The Battle of Moscow: Dumping and Dead Souls Tele2

    Megamind wrote that the Tele2 operator officially launched in Moscow on October 22. On the very first day, thanks to low tariffs and a large-scale advertising campaign, the operator managed to connect 21 thousand subscribers. After 20 days, the number of Tele2 subscribers reached 380 thousand. Dr.

    Service Tariff calculated the losses of the Big Three operators associated with the release of Tele2. Dr. Tariff presented statistics on the transitions of subscribers from VimpelCom , MegaFon , MTS to the Tele2 cellular discounter with the preservation of their telephone number (MNP). Based on the dynamics of connections in Dr. Tariff predicts that Tele2 discounter will receive the first million capital subscribers this year.

    According to Dr. Tariff, approximately 53% of the Tele2 base consists of ex-Megafon customers. 24% of subscribers switched from MTS to Tele2. There were almost 400 thousand of them in MTS. In third place is VimpelCom (the Beeline brand), which currently has “gifted” 21% of the capital base, RBC reports .

    However, the representatives of the "Big Three" had big questions about charging and reliability of connection statistics. It even came to public disputes and allegations of falsification.

    The general director of VimpelCom Mikhail Slobodin on November 11 commented on the results of Tele2:

    Tele2's Corporate Communications Director Kirill Alyavdin retorted the attack:

    Nowhere Below

    In all cities of presence, Tele2 is positioned as a discounter with low compared with the "big three" prices for communication services.

    According to a study by ComNews Research , Tele2 became the cheapest federal operator in Russia in September 2015. Which operator of the Big Three is in second place depends on the profile of the consumption of communication services by subscribers.

    A set of monthly services, when a subscriber calls infrequently (on average 40 calls per month) and sends sms (60 messages), and also does not use the Internet at all, ComNews called “a small basket”. For such subscribers, the cheapest operator of the "Big Three" on average in the country was MTS (107 rubles per month), and the most expensive was Vimpelcom (130.5 rubles per month).

    For subscribers with an average level of use of communication services (about 160 calls, 140 sms and 1 GB of traffic per month), the most profitable operator from the Big Three was MegaFon (251 rubles), while VimpelCom and MTS were more expensive - 300 rubles per month.

    Finally, ComNews Research analysts consider users of the “expensive basket” subscribers who make 300 calls a month, send 225 sms and use 3 GB of traffic. For them, the cheapest was a federal operator "VimpelCom" (317.99 rubles a month), while the most expensive - "Megaphone" (409 rubles), transmit "Vedomosti".


    The head of research at ComNews Research, Evgeny Evdokimenko, emphasized that the study is not about real ARPUs (average revenue per user) of operators, but about the cost of a fixed set of services in accordance with the level of consumption.

    “The study does not stand up to criticism,” says Anna Aibasheva, representative of VimpelCom. Filling the baskets does not correspond to the actual consumption of the operator’s customers: the number of calls, their duration, the number of sms and Internet consumption.

    MTS representative Dmitry Solodovnikov notes that “any research with opaque parameters is created to manipulate public opinion” and may not take into account the real needs of subscribers. He insists that MTS has the cheapest average cost per minute of conversation among the subscribers of the "Big Three".

    The representative of Megafon also called the study incorrect, as it does not take into account the tariff options that are used by most of the operator’s subscribers.

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