Why MTT “forever” is a step towards SMB-linkagename Belas | 04.06.2020
Telecommunications company MTT 3 Jun officially announced the withdrawal on the market a tool to support S2S segment of the market – mobile apps VDele, free to the city and without
a subscription fee.
App VDele is a virtual PBX on the mobile is important for small businesses and self-employed features: free local number, call control, flexible forwarding,
the ability to record calls, track missed calls, voice mail. In addition to telephony in the Annex there are additional efficiency Analytics for calls, notifications and
conferenceson.
Why MTT has decided to provide free landline and mobile application, do it as many telekomkampen, decided to give use useful for small business application, and
when users “addicted”, translate it for a fee? No, Denis Broad, Deputy General Director of MTT, said this product will be “forever”.
So what’s going to earn MTT?
It seems the company previously conducted a major marketing study that a little later and took it Denis Wide. According to Denis, there is a market for S2S services when self-employed,
professionals, individual entrepreneurs and small teams provide services directly to clients. In 2017, according to the companies MTT, Avito and DataInsight this market was 10 million people.
This is a fairly large percentage of the working population of Russia, the number of orders in this market exceeded 2 billion, and in monetary terms, this market exceeded 5 tlrn rubles, and this is enough
a large sum for the Russian economy.
Produced by MTT VDele product is aimed at this part of the SMB market. This market will be self-employed 3.2 million people, they are considered, in terms of marketing and advertising, the most
“clumsy”. However, studies have shown that half of self-employed however, paying for advertising and all of them are placed in professional venues such as Avito, PROFI.RU, “Julia” and others.
What is indicated by the data of these studies? This is a fairly active market, summarizing we can say that out of 10 million people paying for advertising 4 million, attracting customers. Advertising budget
self-employed is on average 18% of their monthly revenue.
They place their ads on the Internet, on flyers, on radio, in Newspapers, use outdoor advertising. Of course, for self-employed customer engagement is critical and is the most important
component in their work. As can be seen from the chart, 20% is spent on leaflets, 10% on outdoor advertising, etc.
“What’s virtually the only method of communication with the client is possible with this advertising? asked Denis Broad and he himself at him and answered. – As you guessed, to take orders for
the phone is the main channel for the 10 million people who are actively working in this field in Russia.”
According to a company more than 500 million calls are being lost monthly in the SMB segment. This figure is a calculation from year to year, but the proportion of these calls is not growing because of the development of telecommunication technologies. When
the selection of a supplier or contractor for the customer – waiting is a serious problem. If SMB market makes their potential customers to wait, every 15 minutes, the probability that they
sell something, falls by 10%. After an hour wait – the loss is 40%. In 70% of cases customers choose the contractor who first called back. According to the results of two surveys of MTT 85%
respondents have more trust in companies with the city, businesses with local numbers and WATTS get 4 times more calls than those who have only mobile numbers.
One of the key reasons that people miss calls and answer them so long is the difficulty of separating personal and work communications. In most cases, the representative market S2S
use the same phone on which call both the clients relatives and friends.
Then a word took Vladimir Toropetskiy, head of product development Department of a company, he told me what problems arise from a representative of the market S2S (see
next slide).
So for MTT’s is a typical potential customer. During product development VDele company interacted with more than 1,500 respondents, conducted over 50 in-depth interviews, more than 20
different polls, and the stage of development of interfaces, conducted usability testing. The result of these studies was the conclusion that mobile communication has lack of functionality, solutions in the form of
virtual PBX has a redundant functionality. All respondents agreed that the most convenient for them is a mobile application without any complicated settings and it would be ideal for this
the service was free forever. This decision VDele and was developed by MTT, the functionality of it is presented on the next slide.
According to Vladimir toropetskiy, confusion in personal and business communications were all working communication appear in the mobile app and now do not be confused with personal calls
workers. Regarding the choice of local numbers, then according to Vladimir toropetskiy, now the products are available “in 14 of the most popular cities of Russia”, all rooms multi-channel, it is
means that the 2nd and 3rd of simultaneous calls will not be missed. The interface would tell you which calls have not been processed. There is a mode “do Not disturb” and all calls in this case will be transferred to
Voicemail. Call forwarding will redirect the call to mobile phone in case of unstable Internet.
The function call control to distribute the calls between the business owner and employees, and the mode “Conference” will expand opportunities for communication with the team and clients. There is a function
records of conversations. Voicemail records voice messages for all incoming calls after hours. Also added efficiency Analytics calls online.
So when planning to make money MTT’s? According to Ramil Bichurina, commercial Director of MTT, the company offers a totally free urban room. Those customers who
take calls, MTT, as the operator gets money for incoming interconnect, clients, began to use the service, you can purchase additional functionality for the money
such as packages of outbound minutes to any room Russia, and the MTT package has no Statute of limitations, in addition to purchase additional rooms.
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