MTS blog


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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NEW DEVICES AT MTS STORES

вторник, сентября 08, 2009

As we have discussed before on this blog, we believe that distribution of exclusive and innovative handsets through the MTS monobrand retail network is key to subscriber acquisition, usage growth and customer retention. For Russian consumers, the purchase of a handset is very much an emotional purchase that we see as being key in strengthening their ties with MTS in order to encourage more loyal behavior. By signing exclusive deals with leading device manufacturers, we will be able to drive greater customer traffic to MTS stores and gain competitive advantage over our peers. Selling handsets through MTS stores will also allow us to customize these phones and pre-install handset-specific software and applications to drive data and content usage.

Over the past couple of weeks, we have launched a number of new phones:


The new MTS-branded phone, MTS 236, is the first device to be sold in Russia under the MTS brand through the partnership with Vodafone. The phone was developed by ZTE for Vodafone. MTS 236 is an entry-level phone, priced at RUB 890 (around $28), that will be offered with a Super Zero tariff.


HTC Hero (promo site: http://hero.mts.ru), the first Android phone to be sold in Russia, is arriving to our retail network this week. For the first month, the phone will be sold exclusively through our stores with an introductory offer of free 100 Mb Internet traffic for three months. The phone features such high-end specifications as multi-touch touchscreen, 3G HSDPA/WCDMA capability, Wi-Fi and a 5 megapixel camera with autofocus. It will be sold for RUB 22,990 (around $733).


Samsung BEATDJ (promo site: www.omlet.ru/samsung), the new flagship Samsung device aimed specifically at music fans. The phone is to be sold exclusively at MTS stores for a month following the launch, and we are offering a few music tracks for free to encourage usage of our online content store, Omlet.ru (more on that in upcoming blog posts). The phone features multi-touch touchscreen, 3G HSDPA/WCDMA access, 3 megapixel camera and a 50 Mb internal storage capacity. It is priced at RUB 14,990 (around $478).

By the end of the year, we will launch more MTS-branded phones that we will deliver through the Vodafone partnership. We aim to continue to offer exclusive flagship devices such as Nokia N97 or HTC Hero in our markets.

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RECENT MTS ADS

вторник, июля 07, 2009

Here are the two MTS ads that are currently airing in Russia - one about the joint launch of Nokia N97 and the other touting summer roaming offers. Check it out!



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NOKIA N97 IN RUSSIA

среда, июня 17, 2009


On June 11, 2009, MTS began selling the Nokia N97 mobile computer in Russia. Of more than 75 countries, Russia became one of the first markets to offer the device.

Based on the strategic partnership agreement with Nokia, the N97 will be initially sold exclusively through the MTS retail chain, as well as Nokia stores, across Russia. To support the introduction, MTS launched a special website to help subscribers familiarize themselves with the device – http://www.n97.mts.ru

MTS has developed a range of exclusive applications for the N97 that includes weather updates, FOREX rates, newsfeeds, blogging tools, maps and dictionaries. These applications will be distributed on a free 2 GB micro-SD memory card to all subscribers purchasing the new phone at the MTS stores.

In addition, we have initiated a joint marketing campaign with Nokia in Russia to promote the device, our first effort in promoting an exclusive device under the MTS brand (an example of a billboard ad can be seen below).

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MTS PARTNERS WITH ZENIT

вторник, апреля 07, 2009

We have recently signed a partnership agreement with FC Zenit St. Petersburg, one of the most successful football clubs in Russia. As the official partner of the club, MTS will provide Zenit with mobile communications services and will participate in various projects aimed at promoting the club.

Zenit has recently become one of the most recognized Russian sports brands, winning both the 2008 UEFA Cup and the 2008 UEFA Super Cup. We decided to become partners with Zenit due to its unique appeal in St. Petersburg and growing presence in the international football community.

MTS has a long and successful history of supporting sports. Most recently, we were the general partner of the Russian Olympic Committee and the official mobile communications provider of the Russian team during the 2008 Summer Olympic Games in Beijing. We have also supported Olympic Committees across the CIS countries where our network is present – in Ukraine, Uzbekistan, Armenia and Belarus.

MTS banners have already appeared at Zenit’s home stadium in St. Petersburg as was evident during a recent game with the Italian side Udinese Calcio in the 2009 UEFA Cup competition (http://www.uefa.com/competitions/uefacup/fixturesresults/round=15287/match=304837/index.html):

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100,000 UKRAINIAN USERS OF MTS CONNECT

вторник, апреля 07, 2009

In Ukraine, MTS has been offering a mobile Internet access solution MTS Connect 3G on high-speed CDMA 2000 1хEV-DO Rev.A network since late 2007. We would like to share some interesting stats about the uptake of the service, which has proven to be very popular in a country with very limited fixed broadband penetration.

As of today, our network is available in over 150 cities and communities across the country, effectively covering all the major population centers. At this point, we are no longer focused on expanding the network but rather on increasing its capacity to account for data traffic growth.

Over 100,000 people became customers of our high-speed network since October 2007, and the popularity of the service has been steadily growing over time. The peak of subscriber additions occurred in December 2008, when over 1,000 new users joined the service daily due to the increasing awareness of the service and attractive holiday offers.

Subscribers of MTS Connect in Ukraine increased their traffic usage by an average of 130% a month in 2008.

Perhaps not surprisingly, MTS Connect is especially popular among younger users: 39% of our customers are between ages 16 and 24, and 32% are between 25 and 34. The service also proved to be more popular among men – 68% of subscribers are male.

Here is one of the latest ads promoting MTS Connect in Ukraine:

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Recent Tweets

Follow me, Josh Tulgan, MTS Director for Corporate Finance and Investor Relations, on twitter

Twitter октября 17, 10:23
Alexey Kornya, CFO: Russian #telcos take advantage of a less stable banking system to push new #fintech products https://t.co/T1RAwumrZd

Twitter октября 17, 10:16
MTS Belarus continues expansion of LTE network https://t.co/VpQJ2QdG5R

Twitter октября 12, 17:27
$MBT Alexey Kornya, CFO: We need fancy new products to charm customers. https://t.co/PMUDTXpduF

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$MBT named the Brand of the Year by 2017 @WorldBranding Awards.

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