A balloon with MTS advertising flies in Kuskovo estate, Moscow, during celebration of the U.S. Day of Independence.
Photo: Dmitry Saltykovsky
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MTS Adds Simplicity
Russia’s cellular giant, Mobile TeleSystems (or MTS), will change its development strategy after rebranding. Even though MTS acting president Leonid Melamed promised to provide the details only in June, once the document is OKed by the BOD, one of the highlights, the sources said, is adopting a new marketing policy with the emphasis laid on promoting optional services and simplifying the intercourse with subscribers.
MTS will have a new strategy in early summer, its acting president Leonid Melamed told the yesterday’s news conference dedicated to rebranding of telecom assets of AFK Sistema. The key purpose of the strategy, Melamed pointed out, is boosting MTS capitalization from today’s $13.5 billion to $20 billion.
To be more precise, the new strategy will materially simplify the intercourse with subscribers and stipulate promotion of additional services. In line with the new marketing strategy, MTS will narrow today’s range of tariff rates and make easier the remaining parameters.
Russia’s single tariff rate for outgoing calls and SMS will come in force June 1. Another target is to increase the number of MTS sales offices, which is expected to grow from 300 to 545. Moreover, roughly 2,000 exclusive outlets will be launched in partnership with the chains of the cell phones' vendors to service only the MTS subscribers.
Another novelty is launching the image stores in the biggest cities of Russia. The first of them with the area of around 300 sq m opens one of these days on Novy Arbat Str, Moscow.
www.kommersant.com
All the Article in Russian as of May 11, 2006
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