", the latest news - to increase the minimum monthly fee twice with simultaneous introduction of time-bound free connection services and the advent of advertising.A singularity of services that, by a strange quirk of billing GOOD'OK continues (if not previously turned off) to buzz and debit money from accounts recently closed contracts, there is such a funny phenomenon.

Paid subscription to mobile content - a promising source of additional income with great potential. One of the pioneers in this area was the company "Avant Mobile", on their experience and cooperation with the operator, we have written. Two weeks later, we published a "debriefing", which is somewhat premature glad to turn off this intrusive service: "Finally, and most importantly: it appears that from August 1, paid subscription function is disabled. We hope that the disabled are not temporarily but forever. If this is indeed the case, we express our sincere appreciation to the company "Avant Mobile responsible for their humanism."

As it turned out, the joy was short-lived, and then seasoned for decency pause service again earned. Companies should pay tribute now to come for the money SMS-messages with links began to point a way to unsubscribe (works sometimes). Service differs fantastic survival: incoming SMS fee charged continue and the money is withdrawn from the account even after the complete shutdown of services to send and receive SMS in the office of the operator. Ie continue to pay weekly for the links, who could not get even theoretically. If we believe the presentation of Mr. Roitberg (see slide above), already this year we will be able to enjoy a variety of new services based on paid subscriptions. Okay, will survive somehow, and this attack, but would not "forget" to indicate a way to unsubscribe.

As stated in the presentation, Wap-portal MTS is an all-Russian leader to generate additional income. Especially interesting seems the selection in the presentation of such content-intensive designs, as live audio and video. Indeed, movies «Comedy Club» - this is something that should be actively downloading via Wap-APN with payment of 300 rubles. per megabyte. On the other hand completely free. It is interesting to observe the efforts of marketers who are clearly visible on changing the text in the advertisement that appears each time a USSD-request balance. Initially, the word "free" did not dare to use (too noticeable to pay for traffic, possible scandals), wrote of "pay only Wap-traffic". Then the word "pay" have decided to do away from harm's way, to what deters potential customers useful services.

For those who do not indulge in regularly reviewing the balance, specifically provides for convenient delivery options "hard» Wap-content directly to the terminal - enter your mobile phone, and you will live sound. In the sense of entering your phone number, do not understand the text literally Board.

Close attention to the services on a subscription and Wap-services for "premium» GPRS-rates does not preclude concern for the traditional content-based services, not a hindrance. Regular SMS-advertisements from your favorite operator interested, why not download a new game? More so that the reference was unexpectedly available through Internet-APN. Prudently uvilnul from numerous proposals for the money, went to "free" and listened to the recommendations of the editorial board. "All is good, but as usual, "free" games from the section for "free" turned out to be phony - asked to download a demo-zavlekalochku downloading the full version for some money. What else could one expect from nebesplatno advertised "free" content? One is forced to begin to penetrate respect to the new policy, the carve-up of income from Wap-traffic, for withdrawal of money in this way looks more natural and will cause fewer complaints.

Conclusions

With professional-pin Paul Roitberg can not agree, he certainly right. I would like to add only a few words "gag":

• Orient the business case a large company for beginners, people "do not know" and people are not very sane still fraught. Well, people look up a couple of downloaded movies for fifty dollars, right and might be offended. Okay even if you just matyuknetsya will pay forever and forget about the mobile Internet, but you see a temper, and the operator can change. You're not striving for it?
• On the other hand, the least-pleasant different initiatives such as free calls to all MTS Russia (updated Maxi), calls for 15 cents per minute to favorite MTS number (Super First), etc. seriously dropping the average price index of minutes, and on ARPU is not always beneficial effect. Compensate for losses must in other ways, and there is a certain "sermyazhnaya truth" do well "and all at once" still will not work. Any celebration of life someone eventually pays and it is our task - do not fall into the slender ranks of taxpayers.