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Cellular companies of the Far East are waiting for rebranding
Vladimir Osipenko
General director of the Far East macro region Tele2
- We took part in a very important event in the telecommunications industry in Russia - the creation of a new federal cellular operator based on Tele2. The emergence of another major federal player will seriously change the picture of the market: it will lead to increased competition, and, as a consequence, to a general decrease in the cost of mobile services and an increase in their availability for the population. In new regions, Tele2 will continue to operate according to a unique discounter business model that has proven its effectiveness in all regions of the company's presence.
Today, the company ranks fourth in the country in terms of subscriber base. After closing the integration of Rostelecom mobile assets, the new federal mobile operator Tele2 began to provide communication services in more than 60 regions of Russia, received licenses 2G / 3G in all federal districts and 4G-license for the whole territory of Russia. The geography of Tele2 in the Far East of Russia has been replenished with five new regions - the Khabarovsk Territory, Primorye, the Amur Region, the Republic of Sakha (Yakutia) and Transbaikalia.
Savings, budget management and careful attention to their spending - this is a modern trend. Tele2 is building a business that is unique to the telecommunications market, a model that has already proven its effectiveness: high-quality services at low prices. We have a competent cost management and ongoing work to reduce costs. Tele2 creates its infrastructure so that the network works as efficiently as possible. This is the best equipment and the most favorable conditions for its service. The company carefully approaches network planning, maintains strict cost management, and is focused on products demanded by subscribers.
Even in conditions of high competition, Tele2 demonstrates significant growth rates in the subscriber base and key business indicators. The link between the level of competition and the cost of mobile services in the context of regions is confirmed by studies of the industry analytical agency ComNews Research. Reports show that the overall price level for cellular services in Russia is falling. This is a direct merit of Tele2 - the emergence of an operator in any regional telecommunications market, and in each new region inevitably entailed a decline in the general price level of communications in the 25 range - 30%. This also happened in the Far East, especially noticeable in the JAR and Sakhalin , where the overall price level according to last year’s ComNews study fell by more than 30%. The secret is again in the business model and the general approach to the tariff policy.
The emergence of mobile number portability (MNP) in Russia also increases competition in the mobile market, as it gives more freedom for subscribers.
Today, there are fewer factors that deter users from changing the operator. After all, it is possible to keep the old number that relatives, friends, and business partners remembered and added to their phone books, but at the same time choose an operator with more favorable tariffs. However, as we predicted, the introduction of MNP in Russia so far is more likely on a “calm” scenario, and only a few percent of all subscribers in the Russian mobile market have used the service. The share of those who made the transition, using the MNP, is still insignificant in order to speak about the significant influence of this factor on the subscriber loyalty to one or another operator and increased competition.
Today, subscribers have become more attentive. It is important to offer mobile services at fair prices. I would like to emphasize once again the need not only to simplify tariff offers for users, but to increase transparency and control of the subscriber’s personal account. The idea of honesty is not only close to all people, but is also one of the key principles of the work of companies in the modern world.
We also realized that nobody remembers the same name for tariffs. But people distinguish tariffs by colors. We decided to do as people would like. So we have simple tariffs, for example, "Turquoise", "Blue", "Orange". The main thing is a price offer, and not a meaningless name on the package. We offer simple and understandable tariffs, which are easy to distinguish from one another and remember. We respect and value our subscribers and do our best to make the use of Tele2 services as comfortable and profitable as possible.