Battle for Moscow: dumping and "dead souls" Tele2
Megamind wrote that Tele2 was officially launched in Moscow on October 22. On the very first day, thanks to low tariffs and a large-scale advertising campaign, the operator managed to connect 21 thousand subscribers. After 20 days, the number of Tele2 subscribers reached 380 thousand.
Dr. service Tariff calculated the losses of the Big Three operators associated with the release of Tele2. Dr. Tariff presented statistics on subscriber transfers from VimpelCom , MegaFon , MTS to the Tele2 cellular discounter with the retention of its telephone number (MNP). Based on the dynamics of connections in Dr. Tariff predicts that Tele2 will receive the first million subscribers of Moscow as a discounter this year.
It is estimated that Dr. Tariff, approximately 53% of Tele2's base consists of ex-customers of MegaFon. 24% of subscribers went to Tele2 from MTS. In the MTS there were almost 400 thousand. In third place is VimpelCom (Beeline brand), which at the moment “donated” 21% of the capital’s base, RBC reports .
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However, the representatives of the “Big Three” had big questions about the pricing and reliability of the connection statistics. The matter even came down to public disputes and allegations of falsification.
In all cities of presence Tele2 is positioned as a discounter with low compared to the “big three” prices for communication services.
According to a ComNews Research study, Tele2 became the cheapest federal operator in Russia in September 2015. Which operator of the "Big Three" is in second place depends on the profile of consumption of communication services by subscribers.
A set of monthly services, when a subscriber calls infrequently (40 calls a month on average) and sends sms (60 messages), and does not use the Internet at all, ComNews called the “small basket”. For such subscribers, the cheapest operator of the "Big Three" on average in the country was MTS (107 rubles per month), and the most expensive - VimpelCom (130.5 rubles per month).
For subscribers with an average level of using communication services (about 160 calls, 140 sms and 1 Gb of traffic per month), MegaFon (251 rubles) turned out to be the most profitable operator of the “big three”, and 300 rubles per month.
Finally, ComNews Research analysts consider the users of the “expensive basket” subscribers to make 300 calls per month, sending 225 sms and using 3 GB of traffic. For them, the cheapest federal operator was VimpelCom (317.99 rubles per month), and the most expensive was Megaphone (409 rubles), according to Vedomosti.
Evgeniy Evdokimenko, the head of research at ComNews Research, emphasized that the research is not about real ARPU (average revenue per subscriber) of operators, but about the cost of a fixed set of services in accordance with the level of consumption.
“The study does not stand up to criticism,” says Anna Aybasheva, a VimpelCom representative. Filling baskets does not correspond to the actual consumption of the operator’s customers: the number of calls, their duration, the number of sms and the Internet consumption.
The representative of MTS Dmitry Solodovnikov notes that “any studies with opaque parameters are created for the manipulation of public opinion” and may not take into account the real needs of subscribers. He insists that MTS has the cheapest average cost per minute of conversation among the Big Three subscribers.
A representative of MegaFon also called the study incorrect, as it does not take into account the tariff options used by the majority of operator’s subscribers.
Dr. service Tariff calculated the losses of the Big Three operators associated with the release of Tele2. Dr. Tariff presented statistics on subscriber transfers from VimpelCom , MegaFon , MTS to the Tele2 cellular discounter with the retention of its telephone number (MNP). Based on the dynamics of connections in Dr. Tariff predicts that Tele2 will receive the first million subscribers of Moscow as a discounter this year.
It is estimated that Dr. Tariff, approximately 53% of Tele2's base consists of ex-customers of MegaFon. 24% of subscribers went to Tele2 from MTS. In the MTS there were almost 400 thousand. In third place is VimpelCom (Beeline brand), which at the moment “donated” 21% of the capital’s base, RBC reports .
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However, the representatives of the “Big Three” had big questions about the pricing and reliability of the connection statistics. The matter even came down to public disputes and allegations of falsification.
On November 11, Mikhail Slobodin, VimpelCom CEO, commented on the results of Tele2:
Tele2 Corporate Communications Director Kirill Alyavdin parried the attack:
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In all cities of presence Tele2 is positioned as a discounter with low compared to the “big three” prices for communication services.
According to a ComNews Research study, Tele2 became the cheapest federal operator in Russia in September 2015. Which operator of the "Big Three" is in second place depends on the profile of consumption of communication services by subscribers.
A set of monthly services, when a subscriber calls infrequently (40 calls a month on average) and sends sms (60 messages), and does not use the Internet at all, ComNews called the “small basket”. For such subscribers, the cheapest operator of the "Big Three" on average in the country was MTS (107 rubles per month), and the most expensive - VimpelCom (130.5 rubles per month).
For subscribers with an average level of using communication services (about 160 calls, 140 sms and 1 Gb of traffic per month), MegaFon (251 rubles) turned out to be the most profitable operator of the “big three”, and 300 rubles per month.
Finally, ComNews Research analysts consider the users of the “expensive basket” subscribers to make 300 calls per month, sending 225 sms and using 3 GB of traffic. For them, the cheapest federal operator was VimpelCom (317.99 rubles per month), and the most expensive was Megaphone (409 rubles), according to Vedomosti.
Evgeniy Evdokimenko, the head of research at ComNews Research, emphasized that the research is not about real ARPU (average revenue per subscriber) of operators, but about the cost of a fixed set of services in accordance with the level of consumption.
“The study does not stand up to criticism,” says Anna Aybasheva, a VimpelCom representative. Filling baskets does not correspond to the actual consumption of the operator’s customers: the number of calls, their duration, the number of sms and the Internet consumption.
The representative of MTS Dmitry Solodovnikov notes that “any studies with opaque parameters are created for the manipulation of public opinion” and may not take into account the real needs of subscribers. He insists that MTS has the cheapest average cost per minute of conversation among the Big Three subscribers.
A representative of MegaFon also called the study incorrect, as it does not take into account the tariff options used by the majority of operator’s subscribers.
Source: https://habr.com/ru/post/296292/
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