Russian mobile majors seek client loyalty on tight market

Russian mobile majors seek client loyalty on tight market
By bne IntelliNews July 24, 2018

Russian mobile MegaFon has launched a personalised big data analysis based bonus and discount application, which proposes better tariff plans, third-party services and coupons, bonuses, cashbacks, and other perks to its subscribers, Vedomosti daily said on July 24.

This is in line with the general trend of a saturating market with low inflows of new subscribers. Vedomosti reminds that previously another operator Vimpelcom (VEON) provided similar services.

Subscribers of T2 RTK Holding (joint venture of Tele2 and Rostelecom) also benefit from personalised offers, as well as an option of independently tuning the tariffs. MTS mobile operator employs big data analysis for both tariff mix and smartphone purchase proposals for its clients.

Analysts surveyed by Vedomosti note that MegaFon adding a similar service could mean bracing for aggressive marketing and promotions from the competitors in the second half of 2018. In the first quarter of the year, all of the Russian mobile majors posted improved results from domestic operations.

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