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Mobile Operators one after the other in August of 2018 returned to its tariffs abolished and a half years ago unlimited Internet. Banks.ru understood why they did it.
...At the beginning of 2017, the mobile operators one after another refused the unlimited Internet on their rates. The necessity of this step are explained by the significant increase in the consumption of Internet traffic and the need to reduce the load on the network. In a particularly awkward situation and got the operator "MTS" with its tariff "Bezlimita", which after the abolition of the social networks jokingly suggested to rename "Limetime".
But it's only been about a year and a half, and unlimited Internet suddenly came back. 14 August 2018 unlimited Internet brought to the market MTS (tariff "Maritime"), confirming its slogan "a step ahead". Right behind him, August 16, unlimited Internet on the ruler of tariffs "Samoa" launched "Beeline". After a short break, August 27, did the same "Megaphone" on the line "join". And finally, on 30 August, "Beeline" introduced a new tariff "Unlim". What's going on? Is the era of "unlimited" is returned?
Digital people won?
the First nl returned to MTS. In a press-service of the operator this step comment: "the Callers are living in a digital environment and don't want to think about limits on the Internet, they perceive them as artificial constraints. Responding to this trend and customers requests, we returned to unlimited Internet. The decision was made on the background of active development of our 4G network and the increased penetration of 4G devices for its shares, the installments and kesbeke in retail MTS. We expect revenue growth from new customers and customers who move from Junior tariff plans. In addition, we launched a special option: "a Lot of the Internet" with unlimited access to the Network. It can be connected on most tariff plans."
Thus, with this move the operator makes it clear to subscribers that is a lot of traffic to expend not scary. And this position, in turn, can provoke the growth of demand for smartphones for Internet surfing and the transition of subscribers with cheap rates are more expensive. That is, the "market response" will actually bring additional benefits to the operator in the form of increased demand for modern smartphones, and the increase in ARPU (average revenue per user).
the Fight for subscribers: to fight the price unprofitable
More recently, mobile operators were struggling subscriber base that is actively reducing prices. In the end, "dovoevalos" to the fact that the price of the connection became very low, and operators were hard to cover their expenses. However, the subscriber base has not changed significantly, all were plus or minus the same. Now it is clear that the "fight price" unprofitable. And how then to fight? The features and services.
the Operator Tele2 increased its share especially in highly competitive new Moscow region and adding new markets: the first proposed exchange minutes to megabytes, the transfer of the unencumbered balances in the package, unlimited social networks and instant messengers. Exactly the same path was followed by MTS, "raising" such darling subscribers unlimited.
"For mobile operators is extremely important share of the market, because the prevalence in this plan saves significantly on costs from the scale of activities (e.g. Federal advertising)," says analyst "Discovery Broker" Timur Nigmatullin. Reduces the ratio of investments to revenue at a constant coating quality, improved profitability due payments of interconnect (the company with the largest market share pays for outgoing calls less than he receives for incoming), etc.
According to Nigmatullina, unlimited mobile "data-rates" have a very strong marketing effect and therefore can significantly change the balance of power in the market. If someone of the players enters them, he quickly starts to increase its market share. Therefore, other mobile operators are anxious to avoid such a situation, and then offer alternatives unlimited tariff.
All ran and I ran...
it is not Surprising that after MTS and other operators "big three" have made similar tariff plans and options in the shortest possible time. Moreover, MTS and "Beeline" is not only expanded an additional option of your old line and created a completely new tariff plans "Unlim" ("Beeline") and "Maritime" (MTS). MegaFon did not bother with the naming, but created including tariffs (e.g. a tariff "jump! Chat Action" and "jump! See Offer"), to which you can join only by purchasing the SIM card. That is, the rates for new subscribers.
...but one didn't run
added Back unlimited everything except Tele2. I wonder why?
"We are closely watching the situation on the market. According to our statistics, bezlimitku are only a few percent of the subscriber base. With almost half of users to tariffs with unlimited Internet consumes no more than 10 GB of traffic. For them, the unlimited plan is, rather, the absence of an additional payment over subscription fees. Remaining create disproportionately large load on the network, downloading torrents, distributing the Internet to other devices. Which in turn affects the quality of service more than 90% of customers", — explained in a press-service of the operator Tele2.
This, of course, does not mean that Tele2 does refuse such possibility. Just step is not yet clearly advantageous, but in any case, expensive.
it Turns out that unlimited Internet need about 10% of subscribers — and not so much in order to spend very much, but rather in order to spend without fear. In addition, for the operator the cost of such a step can exceed the benefits.
"As a rule, unlimited data tariffs is unprofitable for the operators due to the relatively high cost. For example, because of the still low prevalence of 4G gadgets have to offer bezlimita across the entire frequency spectrum. This practice greatly overload the network, especially 3G (by the way, now voice communication is carried out mainly through 3G, and it is fraught with the deterioration in the quality of services in this area). In addition, high competition and falling real incomes do not allow unlimited Internet at a very high price. However, this problem is typical for Russia, high net churn. According to my estimates, it is around 45%: players of the "big four" each year, updates its subscriber base by 35-55%," — says Timur Nigmatullin.
it is a vicious circle: the operators return unlimited Internet one after another, significant spill-over of the subscriber base does not happen, because the "native" operator also launched. While the operators themselves bear the costs of such a move.
Costs are large, benefits are vague
Many market experts look at the introduction of nl as a way of redistribution of the market was very skeptical. The expenses are large and the benefits unclear. And then there's the capital cost of the "law of Spring" and the construction of new networks (LTE and LTE advaced to 5G). Of course, maybe the nl will trigger demand for expensive smartphones and in General, the higher ARPU subscribers. But it's still subprograma.
According to Timur Nigmatullina, in a market where there are four player permanent price wars break out. As a result, some players, and later we all have unlimited calling. Further, operators are faced with deteriorating profitability (especially as the "Spring law" aggravates the situation) and refuse to nl. The net outflow is doing its job, the number of subscribers with bezlimitku in the subscriber base decreases, and the cycle repeats itself sooner or later.
Antonina SAMSONOVA, Banki.ru
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