Rus News Journal

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Operators have begun New Year`s actions

the Russian operators of cellular communication have started to prepare for New year which traditionally is considered the most successful time for attraction of new subscribers. Yesterday the first Prenew Year`s action has started Vympelcom and in the afternoon before some celebratory offers has made to subscribers the Megaphone of Severo - the West . The end of month to competitors promises to join and MTS. Experts name such actions a habit giving only imidzhevyj, instead of financial effect.

to subscribers of a network a Biline it is offered to participate in the Prenew Year`s action in which frameworks of a word will be to turn to gifts and the main prize - tourist travel is promised to the winner. In such a way Vympelcom expects to convince the subscribers to speak more. A day before Vympelcom The action with gift minutes in Severo - the Western region has started the Megaphone the separate initiative plans and the Megaphone - Moscow . we do not prepare the Uniform federal program - has explained daily a press - the secretary the Megaphone Marina Belasheva.

Operators are assured of necessity of such actions. during New Year`s time it is possible to connect twice more than new subscribers, than on the average for a month within a year, therefore all operators carry out such actions, - Ekaterina Osadchaja, the manager on public relations " has told daily; Vympelcom . - In 2004/ to 05 year before New year a Biline has carried out the action Free minutes following the results of which 5 million new subscribers were connected. And in 2005/ to 06 year at us there has passed the action Mobile vampires yielded very good results in key regions for the company. 3 million subscribers participated in it, from which about 2 million new. Following the results of the action From a gift you will not escape the income malogovorjashchego has increased by one six times .

the User`s base involved during New Year`s campaigns, is extremely astable, outflow of New Year`s connections occurs in March and makes 20-50 %, and every year this share grows. If earlier New Year`s actions were spent for connection of really new subscribers which remained with the company and further, now they bear more likely imidzhevuju aim - once again to remind of itself to subscribers on a positive information background - the senior adviser iKS - Consulting Margarita Zobnina believes.

New year really gives the chance to operators to receive new subscribers. However, the effect from such actions in the past was short: to 90 % SIM - cards it has been thrown out in 2-2,5 months. For example, two years ago MTS aspired to show huge inflow of subscribers and carried out the action in which frameworks at purchase of one SIM - cards the second stood out free of charge and as a result has been thrown out by the majority connected - leading analyst Mobile Research Group of Eldar Murtazin is assured. As he said, now times have changed: now it is accepted to be measured not by the size of user`s base, and the income of one subscriber (ARPU), the average traffic on one subscriber (MOU) and average expenses for attraction of the subscriber - these parametres strongly influence a financial position of operators. that fact testifies to it that after the announcement of outflow from a network a Biline 300 thousand mobile vampires quotations Vympelcom at a stock exchange not only have not fallen, but also, on the contrary, have grown: investors understand that silent subscribers only spoilt the financial reporting. Therefore all promo - actions are directed now on that not only to entice subscribers at competitors, but also to keep them. All actions this year will be fastened on the remote benefit that the subscriber used the operator at least half a year when the second prize " is promised to it; - considers g - n Murtazin.

However, seemingly, that - cards operators completely are not ready to refuse practice of distribution SIM yet. the help service of MGTS rang round yesterday apartments of Muscovites with the offer to approach in the nearest office of MTS and to take free a box with the complete set of this cellular operator, having connected to tariff RED - the analyst on telecommunications Mobile Research Group Sergey Potresov has told daily. In a press - to MTS service daily have explained that the company plans to start New Year`s actions in the end of November or the beginning of December.

JULIA LJU