The SUBSCRIBER is more expensive than MONEYthe CHANGED ECONOMIC SITUATION has introduced SERIOUS CORRECTIVE AMENDMENTS In STRATEGY of the TELECOMMUNICATION COMPANIES WORKING In BUSINESS - the SEGMENT. To RAISE LOYALTY of the CLIENTS, OPERATORS OFFER THEM NEW SERVICES And SHOW FLEXIBILITY MIRACLES AT DISCUSSION of ANY FINANCIAL QUESTIONS.
HAVING tightened BELTS
After financiers and developers of a consequence of financial crisis began to feel and participants of the telecommunication market. The general director “ the Smart a Telecom “ Andrey Suhodolsky underlines: “ If to compare the fourth quarter 2008 to the third quarter average reduction of a gain on all types of service has made about 10 % “. In 2009, under forecasts of experts of the company “ Peterstara “ decrease in a consumed telecommunication service also will make to 7 - 9 %. Market reduction first of all is connected with partial, and on occasion and personnel mass lay-offs - up to closing of representations and branches of some companies. The same who has not got under this wave, do not hasten to compensate to providers the missed profit yet. A number of the companies already have passed with “ bezlimitki “ on tariffs with the limited traffic. It is even more often stopped no-purpose uses of resources: the interdiction for access to social networks and entertaining portals is put, listings of calls are more attentively studied.
the telecommunication companies in new economic conditions, on the one hand, try to tighten belts more tightly, but thus to save the face and to give to subscribers the maximum package of the complex services, capable to cover all possible requirements of the client for the most comprehensible price. As an example head IT - department “ Knight Frank St.-Petersburg “ Taras Alexanders the decision typing popularity on creation of a uniform corporate telephone system with integration of services of fixed and mobile telecommunication, and also allocated results the Internet - the channel with granting both wire, and wireless access. Participants of the market try to keep the client both any novelties, and additional service, for example, offering on the basis of corporate networks such services, as the Internet - teleconferences, online - meetings and own the Internet - TV. Besides, thanks to modernisation which now occurs at large operators, services become cheaper that also is their conclusive advantage in competitive struggle for the consumer with small providers. As the director for development Marlin Group Sergey Bulavsky underlines, in financial instability the market not the seller, and the buyer where conditions are dictated already by the tenant who in turn becomes more exacting to office tariffs starts to operate.
participants of the market also speak about readiness to go on the price compromise with the client. “ rise in prices and their transfer in standard units - an unpopular measure, also will resort to it communications service providers only at appreciable deterioration of an economic situation “ - tells the Course Daniel, the head of department of marketing and Joint-Stock Company advertising “ LANK a Telecom “. Operators became more attentive to problems of the clients and are ready to solve financial questions on an individual basis. “ if we see that at our client financial difficulties, we try to understand, understand, they are how much serious, and as for a long time. We even are ready to reduce tariffs but provided that we will precisely understand the future of its company " to the certain moment; - Sergey Lagir, the general director of Joint-Stock Company " admits; Severen - a Telecom “. Besides, Andrey Suhodolsky notices that the telecommunication market of a fixed-line telephony throughout two last years worked with the overestimated dollar exchange rate (28,5 roubles for dollar) whereas till September of last year the real course was on 3,0 roubles more low. Earned “ a fat “ on a positive difference of courses, according to the mister Suhodolsky, any time will allow to keep rouble tariffs at former level, without damage to business of the provider.
it is temporarily suspended
Operators admit that not begin to hasten with the further development of the networks and the new projects connected with capital expenses, will be suspended. “ installation of shareholders is quite clear: In crisis of the investment into building will not become, in a current situation it is necessary to pay growing extra means, instead of to do additional injections “ - tells Roman Chernega, the general director of the company “ Ojster a Telecom “. On the other hand, according to mister Chernegi, against the general depression of the market it is very favourable to get other operators for expansion of the infrastructure. And if in megacities it not so is actual, behind their limits where consequences of financial crisis are felt more sharply, now it is a high time for absorption and merges. “ in a today`s situation it where is more favourable, than to build the network in regions “ - mister Chernega underlines. For example, high enough activity in regions show Open Society “ Vympelcom “ (a trade mark “ a Biline “) And Open Society “ Sinterra “ increasing networks behind repartitions of megacities at the expense of acquisition of regional participants of the market. Not so long ago and Open Society “ Rostelecom “ began to show interest to the small regional companies. Mister Lagir does not see anything surprising in the outlined tendency of integration of the market, underlining that during crisis it is normal practice - when one companies feel the ground slipping away from under the feet, others, on the contrary, strengthen the positions. Under its forecasts, process of absorption of local participants of the market just grows.
the interrogated experts consider that the similar tendency will cause further gradual toughening of a competition among the basic telecommunication companies offering to the clients the fullest spectrum of services. “ The companies which complex services render, will always enjoy the big trust at customers as are capable to cover weight of possible requirements, faster to introduce a demanded innovation. In this connection, such merges seem quite logical “ - Alexander`s mister speaks. However, here experts make a reservation: similar absorption will occur most likely not so much for expansion of a spectrum of services, how many for business preservation. To speak about integration of operators for the purpose of expansion and reception of additional profit now it is not necessary. “ to Keep already available client base at falling of profitability of service - here the primary goal for the majority of operators the next year “ - the general director " underlines; OPEN SPACE a Telecom “ Igor Bobov.
“ DAUGHTERS “ Experts WANT IN MARRIAGE
specify that now it is a high time for large operators to look narrowly at affiliated telecommunication structures of city developers, whose financial position leaves much to be desired. For today, according to the mister Bulavsky, participants of the market gradually realise that in many cases “ pocket “ IT - the company is the separate business demanding of expenses at least on administration. “ possibilities of affiliated structure are initially limited in comparison with the large operator. Transfer of duties on object service to the foreign contractor will give to the developer or management company possibility to increase quality of service of the tenants at the expense of attraction of more competent structures and reduction of own costs. Especially this question becomes actual in modern economic conditions when the companies will refuse not profile functions in favour of outsourcing “ - the mister Bulavsky speaks. As he said, in case of concentration on an activity principal view it is possible to raise efficiency of the business to 10 - 15 % a year. Besides, as Dmitry Zolin, the operating partner of company London Consulting and Management Company underlines, the developer, making now the choice in favour of the outsourcing contract, removes from itself such essential problems as necessity of attraction of the highly skilled personnel, to find which not simply. Besides it, necessity for acquisition and support of the telecommunication equipment disappears, and also the complexities connected with observance of requirements of the licence disappear. “ pocket operators and before crisis were not so profitable, and now and for a long time. They cannot render service of the same quality, as the usual operator. To have the services of monitoring of a network it is unprofitable, and even if the pocket operator serves not one object all the same it is not so interesting business “ - mister Chernega agrees with colleagues. The expert underlines that on the general background of depreciation of services, falls and marzhinalnost projects that directly beats under incomes of developers from the “ daughters “. “ In conditions when clients want improvement of quality and new services for the same money, it is required to do certain injections which in a crisis situation are inexpedient in connection with freezing of primary activity of builders “ - mister Chernega concludes.
the HEAD of COMMERCIAL DEPARTMENT SANKT - the PETERSBURG BRANCH of Joint-Stock Company " MAKES comments; VESTKOLL LTD. “ ANDREY SIMONENKOV.
the changed economic situation in the market has concerned all: both communications service providers, and our subscribers, and clients of our subscribers. Aside there was nobody. All of us to some extent we are clients each other - suppliers and users of materials, the equipment, the goods and services. And all changes in business at our clients and partners, in whatever branches they worked, finally are reflected and in us - communications service providers.
under our forecasts, in 2009 growth of connections of new subscribers will decrease not less, than on 10 - 15 % concerning 2008. Flexibility of the operator at work with subscribers will be a determinative. Those companies which can operatively react to changes in business of the clients, can keep and even to strengthen the positions. It is obvious also that on decrease in rates of increase of the market - redistribution of tenants freezing of building of objects of commercial real estate, thus the most probable succession of events will affect territories of existing objects also. Accordingly, the user`s base of the operators working in territory of these or those business - the centre will be redistributed also. We assume that reduction of volumes of housing and commercial building can lead to decrease in expected profit on 15 - 20 %. To avoid these risks it is possible at the expense of input of new services and services, search and introduction of new decisions, active work with existing and new subscribers. During the current year bolshee it is necessary to give attention to work with operating objects of commercial real estate, optimisation of possibilities of existing clients and to development of user`s base in presence points.
taking into account geography of our network is serious enough volume of work. Nevertheless, considerably to reduce volumes of building of communication networks for connection of new objects of inhabited and commercial real estate we do not plan. However thus we have essentially toughened criteria of an estimation of projects in which are ready to invest.
In new conditions it is necessary for operators to work over formation of optimum decisions for the subscribers, proceeding from specificity of their business. To speak about mass decrease in tariffs it is not necessary. Cost of purchase of the traffic and the equipment has promptly grown and continues to grow, in this connection it is necessary to search for other ways of decrease in expenses not to raise tariffs for existing clients. Than all it will end - it is impossible while to tell.
In a current situation many corporate clients cut down the expenses, moving in new offices with the smaller area or smaller rent rates. Some companies plan to organise work of a part of employees out of office (house). At the expense of the branched out cable network and interaction with other operators, we can transfer a telecommunication service to our clients practically to any point of a city and keep telephone number to the subscriber with use of intellectual services.
We count that the considerable part of clients of the telecommunication companies and ours, including, remains in the market and will successfully cope with the difficult period for all.
crisis is not only time of the big risks, but also time of the big possibilities for each of us.