Couch analytics #247. Why "Beeline" "gives" 10,000 rubles for communication

I put the topic aside last year, as my colleagues say, “salted”, but somehow I didn’t get around to talking about the know-how from Beeline, which allows the operator to solve a number of tasks. Beeline is usually scolded for what the world is worth, primarily for the quality of communication, which many people do not like. And in the past it has been so, but over the past few years, the operator has invested significant effort and money in improving the network, building aggressively, catching up. For example, in Moscow and the region, we can say that in two years the quality of communication has improved dramatically (and this is both a subjective opinion and a number of objective, independent studies). But each of us has our own experience, moreover, often it is an experience from the past, which stretches like a train through years and distances.

A person moves from Gorno-Altaisk to Moscow, chooses a second SIM card for himself, and immediately declares, they say, I don’t need this operator, I’ve had enough, the communication quality is so-so. I am glad that people sincerely believe that operators have the same quality of service throughout the country, although this cannot be even in the most ideal conditions. Somewhere better, somewhere worse. Another thing is when people say that they don't like the approach, others offer something interesting and unusual, but this operator is far behind.

The key problem of Beeline in recent years has been the outflow of subscribers, they increasingly chose other operators, and the painful story continued from month to month. The transition to MNP does not take so long, and many have taken advantage of this opportunity. Usually the reason for switching to another operator is the quality of communication, and not the tariff or cost of services. At some point, a person gets sick that he misses calls, does not have fast Internet, and without any public demarches, services are refused. It is surprising that if you count those who publicly declare that they are tired of everything and they are leaving, there will be an equal number of such people for each operator, this is a kind of information noise. Moreover, as a rule, nothing sensible is hidden behind it, people express themselves and attract attention to themselves. Every week such people write to me, they tell me that they are unsubscribing from me and their legs (as an option, hands) will no longer be in my social networks. Enough! Enough! Some come back to let me know they're gone and make me feel sad about it. Usually such people take on a modest role of expressing thoughts for everyone - "like me, millions think, and they will all leave after me." Something similar happens with operators, and it makes no sense to pay attention to this information noise. Another thing is when the operator begins to lose subscribers and they refuse his services. In a saturated market where there is aggressive competition, such a loss can be very costly even in the short term, not to mention the long term consequences. Look at the results of Beeline for 2020 in Russia, you will see the outflow of subscribers, as well as those who use data transmission. The 8.7% drop cannot be explained by the pandemic alone.

Couch analytics No. 247. Why Beeline

Several times, when discussing the affairs of Beeline with the company's CEO Alexander Torbakhov, I heard the same phrase - "we had big flaws in the quality of the network, we did not invest enough money, but now we have corrected the situation."

The delayed stereotype of perception on the part of users did not make it possible to attract them to Beeline services. In fact, the operator fell into a trap, in the past he attracted new subscribers with the help of marketing, they tried certain services, but were often dissatisfied. And somehow, imperceptibly, the old stories stopped working, it was necessary to change the quality of the network. What Beeline did, even a kind of fetish arose within the company - quality is above all. And if earlier the operator got rid of expensive functions, for example, transferred network service to equipment suppliers, now, on the contrary, it strengthens the technical block in order to independently control all aspects of the business. And be responsible for your mistakes, not the mistakes of your partners. This approach is more expensive, but without it it is impossible to build a quality service.

In the report for 2020, Beeline brought this figure, it shows how quickly the company built its network.

Couch analytics No. 247. Why Beeline

Alexander Torbakhov mentioned in a conversation that they first reversed the downward trend in December 2020, in the first months of this year the situation remained positive for Beeline. Figuratively speaking, Beeline was able to stop the outflow of subscribers, began to recruit a base, and we will see this at the end of 2021. But after all, the stereotype of perception has not gone away, as you can see in the comments under this article, so as not to go far. Wangyu that there will be plenty of comments that this is a Beeline advertisement, the operator is bad, and further down the list. Aggression against "Beeline" is often well deserved in the past, which many people continue to live. What could the operator do to get people to try their services again and maybe stay with him?

Beeline approached the issue with a fantasy and accepted that retailers cannot effectively sell many goods, plus there is competition from MTS, when many positions are discounted from the first days of sales. For many, this is a stalemate from which there is no way out, but Beeline managed to turn weakness into opportunities for themselves.

In 2020, Beeline is launching a promotion when it gives a tidy sum for communication, for example, 10,000 rubles for a whole year. The mechanics of such promotions is always the same, you buy a smartphone, agree to the promotion and receive this money to your account (only for prepaid cards, if there is none or you are not a subscriber, then you are issued a SIM card - but you can refuse) . Did you feel the sweet word “freebie” spread in the air? When Beeline stores offered to simply get a SIM card with money without any obligations, almost no one refused - it's no joke, there are 10,000 rubles on the account that can be spent on something. For example, when buying an iPhone 12 Pro at the start of sales at the end of 2020 and at the same time making a report about the very beginning of sales, I received a SIM card and 10,000 rubles for communication from Beeline.

Couch analytics No. 247. Why Beeline

It was stupid and short-sighted to refuse this gift, after all, this is a whole year of communication. And you can choose any tariff plan, there are also no restrictions. You get a full year of service without any quibbles or small text stars. In addition to flagships, this offer also extended to mid-range models, for example, in the summer you could buy the Galaxy A51 with such an offer, the same 10 thousand with the device.

The economics of such promotions for Beeline is very simple. The company refuses the margin on the smartphone, gives all the money for communication services. It seems Free classifieds in North Kadem that this is a strange logic, but let's remember the competition in the market, the inability of retail operators to sell smartphones expensively, and the puzzle will begin to take shape. Instead of fighting a negative trend, they turned it to their advantage.

Whatever one may say, the "gift" looks meaningful, and many people will use the SIM card. This means that Beeline solves the main problem - it attracts people with free communication and makes it possible to get acquainted with how the network works. This is something that cannot be directly solved with the help of advertising, since there is a stereotype of perception. And such crops are already bearing fruit, as many people begin to change their perception. It is worth paying attention to the fact that such promotions are held in regions where Beeline has improved the quality of communication and coverage, that is, this is a solution to a very specific problem.

For Beeline, such promotions, of course, incur additional costs, and other operators did not rush to repeat them, since it is expensive. Although, on the other hand, the same MTS drives similar money into discounts and achieves absolutely nothing, there is no binding of smartphones to their network, you buy them there and use them with any SIM card. The main thing in these promotions is that Beeline wins time for itself. By attracting subscribers with free communications for a year, the company actually stops the decline in the subscriber base, has time to build and improve the network.

In the reporting, subscribers with a connection donated for a year look like ordinary subscribers, but the operator sees their lifespan, understands how much time he has before people leave. In fact, this is an ideal audience that you can work with and effectively convert into regular subscribers. So, in Beeline they see how they use the SIM card, actively or not, they can predict whether a person will renew this card or refuse it after a year. You can give everyone an individual offer, make sure that a person stays with Beeline. And it's cheaper than spending money on advertising and marketing when SIM card sales are huge but don't convert into regular subscribers.

The fact that at the end of 2020 Beeline was able to curb the fall of the subscriber base, it began to grow, including the merit of this approach. The point of vulnerability is the summer of 2021, when, after last year's connections, an outflow of those who received annual SIM cards will begin. No one can say what this outflow will be, but with the right work with the audience, it can be minimized. Plus, you can create a new wave of connections using similar promotions to insure against such an outflow and remove all negative consequences. Something tells me that this is how everything will happen.

What do I like about this whole story? The answer lies on the surface, the company came up with an extraordinary way to turn all the weaknesses to their advantage. But the main thing in this story, of course, is that the company is building a network and improving the quality of communication, without which all marketing delights are worthless. Since the situation of the past would repeat itself, when people came to the Beeline network, and then left in exactly the same way to other operators. The main thing is the network, and marketing figured out how to create a new tool that simply did not exist on the market before. And this, probably, is also not from a good life, when the old tools simply did not work. I think that all these frills would not be needed if Beeline received sufficient funding for the development of the network, but history does not know the subjunctive mood. But now we have the opportunity to discuss this non-standard move and evaluate it.

You can safely scold Beeline or praise it, the text, by and large, is about something else. About how to come up with a tool in a weak position that will solve a number of problems and be effective. And then "Beeline" played his game one hundred percent, the tool works. These are the inventions that the market will need in the coming years, and for all players.

Couch analytics #247. Why "Beeline" "gives" 10,000 rubles for communication

I put the topic aside last year, as my colleagues say, “salted”, but somehow I didn’t get around to talking about the know-how from Beeline, which allows the operator to solve a number of tasks. Beeline is usually scolded for what the world is worth, primarily for the quality of communication, which many people do not like. And in the past it has been so, but over the past few years, the operator has invested significant effort and money in improving the network, building aggressively, catching up. For example, in Moscow and the region, we can say that in two years the quality of communication has improved dramatically (and this is both a subjective opinion and a number of objective, independent studies). But each of us has our own experience, moreover, often it is an experience from the past, which stretches like a train through years and distances.

A person moves from Gorno-Altaisk to Moscow, chooses a second SIM card for himself, and immediately declares, they say, I don’t need this operator, I’ve had enough, the communication quality is so-so. I am glad that people sincerely believe that operators have the same quality of service throughout the country, although this cannot be even in the most ideal conditions. Somewhere better, somewhere worse. Another thing is when people say that they don't like the approach, others offer something interesting and unusual, but this operator is far behind.

The key problem of Beeline in recent years has been the outflow of subscribers, they increasingly chose other operators, and the painful story continued from month to month. The transition to MNP does not take so long, and many have taken advantage of this opportunity. Usually the reason for switching to another operator is the quality of communication, and not the tariff or cost of services. At some point, a person gets sick that he misses calls, does not have fast Internet, and without any public demarches, services are refused. It is surprising that if you count those who publicly declare that they are tired of everything and they are leaving, there will be an equal number of such people for each operator, this is a kind of information noise. Moreover, as a rule, nothing sensible is hidden behind it, people express themselves and attract attention to themselves. Every week such people write to me, they tell me that they are unsubscribing from me and their legs (as an option, hands) will no longer be in my social networks. Enough! Enough! Some come back to let me know they're gone and make me feel sad about it. Usually such people take on a modest role of expressing thoughts for everyone - "like me, millions think, and they will all leave after me." Something similar happens with operators, and it makes no sense to pay attention to this information noise. Another thing is when the operator begins to lose subscribers and they refuse his services. In a saturated market where there is aggressive competition, such a loss can be very costly even in the short term, not to mention the long term consequences. Look at the results of Beeline for 2020 in Russia, you will see the outflow of subscribers, as well as those who use data transmission. The 8.7% drop cannot be explained by the pandemic alone.

Couch analytics No. 247. Why Beeline

Several times, when discussing the affairs of Beeline with the company's CEO Alexander Torbakhov, I heard the same phrase - "we had big flaws in the quality of the network, we did not invest enough money, but now we have corrected the situation."

The delayed stereotype of perception on the part of users did not make it possible to attract them to Beeline services. In fact, the operator fell into a trap, in the past he attracted new subscribers with the help of marketing, they tried certain services, but were often dissatisfied. And somehow, imperceptibly, the old stories stopped working, it was necessary to change the quality of the network. What Beeline did, even a kind of fetish arose within the company - quality is above all. And if earlier the operator got rid of expensive functions, for example, transferred network service to equipment suppliers, now, on the contrary, it strengthens the technical block in order to independently control all aspects of the business. And be responsible for your mistakes, not the mistakes of your partners. This approach is more expensive, but without it it is impossible to build a quality service.

In the report for 2020, Beeline brought this figure, it shows how quickly the company built its network.

Couch analytics No. 247. Why Beeline

Alexander Torbakhov mentioned in a conversation that they first reversed the downward trend in December 2020, in the first months of this year the situation remained positive for Beeline. Figuratively speaking, Beeline was able to stop the outflow of subscribers, began to recruit a base, and we will see this at the end of 2021. But after all, the stereotype of perception has not gone away, as you can see in the comments under this article, so as not to go far. Wangyu that there will be plenty of comments that this is a Beeline advertisement, the operator is bad, and further down the list. Aggression against "Beeline" is often well deserved in the past, which many people continue to live. What could the operator do to get people to try their services again and maybe stay with him?

10,000 rubles for communication when buying a smartphone - an attraction of unprecedented generosity

I love puzzles and how you can solve complex problems outside the box. It was almost impossible to get people to return to Beeline and try its services with the help of marketing. The operator tried different approaches, but their effectiveness stumbled upon the fact that people no longer believed in advertising, the conversion to SIM cards was constantly falling. During 2020, this even led to the fact that several times Tele2 was appointed operator number three, stating that they had overtaken Beeline in the subscriber base. This did not happen, in 2021 we see the official reporting of both companies. But many sincerely believed that this was about to happen. And this is not only an image blow to the operator, but highlighting all the internal problems that exist and are not being solved.

Beeline came up with a very interesting move, which has become widely used in the operator's own retail. It is important to note here that the retail of any operator is not very effective in selling equipment, the task is to sell SIM-cards first of all, secondly to service them, and only then everything else. Sellers don't know how to sell phones, and this has become a problem, as the economy suffers from this, buyers go to large chain stores, that format looks more advantageous. For example, the same MTS constantly gives discounts on certain smartphones, lowers the cost to the level of purchase prices. And this is the only way to maintain its market share, but does not get much sense from the promotion of SIM cards with such devices, since people do not need additional SIM cards, they already have a connection.

Beeline approached the issue with a fantasy and accepted that retailers cannot effectively sell many goods, plus there is competition from MTS, when many positions are discounted from the first days of sales. For many, this is a stalemate from which there is no way out, but Beeline managed to turn weakness into opportunities for themselves.

In 2020, Beeline is launching a promotion when it gives a tidy sum for communication, for example, 10,000 rubles for a whole year. The mechanics of such promotions is always the same, you buy a smartphone, agree to the promotion and receive this money to your account (only for prepaid cards, if there is none or you are not a subscriber, then you are issued a SIM card - but you can refuse) . Did you feel the sweet word “freebie” spread in the air? When Beeline stores offered to simply get a SIM card with money without any obligations, almost no one refused - it's no joke, there are 10,000 rubles on the account that can be spent on something. For example, when buying an iPhone 12 Pro at the start of sales at the end of 2020 and at the same time making a report about the very beginning of sales, I received a SIM card and 10,000 rubles for communication from Beeline.

Couch analytics No. 247. Why Beeline

It was stupid and short-sighted to refuse this gift, after all, this is a whole year of communication. And you can choose any tariff plan, there are also no restrictions. You get a full year of service without any quibbles or small text stars. In addition to flagships, this offer also extended to mid-range models, for example, in the summer you could buy the Galaxy A51 with such an offer, the same 10 thousand with the device.

The economics of such promotions for Beeline is very simple. The company refuses the margin on the smartphone, gives all the money for communication services. It seems Free classifieds in North Kadem that this is a strange logic, but let's remember the competition in the market, the inability of retail operators to sell smartphones expensively, and the puzzle will begin to take shape. Instead of fighting a negative trend, they turned it to their advantage.

Whatever one may say, the "gift" looks meaningful, and many people will use the SIM card. This means that Beeline solves the main problem - it attracts people with free communication and makes it possible to get acquainted with how the network works. This is something that cannot be directly solved with the help of advertising, since there is a stereotype of perception. And such crops are already bearing fruit, as many people begin to change their perception. It is worth paying attention to the fact that such promotions are held in regions where Beeline has improved the quality of communication and coverage, that is, this is a solution to a very specific problem.

For Beeline, such promotions, of course, incur additional costs, and other operators did not rush to repeat them, since it is expensive. Although, on the other hand, the same MTS drives similar money into discounts and achieves absolutely nothing, there is no binding of smartphones to their network, you buy them there and use them with any SIM card. The main thing in these promotions is that Beeline wins time for itself. By attracting subscribers with free communications for a year, the company actually stops the decline in the subscriber base, has time to build and improve the network.

In the reporting, subscribers with a connection donated for a year look like ordinary subscribers, but the operator sees their lifespan, understands how much time he has before people leave. In fact, this is an ideal audience that you can work with and effectively convert into regular subscribers. So, in Beeline they see how they use the SIM card, actively or not, they can predict whether a person will renew this card or refuse it after a year. You can give everyone an individual offer, make sure that a person stays with Beeline. And it's cheaper than spending money on advertising and marketing when SIM card sales are huge but don't convert into regular subscribers.

The fact that at the end of 2020 Beeline was able to curb the fall of the subscriber base, it began to grow, including the merit of this approach. The point of vulnerability is the summer of 2021, when, after last year's connections, an outflow of those who received annual SIM cards will begin. No one can say what this outflow will be, but with the right work with the audience, it can be minimized. Plus, you can create a new wave of connections using similar promotions to insure against such an outflow and remove all negative consequences. Something tells me that this is how everything will happen.

What do I like about this whole story? The answer lies on the surface, the company came up with an extraordinary way to turn all the weaknesses to their advantage. But the main thing in this story, of course, is that the company is building a network and improving the quality of communication, without which all marketing delights are worthless. Since the situation of the past would repeat itself, when people came to the Beeline network, and then left in exactly the same way to other operators. The main thing is the network, and marketing figured out how to create a new tool that simply did not exist on the market before. And this, probably, is also not from a good life, when the old tools simply did not work. I think that all these frills would not be needed if Beeline received sufficient funding for the development of the network, but history does not know the subjunctive mood. But now we have the opportunity to discuss this non-standard move and evaluate it.

You can safely scold Beeline or praise it, the text, by and large, is about something else. About how to come up with a tool in a weak position that will solve a number of problems and be effective. And then "Beeline" played his game one hundred percent, the tool works. These are the inventions that the market will need in the coming years, and for all players.

Couch analytics #247. Why "Beeline" "gives" 10,000 rubles for communication

I put the topic aside last year, as my colleagues say, “salted”, but somehow I didn’t get around to talking about the know-how from Beeline, which allows the operator to solve a number of tasks. Beeline is usually scolded for what the world is worth, primarily for the quality of communication, which many people do not like. And in the past it has been so, but over the past few years, the operator has invested significant effort and money in improving the network, building aggressively, catching up. For example, in Moscow and the region, we can say that in two years the quality of communication has improved dramatically (and this is both a subjective opinion and a number of objective, independent studies). But each of us has our own experience, moreover, often it is an experience from the past, which stretches like a train through years and distances.

A person moves from Gorno-Altaisk to Moscow, chooses a second SIM card for himself, and immediately declares, they say, I don’t need this operator, I’ve had enough, the communication quality is so-so. I am glad that people sincerely believe that operators have the same quality of service throughout the country, although this cannot be even in the most ideal conditions. Somewhere better, somewhere worse. Another thing is when people say that they don't like the approach, others offer something interesting and unusual, but this operator is far behind.

The key problem of Beeline in recent years has been the outflow of subscribers, they increasingly chose other operators, and the painful story continued from month to month. The transition to MNP does not take so long, and many have taken advantage of this opportunity. Usually the reason for switching to another operator is the quality of communication, and not the tariff or cost of services. At some point, a person gets sick that he misses calls, does not have fast Internet, and without any public demarches, services are refused. It is surprising that if you count those who publicly declare that they are tired of everything and they are leaving, there will be an equal number of such people for each operator, this is a kind of information noise. Moreover, as a rule, nothing sensible is hidden behind it, people express themselves and attract attention to themselves. Every week such people write to me, they tell me that they are unsubscribing from me and their legs (as an option, hands) will no longer be in my social networks. Enough! Enough! Some come back to let me know they're gone and make me feel sad about it. Usually such people take on a modest role of expressing thoughts for everyone - "like me, millions think, and they will all leave after me." Something similar happens with operators, and it makes no sense to pay attention to this information noise. Another thing is when the operator begins to lose subscribers and they refuse his services. In a saturated market where there is aggressive competition, such a loss can be very costly even in the short term, not to mention the long term consequences. Look at the results of Beeline for 2020 in Russia, you will see the outflow of subscribers, as well as those who use data transmission. The 8.7% drop cannot be explained by the pandemic alone.

In the report for 2020, Beeline brought this figure, it shows how quickly the company built its network.

Couch analytics No. 247. Why Beeline

Alexander Torbakhov mentioned in a conversation that they first reversed the downward trend in December 2020, in the first months of this year the situation remained positive for Beeline. Figuratively speaking, Beeline was able to stop the outflow of subscribers, began to recruit a base, and we will see this at the end of 2021. But after all, the stereotype of perception has not gone away, as you can see in the comments under this article, so as not to go far. Wangyu that there will be plenty of comments that this is a Beeline advertisement, the operator is bad, and further down the list. Aggression against "Beeline" is often well deserved in the past, which many people continue to live. What could the operator do to get people to try their services again and maybe stay with him?

10,000 rubles for communication when buying a smartphone - an attraction of unprecedented generosity

I love puzzles and how you can solve complex problems in a non-standard way. It was almost impossible to get people to return to Beeline and try its services with the help of marketing. The operator tried different approaches, but their effectiveness stumbled upon the fact that people no longer believed in advertising, the conversion to SIM cards was constantly falling. During 2020, this even led to the fact that several times Tele2 was appointed operator number three, stating that they had overtaken Beeline in the subscriber base. This did not happen, in 2021 we see the official reporting of both companies. But many sincerely believed that this should happen just about. And this is not only an image blow to the operator, but highlighting all the internal problems that exist and are not being solved.

Beeline came up with a very interesting move, which has become widely used in the operator's own retail. It is important to note here that the retail of any operator is not very effective in selling equipment, the task is to sell SIM-cards first of all, secondly to service them, and only then everything else. Sellers don't know how to sell phones, and this has become a problem, as the economy suffers from this, buyers go to large chain stores, that format looks more advantageous. For example, the same MTS constantly gives discounts on certain smartphones, lowers the cost to the level of purchase prices. And this is the only way to maintain its market share, but does not get much sense from the promotion of SIM cards with such devices, since people do not need additional SIM cards, they already have a connection.

Beeline approached the issue with a fantasy and accepted that retailers cannot effectively sell many goods, plus there is competition from MTS, when many positions are discounted from the first days of sales. For many, this is a stalemate from which there is no way out, but Beeline managed to turn weakness into opportunities for themselves.

In 2020, Beeline is launching a promotion when it gives a tidy sum for communication, for example, 10,000 rubles for a whole year. The mechanics of such promotions is always the same, you buy a smartphone, agree to the promotion and receive this money to your account (only for prepaid cards, if there is none or you are not a subscriber, then you are issued a SIM card - but you can refuse) . Did you feel the sweet word “freebie” spread in the air? When Beeline stores offered to simply get a SIM card with money without any obligations, almost no one refused - it's no joke, there are 10,000 rubles on the account that can be spent on something. For example, when buying an iPhone 12 Pro at the start of sales at the end of 2020 and at the same time making a report about the very beginning of sales, I received a SIM card and 10,000 rubles for communication from Beeline.

Couch analytics No. 247. Why Beeline

It was stupid and short-sighted to refuse this gift, after all, this is a whole year of communication. And you can choose any tariff plan, there are also no restrictions. You get a full year of service without any quibbles or small-text asterisks. In addition to flagships, this offer also extended to mid-range models, for example, in the summer you could buy the Galaxy A51 with such an offer, the same 10 thousand with the device.

The economics of such promotions for Beeline is very simple. The company refuses the margin on the smartphone, gives all the money for communication services. It seems Free classifieds in North Kadem that this is a strange logic, but let's remember the competition in the market, the inability of retail operators to sell smartphones expensively, and the puzzle will begin to take shape. Instead of fighting a negative trend, they turned it to their advantage.

Whatever one may say, the "gift" looks meaningful, and many people will use the SIM card. This means that Beeline solves the main problem - it attracts people with free communication and makes it possible to get acquainted with how the network works. This is something that cannot be directly solved with the help of advertising, since there is a stereotype of perception. And such crops are already bearing fruit, as many people begin to change their perception. It is worth paying attention to the fact that such promotions are held in regions where Beeline has improved the quality of communication and coverage, that is, this is a solution to a very specific problem.

For Beeline, such promotions, of course, incur additional costs, and other operators did not rush to repeat them, since it is expensive. Although, on the other hand, the same MTS drives similar money into discounts and achieves absolutely nothing, there is no binding of smartphones to their network, you buy them there and use them with any SIM card. The main thing in these promotions is that Beeline wins time for itself. By attracting subscribers with free communications for a year, the company actually stops the decline in the subscriber base, has time to build and improve the network.

In the reporting, subscribers with a connection donated for a year look like ordinary subscribers, but the operator sees their lifespan, understands how much time he has before people leave. In fact, this is an ideal audience that you can work with and effectively convert into regular subscribers. So, in Beeline they see how they use the SIM card, actively or not, they can predict whether a person will renew this card or refuse it after a year. You can give everyone an individual offer, make sure that a person stays with Beeline. And it's cheaper than spending money on advertising and marketing when SIM card sales are huge but don't convert into regular subscribers.

The fact that at the end of 2020 Beeline was able to curb the fall of the subscriber base, it began to grow, including the merit of this approach. The point of vulnerability is the summer of 2021, when, after last year's connections, an outflow of those who received annual SIM cards will begin. No one can say what this outflow will be, but with the right work with the audience, it can be minimized. Plus, you can create a new wave of connections using similar promotions to insure against such an outflow and remove all negative consequences. Something tells me that this is how everything will happen.

What do I like about this whole story? The answer lies on the surface, the company came up with an extraordinary way to turn all the weaknesses to their advantage. But the main thing in this story, of course, is that the company is building a network and improving the quality of communication, without which all marketing delights are worthless. Since the situation of the past would repeat itself, when people came to the Beeline network, and then left in exactly the same way to other operators. The main thing is the network, and marketing figured out how to create a new tool that simply did not exist on the market before. And this, probably, is also not from a good life, when the old tools simply did not work. I think that all these frills would not be needed if Beeline received sufficient funding for the development of the network, but history does not know the subjunctive mood. But now we have the opportunity to discuss this non-standard move and evaluate it.

You can safely scold Beeline or praise it, the text, by and large, is about something else. About how to come up with a tool in a weak position that will solve a number of problems and be effective. And then "Beeline" played his game one hundred percent, the tool works. These are the inventions that the market will need in the coming years, and for all players.

Couch analytics #247. Why "Beeline" "gives" 10,000 rubles for communication

I put the topic aside last year, as my colleagues say, “salted”, but somehow I didn’t get around to talking about the know-how from Beeline, which allows the operator to solve a number of tasks. Beeline is usually scolded for what the world is worth, primarily for the quality of communication, which many people do not like. And in the past it has been so, but over the past few years, the operator has invested significant effort and money in improving the network, building aggressively, catching up. For example, in Moscow and the region, we can say that in two years the quality of communication has improved dramatically (and this is both a subjective opinion and a number of objective, independent studies). But each of us has our own experience, moreover, often it is an experience from the past, which stretches like a train through years and distances.

A person moves from Gorno-Altaisk to Moscow, chooses a second SIM card for himself, and immediately declares, they say, I don’t need this operator, I’ve had enough, the communication quality is so-so. I am glad that people sincerely believe that operators have the same quality of service throughout the country, although this cannot be even in the most ideal conditions. Somewhere better, somewhere worse. Another thing is when people say that they don't like the approach, others offer something interesting and unusual, but this operator is far behind.

The key problem of Beeline in recent years has been the outflow of subscribers, they increasingly chose other operators, and the painful story continued from month to month. The transition to MNP does not take so long, and many have taken advantage of this opportunity. Usually the reason for switching to another operator is the quality of communication, and not the tariff or cost of services. At some point, a person gets sick that he misses calls, does not have fast Internet, and without any public demarches, services are refused. It is surprising that if you count those who publicly declare that they are tired of everything and they are leaving, there will be an equal number of such people for each operator, this is a kind of information noise. Moreover, as a rule, nothing sensible is hidden behind it, people express themselves and attract attention to themselves. Every week such people write to me, they tell me that they are unsubscribing from me and their legs (as an option, hands) will no longer be in my social networks. Enough! Enough! Some come back to let me know they're gone and make me feel sad about it. Usually such people take on a modest role of expressing thoughts for everyone - "like me, millions think, and they will all leave after me." Something similar happens with operators, and it makes no sense to pay attention to this information noise. Another thing is when the operator begins to lose subscribers and they refuse his services. In a saturated market where there is aggressive competition, such a loss can be very costly even in the short term, not to mention the long term consequences. Look at the results of Beeline for 2020 in Russia, you will see the outflow of subscribers, as well as those who use data transmission. The 8.7% drop cannot be explained by the pandemic alone.

Several times, when discussing the affairs of Beeline with the company's CEO Alexander Torbakhov, I heard the same phrase - "we had big flaws in the quality of the network, we did not invest enough money, but now we have corrected the situation."

The delayed stereotype of perception on the part of users did not make it possible to attract them to Beeline services. In fact, the operator fell into a trap, in the past he attracted new subscribers with the help of marketing, they tried certain services, but were often dissatisfied. And somehow, imperceptibly, the old stories stopped working, it was necessary to change the quality of the network. What Beeline did, even a kind of fetish arose within the company - quality is above all. And if earlier the operator got rid of expensive functions, for example, transferred network service to equipment suppliers, now, on the contrary, it strengthens the technical block in order to independently control all aspects of the business. And be responsible for your mistakes, not the mistakes of your partners. This approach is more expensive, but without it it is impossible to build a quality service.

In the report for 2020, Beeline brought this figure, it shows how quickly the company built its network.

Alexander Torbakhov mentioned in a conversation that they first reversed the downward trend in December 2020, in the first months of this year the situation remained positive for Beeline. Figuratively speaking, Beeline was able to stop the outflow of subscribers, began to recruit a base, and we will see this at the end of 2021. But after all, the stereotype of perception has not gone away, as you can see in the comments under this article, so as not to go far. Wangyu that there will be plenty of comments that this is a Beeline advertisement, the operator is bad, and further down the list. Aggression against "Beeline" is often well deserved in the past, which many people continue to live. What could the operator do to get people to try their services again and maybe stay with him?

10,000 rubles for communication when buying a smartphone - an attraction of unprecedented generosity

I love puzzles and how you can solve complex problems in a non-standard way. It was almost impossible to get people to return to Beeline and try its services with the help of marketing. The operator tried different approaches, but their effectiveness stumbled upon the fact that people no longer believed in advertising, the conversion to SIM cards was constantly falling. During 2020, this even led to the fact that several times Tele2 was appointed operator number three, stating that they had overtaken Beeline in the subscriber base. This did not happen, in 2021 we see the official reporting of both companies. But many sincerely believed that this should happen just about. And this is not only an image blow to the operator, but highlighting all the internal problems that exist and are not being solved.

Beeline came up with a very interesting move, which has become widely used in the operator's own retail. It is important to note here that the retail of any operator is not very effective in selling equipment, the task is to sell SIM-cards first of all, secondly to service them, and only then everything else. Sellers don't know how to sell phones, and this has become a problem, as the economy suffers from this, buyers go to large chain stores, that format looks more advantageous. For example, the same MTS constantly gives discounts on certain smartphones, lowers the cost to the level of purchase prices. And this is the only way to maintain its market share, but does not get much sense from the promotion of SIM cards with such devices, since people do not need additional SIM cards, they already have a connection.

Beeline approached the issue with a fantasy and accepted that retailers cannot effectively sell many goods, plus there is competition from MTS, when many positions are discounted from the first days of sales. For many, this is a stalemate from which there is no way out, but Beeline managed to turn weakness into opportunities for themselves.

In 2020, Beeline is launching a promotion when it gives a tidy sum for communication, for example, 10,000 rubles for a whole year. The mechanics of such promotions is always the same, you buy a smartphone, agree to the promotion and receive this money to your account (only for prepaid cards, if there is none or you are not a subscriber, then you are issued a SIM card - but you can refuse) . Did you feel the sweet word “freebie” spread in the air? When Beeline stores offered to simply get a SIM card with money without any obligations, almost no one refused - it's no joke, there are 10,000 rubles on the account that can be spent on something. For example, when buying an iPhone 12 Pro at the start of sales at the end of 2020 and at the same time making a report about the very beginning of sales, I received a SIM card and 10,000 rubles for communication from Beeline.

It was stupid and short-sighted to refuse this gift, after all, this is a whole year of communication. And you can choose any tariff plan, there are also no restrictions. You get a full year of service without any quibbles or small-text asterisks. In addition to flagships, this offer also extended to mid-range models, for example, in the summer you could buy the Galaxy A51 with such an offer, the same 10 thousand with the device.

The economics of such promotions for Beeline is very simple. The company refuses the margin on the smartphone, gives all the money for communication services. It seems to Free classifieds in North Kadem that this is a strange logic, but let's remember the competition in the market, the inability of retail operators to sell smartphones expensively, and the puzzle will begin to take shape. Instead of fighting a negative trend, they turned it to their advantage.

The economics of such shares for Beeline is very simple. The company refuses the margin on the smartphone, gives all the money for communication services. Seems, Free classifieds in North Kadem Free classifieds in North Kadem that this is a strange logic, but let's remember the competition in the market, the inability of retail operators to sell smartphones expensively, and the puzzle will begin to take shape. Instead of fighting a negative trend, they turned it to their advantage.

Whatever one may say, the "gift" looks meaningful, and many people will use the SIM card. This means that Beeline solves the main problem - it attracts people with free communication and makes it possible to get acquainted with how the network works. This is something that cannot be directly solved with the help of advertising, since there is a stereotype of perception. And such crops are already bearing fruit, as many people begin to change their perception. It is worth paying attention to the fact that such promotions are held in regions where Beeline has improved the quality of communication and coverage, that is, this is a solution to a very specific problem.

For Beeline, such promotions, of course, incur additional costs, and other operators did not rush to repeat them, since it is expensive. Although, on the other hand, the same MTS drives similar money into discounts and achieves absolutely nothing, there is no binding of smartphones to their network, you buy them there and use them with any SIM card. The main thing in these promotions is that Beeline wins time for itself. By attracting subscribers with free communications for a year, the company actually stops the decline in the subscriber base, has time to build and improve the network.

In the reporting, subscribers with a connection donated for a year look like ordinary subscribers, but the operator sees their lifespan, understands how much time he has before people leave. In fact, this is an ideal audience that you can work with and effectively convert into regular subscribers. So, in Beeline they see how they use the SIM card, actively or not, they can predict whether a person will renew this card or refuse it after a year. You can give everyone an individual offer, make sure that a person stays with Beeline. And it's cheaper than spending money on advertising and marketing when SIM card sales are huge but don't convert into regular subscribers.

The fact that at the end of 2020 Beeline was able to curb the fall of the subscriber base, it began to grow, including the merit of this approach. The point of vulnerability is the summer of 2021, when, after last year's connections, an outflow of those who received annual SIM cards will begin. No one can say what this outflow will be, but with the right work with the audience, it can be minimized. Plus, you can create a new wave of connections using similar promotions to insure against such an outflow and remove all negative consequences. Something tells me that this is how everything will happen.

What do I like about this whole story? The answer lies on the surface, the company came up with an extraordinary way to turn all the weaknesses to their advantage. But the main thing in this story, of course, is that the company is building a network and improving the quality of communication, without which all marketing delights are worthless. Since the situation of the past would repeat itself, when people came to the Beeline network, and then left in exactly the same way to other operators. The main thing is the network, and marketing figured out how to create a new tool that simply did not exist on the market before. And this, probably, is also not from a good life, when the old tools simply did not work. I think that all these frills would not be needed if Beeline received sufficient funding for the development of the network, but history does not know the subjunctive mood. But now we have the opportunity to discuss this non-standard move and evaluate it.

You can safely scold Beeline or praise it, the text, by and large, is about something else. About how to come up with a tool in a weak position that will solve a number of problems and be effective. And then "Beeline" played his game one hundred percent, the tool works. These are the inventions that the market will need in the coming years, and for all players.