Smartphone for a ruble. Smartphones for a ruble or free cheese How it works

MGTS company invited its customers to take a smartphone Samsung Galaxy J2 Prime in interest-free installments for two years, but as part of connecting to services cellular communications, home internet and TV.

In fact, the user receives a smartphone for free, but the subscriber must use the operator’s services for two years, namely, connect to a cellular tariff Smart Non-Stop, home internet And digital TV.

Smart NonStop tariff includes 20 GB mobile internet, 500 minutes voice calls And 500 SMS to all networks in Russia. As part of the home Internet, the subscriber will receive unlimited access to the Internet at speed 200 Mbit/s. And within home TV - 131 channel and free rental of a TV set-top box.

The total cost of the package will be 950 rubles per month, which is equivalent if the user connects to each service separately on the company’s website. However, the benefit within the promotion “Smartphone for 1 ruble” obvious - using the same services of the company, the subscriber will receive samsung smartphone Galaxy J2 Prime is absolutely free.

The market value of the model is 7999 rubles. After two years, the device becomes the property of the client. If you refuse any of the services or change the tariff plan to any service included in the package, the smartphone rental will be 349 rubles per month for two years, after which the smartphone will become the property of the subscriber. Upon termination of the contract, the residual cost of the smartphone must be returned: 7,990 rubles minus the number of months of using the device, multiplied by 349 rubles.

Dmitry Kulakovsky, Director of Marketing and Business Development of MGTS:

"Offering a modern multifunctional smartphone for just a ruble, we first of all let our clients experience the full range of possibilities of modern telecommunications services. The Samsung Galaxy J2 Prime model we have chosen meets the daily needs of the average Muscovite, and the connection conditions make our offer as profitable as possible. In the future, we plan to expand the line of subsidized equipment, providing the client not only with new opportunities, but also with a choice of gadgets.”

This proposal is aimed primarily at Moscow families: the Internet at the same time as different devices Can be used by several people mobile traffic and the included minutes will be enough for the most active user mobile communications in the family, and modern smartphone Samsung Galaxy J2 Prime is suitable for both children and adults.

Basic Samsung specifications Galaxy J2 Prime:

  • 5" diagonal screen
  • main camera 8 MP,
  • front camera 5 MP,
  • operating room Android system 6.0 Marshmallow
  • two SIM cards with 4G support,
  • 4-core processor with a frequency of 1400 MHz.

In Europe, selling subsidized smartphones with a contract from a specific operator is a common practice. The user receives a smartphone at a reduced price and at the same time pays a lower monthly cost for communication services and partially returns the cost of the smartphone. So mobile operators bind new subscribers for a long time.

About the promotion - subscribers are offered to receive a Samsung Galaxy J120 smartphone for just one ruble when connecting to a certain tariff. Today we will talk about how it works, what results it can bring and how to implement such a project without errors.

Why does the operator need this?

To get a smartphone for such favorable conditions users will have to connect converged MGTS tariff. It costs 700 rubles per month and allows you to receive fixed Internet access at a speed of 150 Mbit/s, 20 GB of mobile traffic and 500 minutes of calls. After two years of using the services, the phone becomes the property of the owner.

Moreover, if the user decides to refuse part MGTS services or change the tariff, he will have to pay extra for using the smartphone 349 rubles per month until the end of two years. If the contract is terminated completely, then it is necessary to return the residual cost of the smartphone - 7990 rubles (on the Market the average price of a device is approximately 6900 rubles) minus the number of months of use multiplied by 349 rubles.

MGTS representatives stated that in the future the lineup devices offered under similar conditions can be expanded; the company plans to sell “tens of thousands of smartphones.”

Vedomosti journalists talked to experts who reported that the average “lifespan” of a broadband subscriber in Moscow in the provider’s network is 28 months, with the churn rate being about 20%. They are sure that MGTS share will increase the service life and reduce churn, including by “poaching” subscribers from other operators.

How it works

Tariffs that include services and equipment - as in this case, Internet access and calls for 700 rubles and a smartphone for 1 ruble - are called contract tariffs. In such cases, the cost of the equipment is included in the subscription fee, and the subscriber undertakes under the contract to pay it on time within the agreed period. Previously, we talked about the advantages of such tariffs using the example of equipment issued by operators as a gift. Let us list the main points again.

So, the idea of ​​contract tariffs is simple: in exchange for preferential connection conditions, the subscriber undertakes additional (compared to regular tariffs) obligations regarding payment and the period of use of the services. No one will just give him anything, so in exchange for preferential terms, the subscriber undertakes to continuously use the operator’s services for a certain time, and if the payment terms are violated, penalties are charged.

The use of contract tariffs allows operators to solve several problems at once:

  • Reduce entry threshold. In many cases, subscriber equipment is not cheap - smartphones, set-top boxes digital television and so on. The contract tariff allows the operator to expand its base potential clients, and subscribers do not have to immediately pay a large amount when connecting.
  • Increase ARPU. The actual cost of the equipment is included in the amount monthly payment for services, which in the contract tariff are usually higher than in the tariff without receiving equipment. As a result, over the term of the contract the operator not only returns the costs, but also turns a profit. In addition, after the end of the contract subscription fee does not change, and a significant part of subscribers will simply forget to change the tariff - so for some time customers will actually continue to pay for equipment that has already paid for itself.
  • Subscriber retention. To disconnect from the operator on a regular prepaid tariff, you just need to stop paying. As a result, it is easier for a subscriber to disconnect than to continue using the services. This is not the case with contract tariffs - here you need to either return serviceable equipment to the operator or pay for it. It seems that this is simple, but for most subscribers this condition will become an insurmountable obstacle, and they will continue to pay. Only the most dissatisfied will go as far as termination.

If we look at the MGTS case in more detail, the mathematics will look something like this. For a smartphone, the subscriber will end up paying approximately 350*24=8400₽ - purchasing Wholesale price for such devices should be approximately 5000-5500₽. Quite acceptable figures, even taking into account the cost and risks of a two-year installment plan.

In addition, the operator with a new tariff will be able to attract new subscribers to the MVNO project, and will also be able to reduce the outflow of broadband access users among those connected several times. Open data on MGTS outflow to open access, of course not, but based on our experience we can assume that from the market average of 25% of the subscriber base per year it will drop to 5-8%.

This means that MGTS will not need to compensate for losses from quickly disconnected subscribers at the expense of loyal customers. As a result, the operator will be able to have a good margin while maintaining attractive prices. In the case of a package tariff with a smartphone for a ruble, the operator draws the attention of users that they can save “up to 15 thousand rubles per year”: 8,000 rubles on the purchase of a phone, and about 7,000 rubles on communication services.

Thus, even in the conditions of fierce competition in Moscow, competent marketing allows the operator to achieve good results and even increase its subscriber base by “pulling” users from less flexible companies.

What does it take to be “like MGTS”

Contract tariffs are beneficial to the operator - if implemented correctly. The main task of the company is to monitor the subscriber's fulfillment of his contractual obligations. Only if users comply with the terms of the contract (that is, pay in full and on time), will it be beneficial to the operator.

When we were faced with the task of implementing contract tariffs in our Hydra billing, it turned out that solving it was not at all as easy as expected. It turned out that there are many pitfalls and boundary issues: for example, it is necessary to be able to correctly handle cases of warranty replacement of equipment, or a subscriber switching to a more expensive tariff plan, replacement of equipment with more expensive ones, early termination of the contract, and so on.

Any company that decides to implement contract rates on your own. It will be difficult to avoid mistakes along the way, and therefore it makes sense to use billing solutions in which such functionality has already been tested by other operators.

The most popular online store AliExpress hides many secrets on how to buy household appliances, gadgets and accessories for literally one ruble.

We figured it out, and now we'll tell you. The main thing you need to do first is install it on your smartphone mobile app AliExpress [download from the App Store] and register in it.

What is the advantage of the AliExpress iPhone app?

Honor 7C. For rational students

A people's smartphone that boasts a nice 5.7-inch IPS display protected by 2.5D glass, dual camera, NFC module, 3.5 mm audio jack and tray for placing two SIM cards and microSD.

The device works under Android control Oreo coupled with the proprietary EMUI 8.0 shell.

Doogee X53. For picky students

An excellent budget solution.

The smartphone boasts a normal design for its money, a simple but large 5.3-inch display, a slot for two SIM cards and a dual camera.

ZTE Blade A2S. For those who need fingerprint security

Elegant smartphone with a large 5.2-inch display, fingerprint sensor on back cover devices. The heart of the smartphone is the powerful eight-core MT6753 chip.

Meizu M6T. For those who want to buy the hottest fashion news of 2018

The device may surprise you durable housing made of polycarbonate, a large 5.7-inch display with an aspect ratio of 18:9 and a fingerprint scanner.

The camera in the smartphone, as it should be in 2018, is double. The main module has a resolution of 13.0 MP and a lens with an f/2.2 aperture.

Xiaomi Redmi 6A. For selfie lovers

One of the best budget solutions On the market. With a normal 5.45 inch display with an aspect ratio of 18:9, an adequate 13 MP main camera and 5 MP front camera. Thanks to the latter you can make it cool portrait shot, a whole set of filters and a special Beautify mode will help with this.

The smartphone itself runs Android 8.1 with the proprietary MIUI 9.5 shell.