Orange rebranding all over the place

Company OSMP well marked its marketing activity from the competition, last Tuesday announced the rebranding. Already, 70,000 payment system terminals installed throughout the country will shelter the kiwi bird, which has become a symbol of the new brand - QIWI . The recognition of QIWI “machines” among the countless counterparts of other systems should increase. And the reason why people will carry their bills precisely in their gut will be the opportunity to pay with their help a variety of services: from the usual mobile communications to fines and taxes.

Over the past few months, several pilot projects have been carried out in Moscow, within the framework of which, through a limited number of terminals, it was possible to pay traffic police fines, buy theater tickets (the musical “Mamma Mia!”) And a train. The OSMP experience seemed successful, and now, by the end of the year, all these innovations will be available through each terminal.

In an interview with RBC-TV, OSMP President Andrei Romanenko said that the existing fleet of terminals operates only at 50% of its capabilities. This means that without adding new points, it is theoretically possible to double the turnover of the payment system - if only people would carry money into it. However, payments for cellular communications - the main source of injections into the system so far - already go through the terminals by 95%, so it became impossible to expand at the expense of it.

For this, new areas of work are being introduced, which, of course, in terms of the number of transactions, it is unlikely that they will ever outstrip payments for communication, but in terms of volume they can easily be compared with them, since the same housing and communal services, for example, are much more expensive than the average resident of the country spends to the connection.

The new brand is intended to draw the attention of the population to the new capabilities of the terminals. The brand will also apply to the system of payments via the Internet and via mobile phone.

Half a million euros were spent on developing the brand, its promotion in the first two months will cost the company about $ 1 million. Promotion will be through advertising in the subway and on accounts for utilities and Mosenergo services, promotions in universities and shopping centers, etc.

The main competitor of OSMP, CyberPlat, declined to comment on the launch of the QIWI brand, citing its corporate policy.

To access the system through any interface, the user is invited to create one account in which he can keep a history of past payments and plan future ones.

To the request to talk about the technical details of the system, it was not possible to get a clear answer from OSMP. By the way, the lack of forces on the front of public relations has clearly become a weak point of the company's rebranding. We wish them to rectify this situation as soon as possible.

Micropayments are an extremely promising line of business. And their development around the world has traditionally been taking place in an atmosphere of support from both users and government agencies. In this light, OSMP investments in the brand look more than worthwhile and quite timely. Especially against the background of rather dirty methods of competition of payment system market players in Russia, with the virtual absence of business communication with their customers - millions of people in the country.