Caution! Hidden income of operators - follow the options “They called you!”, “Who called +”, “Be in the know +” (now paid)



    Over the past six months, the communications market has become very dynamic - mobile operators are increasingly influencing the business of retailers, ( 1 , 2 ), simultaneously starting up price wars among themselves ( 3 ).

    Of course, we, as subscribers, benefit from such a fight “by the hand and heart” - “Yellow” starts selling devices with a free lifetime Internet package , “Red” cancels incoming roaming in the country , and “Green” daughter completely removes national roaming and restrictions on the internet . But there is another side to the coin - “hidden” charges so unloved by subscribers.

    On June 1, the last of the Big Three operators introduced a fee for the option “Who called +”, which informs the subscriber about missed calls during a lack of communication. “Representatives of all three operators refused to say what proportion of subscribers was affected by the changes” ( 4 ), and we at Dr. Tariff decided together with the reader to figure out which of the operators earned more on this. Detailed analytics and methods of dealing with this option under the cut.

    Last time, we calculated how much subscribers of each operator lose on “suspicious” charges. It turned out about 250 rubles per subscriber per year. The three leaders were led by the Green operator, then Yellow and Red. At the same time in the Dr. Tariff for Android and iOSappeared with push notifications of such charges.

    Today we will carry out a similar calculation, but for penetration and pricing for options with information about missed calls. The sample consists of a slice of data for June for 200 thousand smartphone owners.

    Penetration of a paid option


    It turned out that there are a whole zoo of such options:

    Yellow: “Be in the know +”, “Be in the know”, “Be in the know!”, “Be in the know +”, “Be in the know-Caucasus building.”, “Be in course + archive ”;
    Green: “Who called +”, “Who called? (daily subscription fee) ”,“ Who called ”,“ Who called? ”,“ Promotion Who called + ”;
    Red: “They called you!”, “They called you”, “They called you. Russian language ”,“ They called you. English language »



    Subscribers are distributed as follows by the availability and payment options:



    Average prices



    Options prices have about 5 options - for owners of corporate, postpaid, package, regular and archive rates. There are no clear descriptions of the logic of charging for many of these services in the main sections of the operator’s sites. Therefore, we calculated the weighted average price of each option:



    Summary


    This time the “Red” operator won the competition in average revenue from 1 subscriber. If we transfer 4.4 rubles / month from a subscriber to a base of ~ 70 million subscribers, then we get more than 3.5 billion additional rubles per year. I wonder if there is a connection with aggressive behavior in the market lately?



    What can be done?


    First of all, we recommend that you install our Dr. Tariff, which will definitely notify you of the addition of a new option or a "suspicious" write-off. You can also disable them there. USSD commands for disabling options: * 111 * 38 # - “They called you!” on MTS * 581 * 3 # - “Who called +” on MegaFon * 110 * 1062 # - “Be in the know +” on Beeline









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