MTS blog


VASYL LATSANYCH INTERVIEWED BY M&M GLOBAL

среда, октября 21, 2015

Vasyl Latsanych, MTS Vice President for Marketing, met with M&M Global, the leading publication for marketing professionals, in London. He talked about the MTS brand perception, targeting youth audiences and opportunities in big data. Click here to read the article.

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MIKHAIL GERCHUK INTERVIEWED BY MOBILE WORLD LIVE

пятница, сентября 02, 2011

In April Mikhail Gerchuk, MTS Vice President for Marketing, spoke with Mobile World Live, the leading mobile communications resource. Mikhail taked about MTS strategy of offering MTS-branded devices and new market niches MTS is currently exploring. The interview has just been posted at the website. Please use this link to access the video.

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LOSING YOUR PHONE, BUT NOT YOUR MEMORIES

четверг, августа 25, 2011

As we’re out and about on summer vacation we all worry about losing passports, misplacing cameras – or our cell phones taking a dip in the swimming pool. It’s clear that mobile phone loss or theft is a serious concern for consumers. And on top of that, the personal information we keep on our mobile phones is priceless. The MTS research has revealed that 80% of the subscribers are not making backups of the data stored at handsets as they find data synchronization a tiresome experience.  

 

Well, at least MTS customers don’t have to worry about losing memories. Why? Because we have recently launched a new version of Second Memory service that backs up data stored on mobile handsets. The basic version of the service available for free lets users retrieve all their contacts, a more advanced version enables subscribers to recover photos and multimedia files as well. It’s entirely hassle-free since all your data can be restored at the push of a button.

 

The Second Memory is compatible with most of the OS, including Symbian, Windows Mobile, Android, iOS, and is also available for the users of feature phones supporting Java.

 

By offering this safety net for the customers MTS provides a bit more peace of mind for them.



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FOR TRANSFORMERS 3, EVEN MORE MEETS THE EYE IN RUSSIA

понедельник, июля 11, 2011

 

Transformers 3 quickly conquered the box office this weekend but the battle against Decepticons isn’t nearly done in Russia. Through Red Quest, MTS’s award-winning interactive game, over 1.8 million young Russians are finding themselves in the middle of Michael Bay’s latest metal fest.

 

What's Red Quest? It's an alternative reality game in Russia developed by MTS to promote its youth oriented Red Energy tariff plan with unique unlimited options (unlimited calls, unlimited sms and mms, unlimited mobile internet). A scavenger hunt lies at its core, driven by clues and riddles.. In this year’s adventure, participants are tasked with battling the Decepticons, and a critical clue in this battle is contained in the Transformers 3 film. By serving up clues online, offline, through games and now a blockbuster movie, Red Quest may be the largest and most interactive marketing effort in the world.

 

Red Quest is designed to appeal to the critical youth demographic that’s inherently suspicious of traditional marketing. There are 16 million 14 to 25 year-olds in Russia, and MTS has long catered to this valuable customer segment. MTS launched Red Quest in 2010, and its first iteration attracted over 1,040,000 registered users online and offline in 10 cities throughout Russia. Now we’ve got nearly 1.8 million participants registered and the Red Quest app has been installed more than one million times on Vkontakte, our country’s most popular social network, making it #1 among all branded apps.

 

The plot of the first season was simple. The world is in danger. Fraught with natural and man-made disasters, there's a surplus of negative energy. Only the mysterious Source of Unlimited Energy can provide a solution. By joining up as a "Seeker," you complete tasks and gain points to learn the location of the Source of Unlimited Energy. There are two challenges a day and only your mobile phone can unlock the codes needed to get to the next level. In 2011, Seekers are faced with a new threat – Decepticons. On April 12, 2011, the day when Yuri Gagarin made the first human flight in space, Decepticons declared war on the human race. The war is being fought on five fronts:

 

  1. Urban quests in the streets of nine Russian cities with an objective to find Decepticons’ emissaries and seize their “metal hearts.”
  2. Website redquest.mts.ru where new tasks are added every week Tuesday – Friday. The tasks have to be completed offline and the results (confirmation), i.e. photos and videos are submitted to the web site
  3. Red Quest Application in social networks VKontakte and Moy Mir, a social online game where the goal is to stop the online spread of Decepticons
  4. Geolocation app for iPhone and Android phones that enable Seekers to locate and destroy Decepticons
  5. A unique interactive TV show on the national TV channel NTV

 

All these activities are linked by a unified user account. Every participant can gain points for their activities in the project – be it completing online tasks or fighting Decepticons in the online social game. The points received for various actions can then be exchanged for prizes and gifts in a specially designed Red Store, a loyalty tool. And of course, anyone can play Red Quest and gain points but only MTS customers can use these points to receive presents.

 

Two winners of this year’s season will go to Cape Canaveral on a critical mission – they will witness the launch of a spacecraft that will send all of the defeated Decepticons sparks back to space. ..

 

Red Energy users spend 30% more time talking on the phone as other similar users, a key factor in instilling greater loyalty. These subscribers also consume almost 2,5x more data than other subscribers. All of which translates to higher revenues per user (almost +15%).

 

Other interesting stats:

 

  • - 4,250,000 unique visitors to the Red Quest web and mobile sites
  • - More than 1.8 million registered players
  • - Red Quest is the most popular branded app in social network Vkontakte with more than 1,1 mln installations
  • - 85% of the target audience was aware of Red Quest
  • - More than 63% associated Red Quest with MTS

 

Picture from the "teaser phase" where unbranded posters were put up in five cities.

 

 

Commercial for Red Quest Teaser http://www.youtube.com/watch?v=PjzOBToFfaQ]

 

An example of an offline game in one of the cities (Moscow): http://www.youtube.com/watch?v=Z7DjxUtVQkM

 

TV Show teaser: http://www.youtube.com/watch?v=SwB1bUlKts0&feature=relmfu

The web site of the project: http://redquest.mts.ru

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TELECOM WORLD CONGRESS: FAVORITE SESSIONS

пятница, июля 01, 2011

 

Last week I attended Telecom World Congress 2011, where I was invited to speak about infrastructure investment. There are few countries in the world where the topic takes higher priority than Russia, and given that we cross nine time zones, probably no nation where the challenge is more daunting. So it was a privilege to share with global telecom leaders which technologies we’re finding most cost effective, and how we’re managing network capacity through fair usage policies and traffic optimization (see presentation below).

The conference lasted three days, and regrettably I was only able to attend the last one. But I attended some informative sessions and thought I’d share my favorites.

Monetizing Broadband
Karl-Michael Henneking and Jochen Dinger from Detecon gave their insights on the options telcos have to capture shares of the “over-the-top” business. They have highlighted mobile video calling, telepresence services, video game streaming and IPTV as services with a significant revenue potential for telcos. One approach they suggest is locking in customers with a convenient to use platform of services, e.g. with a single set top box supporting a broad range of applications from IPTV and video on demand services to gaming, which eventually establishes a smart hub in customers’ homes. This is an option MTS has already started exploring with a launch of online media portal Omlet.ru with a unique portfolio of thousands of movies from Russian and major Hollywood studios. As demand for the legal video content in Russia grows, we are improving Omlet’s infrastructure, having recently enabled users to store purchased content in the cloud and stream it to devices including PC or Mac computers, smartphones, set-top boxes and TV-sets.

Telecom Operators Role in Convergence
The panel discussion with Portugal Telecom’s Manuel Rosa da Silva and Level 3’s Daniel Sjoberg focused on how telecom operators are becoming key players in the converged world. It echoed the main theme of the conference of how telecom operators are moving away from traditional voice services towards new revenue growth streams. Manuel was very optimistic about our function here. He showed how telecom operators can become more than “dumb pipes” by launching innovative content offerings and leveraging customers’ demand for non-linear multi-screen experience. Again, very much like what we are trying to achieve with Omlet.ru.

Presentation: Looking at the roadmap for future infrastructure investment

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Global telecoms business selects Mikhail Gerchuk for its 2011 40 under 40 list

четверг, июня 23, 2011

 

We are happy to announce that Global Telecoms Business, one of the most respected telecom publications, has included Mikhail Gerchuk, MTS Vice President and Chief Commercial Officer, in its annual list of the most promising telco executives under forty. Mikhail is included in the list for a second year in a row. Previously, Mikhail Shamolin, former MTS President and CEO, and Dr. Michael Hecker, MTS Vice President for Strategy and Corporate Development were listed in this prestigious selection of young industry leaders. The list of the 40 executives under 40 is compiled from submissions made by the magazine’s readers since the beginning of 2011.

Here’s what Global Telecoms Business had to say about Mikhail’s achievements:

"Mikhail Gerchuk holds the responsibility for the development and implementation of the Russian company’s marketing, sales and customer service strategies, as well as realization of overall revenue targets. Gerchuk was promoted to his current role in December 2008 and has developed the commercial and marketing initiatives that enabled MTS to increase market share and maintain growth, and has helped to implement the company’s strategy in the increasingly competitive Russian market."

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MVNO WITH X5 RETAIL GROUP

понедельник, мая 17, 2010
    

Last week we signed an agreement to create a mobile virtual network operator (MVNO) using MTS’ network with the X5 Retail Group N.V., Russia’s largest retailer in terms of sales. X5 will offer its customers special tariffs that they can subscribe to at the Perekrestok and Karusel stores in Moscow and the Moscow region. It is expected that the launch will take place by the end of summer 2010. This is the second project that MTS has concluded as part of its efforts to expand its distribution channels. Previously, in May 2009, MTS partnered with Auchan, one of the world’s largest food retailers, enabling the company to offer its A-Mobile tariff plan through its stores in Russia.

MTS will dedicate a pool of available telephone numbers to the MVNO and provide X5 subscribers with a full package of mobile communications services, including voice communications and standard services such as roaming, mobile Internet, SMS and MMS. Using its own label, X5 will set the tariffs, attract and service subscribers and ensure in-store information support for the offering.
 
X5’s MVNO platform will be automatically linked to the loyalty bonus system of the Perekrestok and Karusel retail chains, enabling subscribers to exchange points accumulated under the loyalty bonus programs for mobile services. The MVNO will have its own website for customer information in addition to a dedicated call center.

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REBRANDING COMSTAR

вторник, мая 11, 2010
Today we announced our plans to offer Comstar’s products and services under the MTS brand by the end of 2011. After the rebranding is completed, MTS will offer a full range of fixed and mobile communication products under the MTS brand throughout Russia, expanding the presence of our brand and leveraging its strength to sell additional products. We will keep the MGTS brand for fixed telephony in Moscow, as it is one of oldest brands in Russia with roots in the 19th century.

The MTS brand has been recognized as the most powerful and valuable brand in Russia for the last three years by the annual BrandZ ranking published by the Financial Times and Millward Brown. Given the popularity of the MTS brand in its markets of operation, where the Company is renowned for its quality of services and its ability to introduce new innovative products and services, it is logical that we have decided to use the MTS brand for our combined services portfolio.

The rebranding of Comstar-UTS will include the gradual phase out of the Stream brand used for fixed broadband and pay TV products. Eventually, consumers in Russia will be able to get a full range of telecommunications services under the MTS brand, including mobile and fixed voice, broadband, pay TV and content and entertainment services. In addition, Stream and Comstar retail stores will be rebranded to MTS, while MTS stores will start offering a range of consumer products from Comstar.

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MTS LAUNCHES OFFICE ZONE BILLING

вторник, апреля 13, 2010

Last week, MTS launched a new service aimed at encouraging business enterprises to adopt mobile communications. The new service, dubbed “Business Territory”, provides special calling rates for mobile communications both within a customer’s office and extending 500 meters from the office location.

Though prices vary by region, in Moscow the service costs 1,200 rubles per month per line, and each line gets 3,000 calling minutes per month. The service is an add-on to current corporate tariff plans allowing enterprises to switch to mobile communications at a price comparable to fixed line. The service should be of particular interest to companies that do not have installed fixed-line telephony, something common among small businesses and non-commercial ventures.

We are noticing that many enterprises are gradually increasing their usage of mobile compared to fixed-line telephony, and we expect the new service to be of interest to over 7% of our corporate subscribers and up to 16% of corporate subscribers who are not yet clients of MTS. According to research conducted by MTS, 42% of surveyed companies would have chosen only mobile communications provided the associated costs were comparable to those of a fixed line service.

MTS is providing a great degree of flexibility with the new office zone billing service. All corporate customers, ranging from small businesses to large corporations, can subscribe to the service and combine it with virtually any tariff plan. Customers can select specific locations for the special zones and can change them in case of office relocation. A company can add the service to as many mobile lines as it deems necessary.

According to the research company ROMIR, at the end of 2009, 49% of surveyed companies in Russia were enterprise customers of MTS.

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RED ENERGY ADVERTISING CAMPAIGN

вторник, сентября 22, 2009


In early September, we launched the new Red Energy tariff, aimed at the youth segment. The ad above is currently running on Russian television.

As part of the new advertising campaign, our marketing team implemented an innovative way to interact with customers, merging the print ad medium and the website, called augmented reality. Application of augmented reality in marketing is still in its infancy, and we are proud to be the first company in Russia to apply it. We have recorded a video with our partners, JWT International and Lemonade Animation, explaining how it works.



Check out the promotional website where you can test augmented reality (in Russian).

Click here for key facts about the Red Energy tariff (in English).

Update October 1, 2009: An article in Mobile Marketer about our augmenter reality implementation.

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