Beeline brand update. By your side Understanding the details

We talked about the fact that Beeline will renew its brand the other day, but now is the time to talk about what happened and why the operator needs it. The first thing that surprises is that from now on "Beeline" is written as "beeline", which should be a democratic approach to all users.

Let me remind you that the previous logo looked massive, it was created in 2004, and appeared in April 2005, when the company moved away from the image of a SIM card with a bee in its logo.

To say that it is unusual is to say nothing. We are somehow used to the fact that the names of companies look the same, everyone is trying to shout in the face, to speak out. The larger the logo, the more interesting, according to designers. This is what Beeline was like until recently, now it is calmer, it should not be so conspicuous, occupy all your space. It is interesting that in many ways this positioning grew out of family tariffs, which Beeline once launched first on the market. People noted that they did not want flashy advertising, including bright, conspicuous images. Pay attention to how many brands around us go exactly the opposite way, they make logos even bigger, even more noticeable. "Beeline" in 2005 subtly felt this trend, became a trailblazer for the entire market, and not just telecom. Now - a new trend that the company considered and embodied in positioning.

From world experience, I can recall the change in the spelling of Mastercard in 2016, when the payment system came to writing its name in one line.

In 2021, mastercard completely abandoned the logo from its own name, as it wants the picture to speak for itself. In Russia, in electronics, one can recall the realme brand, which also positions itself in a similar way, wants to be as close to the consumer as possible.

Reality and prospects of the IT professions market

What professions are the most popular and highly paid?

Review of the smartphone Samsung Galaxy A22s 5G (SM A226B/DSN)

A niche smartphone with 5G support for minimal money - it's not even on the Samsung website, but it's sold in Russia. Compare with Galaxy A22 - is it worth the money?

Kia Picanto test. The last of the city cars

Somehow imperceptibly, almost all compact city cars left Russia, which replaced compact class sedans and liftbacks like Hyundai Solaris and Skoda Rapid. There are always two real city cars left on our market, this is the hero of our material Kia Picanto and Chevrolet Spark, along with its counterpart under the Ravon brand.

TCL TW30 MoveAudio S600 TWS headphones review

Any decent smartphone manufacturer is bound to offer their own TWS headset with them. So TCL introduced in December on the Russian market not only a flagship smartphone, but also a flagship headset. Let's see what happened ...

Let me digress. In discussions of the rebranding, Beeline constantly came across several thoughts:

  • Why is this necessary, again they will spend billions for nothing, it would be better if they did something;
  • No matter what they come up with, I still don't like them.

Information noise in the most unpretentious execution, and it does not matter at all what exactly is said here. It's like trying to prove something to an opponent of vaccination, in most cases he simply doesn't hear you and it's impossible to get through to the mind. The change in brand positioning reflects the processes that take place in the outside world, how companies adapt to them, how they see themselves in this world. Someone considers it a fashion, in principle, you can argue like that. After all, a small number of people wear the same style throughout their lives, we try to diversify our wardrobe. A cosmetic or major renovation for an apartment or house is another example that comes to mind. And in each case, it is a reflection of our taste and what we like.

In Beeline, due to underfunding of the network development, problems arose a long time ago, then they began to accumulate and at some point turned into chronic ones. For several years, the operator has been raking them up step by step, and doing this in a permanent crisis in the market, difficult business conditions and the lack of endless resources. The operator, for objective reasons, lost subscribers, people left for other companies, and it seemed impossible to stop the outflow. Nevertheless, since December 2019, Beeline has been able to achieve the main thing - to stop the fall and start slowly growing with new subscribers. Almost a year later, when this trend remains positive for the company, the evolution of the brand is started, it should reflect how Beeline sees itself.

The slogan “Live on the bright side” is an attribute of another time, when we were literally sold behavior models - to be bright, interesting, fashionable and the list goes on. The evolution of the slogan was interesting, there is continuity. But what does "On your side" mean?

This is exactly what Beeline CEO Alexander Torbakhov was talking about when he joined the company in 2020 - a client-centric approach, a person should be at the center of the operator's universe. Ordinary people, each of which is similar and unlike others, with their own character traits, problems and desires. I involuntarily paraphrased the lines of the press release, but what can you do if they hit right on target.

The changes are fundamental, they will reformat what will distinguish the operator from other companies. In the center they put ordinary people who talk about their ideas. Do you know what best characterizes these changes? Beeline made a film about changes in the brand, it was unimaginable five years ago to imagine that there could be a person with a sandwich biting off a doctor's sausage in the frame. Perhaps, for me, this visual component has become the strongest emotional moment that shows the changes in the "beeline".

Here you can endlessly ironically that now chewing people is the norm, where is the aesthetics, but the essence is different. We are living people, we have our shortcomings, and the fact that an artificial, glossy world was created around us is beyond doubt. They tried to turn living people into a beautiful picture that could not exist in life, since it was completely false. And what Beeline is trying to show in its approach is different, life as it is. The move is strong and winning, even though many may not realize its prospects at the first moment.

I remember Beeline before the arrival of Alexander Izosimov, in some ways a family company, business was important, but secondary. Everything grew by leaps and bounds, everything was a first for many. Then it was easy to get to Boris Zimin and exchange a few words with him, it is impossible to imagine this today for any operator.

The operator has become part of a new landscape and a completely different country that was taking shape before our eyes. Today, Beeline wants to become a part of the life of ordinary people again, not to draw fairy-tale castles, but to be near. It will turn out or not, the question is open, it all depends on the measure of sincerity and how people working at Beeline perceive and accept the evolution of the company. I think that the chances for this are good.

ASUS Zenbook Vivobook 14 OLED. The most affordable OLED screen!

A laptop with an OLED screen that will still be relevant in 5 years.

Samsung Galaxy A22 (SM-A225F/DSN) review

A model for 18 thousand rubles, which has become adequate in terms of price / quality ratio. AMOLED screen, which is unusual for this money, AoD and other characteristics.

New items of the month: 5 main smartphones of January

Second tier flagships from Samsung, Sony, OnePlus and Honor. And the new Xiaomi Redmi Note 11 Pro!

Review Honor MagicBook 15 (2021) on AMD Ryzen 5500U

Performance laptop with excellent value for money.

It is also not worth perceiving the evolution of the approach as accepted for centuries. Simultaneously with the visual change, the company's website is changing, the My Beeline application has also been radically redesigned. In the near future, the application will be updated in the Play Store and App Store, so you can see for yourself what has changed and how.

It was possible to immediately launch a new tariff line, but only one new offer appears - the tariff-constructor “Your decision”. I will quote the press release

“Your Solution” gives you a choice of minutes and GB packages of various sizes, unlimited messengers included in the monthly fee at the tariff, as well as the ability to additionally connect SMS packages, unlimited calls within the Beeline network and unlimited traffic to social networks, video - and music streaming services (including separately for each service).

In addition, all subscribers of the Your Solution tariff plan have access to the Beeline TV service with at least 20 popular TV channels, as well as Hollywood and Russian movie premieres in a partner subscription - all of which are available for viewing on smartphones, tablets, computers or smart TVs.

By the end of the first month of using the new tariff, each subscriber who has activated Your Solution will receive a personal tariff configuration proposal based on their current needs for communication services.

The tariff-designer is known for the same Yota, there is no particular novelty for the market. This is a combination of different proposals, but what I personally like is the care with which this solution is brought to the market. Slowly, step by step, without the traditional desire for our country to demolish everything to the ground and build a new beautiful castle of the future. The renewal of the Beeline brand looks approximately the same, evolution without the desire to reject everything that was in the past, because there is both good and bad.

I managed to talk about a lot of things with top managers of Beeline - about what rebranding means for them, how the company is changing from the inside. In the future, I will tell you in detail about some moments that pleased me, but I will take out of context the words of Svetlana Kirsanova, Executive Vice President for Retail Business. Discussing retail and how it will change due to brand renewal, I heard a couple of important things. Product development within Beeline was often carried out with a planning horizon of a quarter! As an outside observer, I can confirm that this is exactly what happened: it worked out - it means it worked out, if not, then we go further and come up with something else. Now everything is slowly but surely changing, the long-term result is important. For example, Alexander Torbakhov believes that retail stores should be focused not so much on the sale of goods (it remains important), but on servicing customers, helping them with their problems. In the current model, this is an almost impossible task, the same sales assistant must understand technology, be able to sell, and at the same time delve into tariff options, settings, and so on. The universality of such a seller is a myth, either one or the other he does badly. As a result, migration will gradually take place, in which each Beeline store will receive different consultants, one will be responsible for the sale of equipment, the other for servicing the operator's customers, the flows will be diluted. And this is a very cool story that can play a role for the operator.

Beeline will try to look at retail differently and from the point of view of how efficiency will be evaluated. For the operator, it is not a one-time sale that is important, but how long the client will be with him, what is the lifetime of the subscriber. And retail can become the key that forms this loyalty. Seen through the prism of such relationships, the retail economy looks very different, as well as the effect it has on the entire business.

Many third-party observers believe that Beeline has become obsolete, once again the company is predicted that it will give way to the third place in the Russian market of Tele2. I'm tired of counting how many prophecies this is, as the "beeline" returned to slow growth. And this growth is the result of key changes in the business, and not an attempt to brush reality, for example, to inflate the company's performance before the sale (and brand renewal in this case is not at all necessary, it is even rather harmful). The issue of sale at the moment is not on the agenda. But what I can see is changes in the approach to business, and they are consistent - at first a large construction site that does not stop, a change in the approach to retail, a gradual improvement in both communications and tariff offers. At the same time, the "beeline" and its current team do not try to take the height with impudence, they do not go with checkers naked to the enemy's fortifications. It's a slow, boring, day-to-day job of how to change a huge company so that it gets in shape and starts to grow.If this work happens at least halfway, then the inertia of development that Beeline picks up will push it forward for more than one year, which means that people will belatedly realize that the operator has changed. In two or three years, returning to Beeline, using the operator again can become a massive trend. But the first bricks were laid in this story not even today, but somewhat earlier, when the company began to transform and turn around to face the consumer. Perhaps I will end this text with the phrase that I heard https://cars45.com/listing/audi/a4/2011 from different people to Beeline, and it sounds in different ways - we want to be an operator with a human face, those who help people and solve their problems, but do not impose themselves at any cost. Let's believe "beeline" that they become like that?

Beeline updates brand and positioning. Thoughts before launch

Beeline updates the brand and its positioning. What to expect from the operator and how it will affect subscribers. Reasoning before launching a new brand.

Beeline brand update. By your side Understanding the details

We talked about the fact that Beeline will renew its brand the other day, but now is the time to talk about what happened and why the operator needs it. The first thing that surprises is that from now on "Beeline" is written as "beeline", which should be a democratic approach to all users.

Let me remind you that the previous logo looked massive, it was created in 2004, and appeared in April 2005, when the company moved away from the image of a SIM card with a bee in its logo.

To say that it is unusual is to say nothing. We are somehow used to the fact that the names of companies look the same, everyone is trying to shout in the face, to speak out. The larger the logo, the more interesting, according to designers. This is exactly what Beeline was until recently, now it is calmer, it should not be so conspicuous, occupy all your space. It is interesting that in many respects this positioning grew out of family tariffs, which Beeline once launched first on the market. People noted that they did not want flashy advertising, including bright, conspicuous images. Pay attention to how many brands around us go exactly the opposite way, they make logos even bigger, even more noticeable. "Beeline" in 2005 subtly felt this trend, became a trailblazer for the entire market, and not just telecom. Now - a new trend that the company considered and embodied in positioning.

From world experience, I can recall the change in the spelling of Mastercard in 2016, when the payment system came to write its name in one line.

In 2021, mastercard completely abandoned the logo from its own name, as it wants the picture to speak for itself. In Russia, in electronics, one can recall the realme brand, which also positions itself in a similar way, wants to be as close to the consumer as possible.

Reality and prospects of the IT professions market

What professions are the most popular and highly paid?

Review of the smartphone Samsung Galaxy A22s 5G (SM A226B/DSN)

A niche smartphone with 5G support for minimal money - it's not even on the Samsung website, but it's sold in Russia. Compare with Galaxy A22 - is it worth the money?

Kia Picanto test. The last of the city cars

Somehow imperceptibly, almost all compact city cars left Russia, which replaced compact class sedans and liftbacks like Hyundai Solaris and Skoda Rapid. There are always two real city cars left on our market, this is the hero of our material Kia Picanto and Chevrolet Spark, along with its counterpart under the Ravon brand.

TCL TW30 MoveAudio S600 TWS headphones review

Any decent smartphone manufacturer is bound to offer their own TWS headset with them. So TCL introduced in December on the Russian market not only a flagship smartphone, but also a flagship headset. Let's see what happened ...

Let me digress. In discussions of the rebranding, Beeline constantly came across several thoughts:

  • Why is this necessary, again they will spend billions for nothing, it would be better if they did something;
  • No matter what they come up with, I still don't like them.

Information noise in the most unpretentious execution, and it does not matter at all what exactly is said here. It's like trying to prove something to an opponent of vaccination, in most cases he simply doesn't hear you and it's impossible to get through to the mind. The change in brand positioning reflects the processes that take place in the outside world, how companies adapt to them, how they see themselves in this world. Someone considers it a fashion, in principle, one can argue like that. After all, a small number of people wear the same style throughout their lives, we try to diversify our wardrobe. A cosmetic or major renovation for an apartment or house is another example that comes to mind. And in each case, it is a reflection of our taste and what we like.

In Beeline, due to underfunding of the network development, problems arose a long time ago, then they began to accumulate and at some point turned into chronic ones. For several years, the operator has been raking them up step by step, and doing this in a permanent crisis in the market, difficult business conditions and the lack of endless resources. The operator, for objective reasons, lost subscribers, people left for other companies, and it seemed impossible to stop the outflow. Nevertheless, since December 2019, Beeline has been able to achieve the main thing - to stop the fall and start slowly growing with new subscribers. Almost a year later, when this trend remains positive for the company, the evolution of the brand is started, it should reflect how Beeline sees itself.

The slogan “Live on the bright side” is an attribute of another time, when we were literally sold behavior models - to be bright, interesting, fashionable and the list goes on. The evolution of the slogan was interesting, there is continuity. But what does "On your side" mean?

This is exactly what Beeline CEO Alexander Torbakhov was talking about when he joined the company in 2020 - a client-centric approach, a person should be at the center of the operator's universe. Ordinary people, each of which is similar and unlike others, with their own character traits, problems and desires. I involuntarily paraphrased the lines of the press release, but what can you do if they hit right on target.

The changes are fundamental, they will reformat what will distinguish the operator from other companies. In the center they put ordinary people who talk about their ideas. Do you know what best characterizes these changes? Beeline made a film about changes in the brand, it was unimaginable five years ago to imagine that there could be a person with a sandwich biting off a doctor's sausage in the frame. Perhaps, for me, this visual component has become the strongest emotional moment that shows the changes in the "beeline".

Here you can endlessly ironically that now chewing people is the norm, where is the aesthetics, but the essence is different. We are living people, we have our shortcomings, and the fact that an artificial, glossy world was created around us is beyond doubt. They tried to turn living people into a beautiful picture that could not exist in life, since it was completely false. And what Beeline is trying to show in its approach is something else, life as it is. The move is strong and winning, even though many may not realize its prospects at the first moment.

I remember Beeline before the arrival of Alexander Izosimov, in some ways a family company, business was important, but secondary. Everything grew by leaps and bounds, everything was a first for many. Then it was easy to get to Boris Zimin and exchange a few words with him, it is impossible to imagine this today for any operator.

The operator has become part of a new landscape and a completely different country that was taking shape before our eyes. Today, Beeline wants to become a part of the life of ordinary people again, not to draw fairy-tale castles, but to be near. It will turn out or not, the question is open, it all depends on the measure of sincerity and how people working at Beeline perceive and accept the evolution of the company. I think that the chances for this are good.

ASUS Zenbook Vivobook 14 OLED. The most affordable OLED screen!

A laptop with an OLED screen that will still be relevant in 5 years.

Samsung Galaxy A22 (SM-A225F/DSN) review

A model for 18 thousand rubles, which has become adequate in terms of price / quality ratio. AMOLED screen, which is unusual for this money, AoD and other characteristics.

New items of the month: 5 main smartphones of January

Second tier flagships from Samsung, Sony, OnePlus and Honor. And the new Xiaomi Redmi Note 11 Pro!

Review Honor MagicBook 15 (2021) on AMD Ryzen 5500U

Performance laptop with excellent value for money.

It is also not worth perceiving the evolution of the approach as accepted for centuries. Simultaneously with the visual change, the company's website is changing, the My Beeline application has also been radically redesigned. In the near future, the application will be updated in the Play Store and App Store, so you can see for yourself what has changed and how.

It was possible to immediately launch a new tariff line, but only one new offer appears - the tariff-constructor “Your decision”. I will quote the press release

“Your Solution” gives you a choice of minutes and GB packages of various sizes, unlimited messengers included in the monthly fee at the tariff, as well as the ability to additionally connect SMS packages, unlimited calls within the Beeline network and unlimited traffic to social networks, video - and music streaming services (including separately for each service).

In addition, all subscribers of the Your Solution tariff plan have access to the Beeline TV service with at least 20 popular TV channels, as well as Hollywood and Russian movie premieres in a partner subscription - all of which are available for viewing on smartphones, tablets, computers or smart TVs.

By the end of the first month of using the new tariff, each subscriber who has activated Your Solution will receive a personal tariff configuration proposal based on their current needs for communication services.

The tariff-designer is known for the same Yota, there is no particular novelty for the market. This is a combination of different proposals, but what I personally like is the care with which this solution is brought to the market. Slowly, step by step, without the traditional desire for our country to demolish everything to the ground and build a new beautiful castle of the future. The renewal of the Beeline brand looks approximately the same, evolution without the desire to reject everything that was in the past, because there is both good and bad.

I managed to talk about a lot of things with top managers of Beeline - about what rebranding means for them, how the company is changing from the inside. In the future, I will tell you in detail about some moments that pleased me, but I will take out of context the words of Svetlana Kirsanova, Executive Vice President for Retail Business. Discussing retail and how it will change due to brand renewal, I heard a couple of important things. Product development within Beeline was often carried out with a planning horizon of a quarter! As an outside observer, I can confirm that this is exactly what happened: it worked out - it means it worked out, if not, then we go further and come up with something else. Now everything is slowly but surely changing, the long-term result is important. For example, Alexander Torbakhov believes that retail stores should be focused not so much on the sale of goods (it remains important), but on servicing customers, helping them with their problems. In the current model, this is an almost impossible task, the same sales assistant must understand technology, be able to sell, and at the same time delve into tariff options, settings, and so on. The universality of such a seller is a myth, either one or the other he does badly. As a result, migration will gradually take place, in which each Beeline store will receive different consultants, one will be responsible for the sale of equipment, the other for servicing the operator's customers, the flows will be diluted. And this is a very cool story that can play a role for the operator.

Beeline will try to look at retail differently and from the point of view of how efficiency will be evaluated. For the operator, it is not a one-time sale that is important, but how long the client will be with him, what is the lifetime of the subscriber. And retail can become the key that forms this loyalty. Seen through the prism of such relationships, the retail economy looks very different, as well as the effect it has on the entire business.

Many third-party observers believe that Beeline has become obsolete, once again the company is predicted that it will give way to the third place in the Russian market of Tele2. I'm tired of counting how many prophecies this is, as the "beeline" returned to slow growth. And this growth is the result of key changes in the business, and not an attempt to brush reality, for example, to inflate the company's performance before the sale (and brand renewal in this case is not at all necessary, it is even rather harmful). The issue of sale at the moment is not on the agenda. But what I can see is changes in the approach to business, and they are consistent - at first a large construction site that does not stop, a change in the approach to retail, a gradual improvement in both communications and tariff offers. At the same time, the "beeline" and its current team do not try to take the height with impudence, they do not go with checkers naked to the enemy's fortifications. It's a slow, boring, day-to-day job of how to change a huge company so that it gets in shape and starts to grow.If this work happens at least halfway, then the inertia of development that Beeline picks up will push it forward for more than one year, which means that people will belatedly realize that the operator has changed. In two or three years, returning to Beeline, using the operator again can become a massive trend. But the first bricks were laid in this story not even today, but somewhat earlier, when the company began to transform and turn around to face the consumer. Perhaps I will end this text with the phrase that I heard https://cars45.com/listing/audi/a4/2011 from different people to Beeline, and it sounds in different ways - we want to be an operator with a human face, those who help people and solve their problems, but do not impose themselves at any cost. Let's believe "beeline" that they become like that?

Beeline updates brand and positioning. Thoughts before launch

Beeline updates the brand and its positioning. What to expect from the operator and how it will affect subscribers. Reasoning before launching a new brand.

Beeline brand update. By your side Understanding the details

We talked about the fact that Beeline will renew its brand the other day, but now is the time to talk about what happened and why the operator needs it. The first thing that surprises is that from now on "Beeline" is written as "beeline", which should be a democratic approach to all users.

Let me remind you that the previous logo looked massive, it was created in 2004, and appeared in April 2005, when the company moved away from the image of a SIM card with a bee in its logo.

To say that it is unusual is to say nothing. We are somehow used to the fact that the names of companies look the same, everyone is trying to shout in the face, to speak out. The larger the logo, the more interesting, according to designers. This is exactly what Beeline was until recently, now it is calmer, it should not be so conspicuous, occupy all your space. It is interesting that in many respects this positioning grew out of family tariffs, which Beeline once launched first on the market. People noted that they did not want flashy advertising, including bright, conspicuous images. Pay attention to how many brands around us go exactly the opposite way, they make logos even bigger, even more noticeable. "Beeline" in 2005 subtly felt this trend, became a trailblazer for the entire market, and not just telecom. Now - a new trend that the company considered and embodied in positioning.

From world experience, I can recall the change in the spelling of Mastercard in 2016, when the payment system came to write its name in one line.

In 2021, mastercard completely abandoned the logo from its own name, as it wants the picture to speak for itself. In Russia, in electronics, one can recall the realme brand, which also positions itself in a similar way, wants to be as close to the consumer as possible.

Reality and prospects of the IT professions market

What professions are the most popular and highly paid?

Review of the smartphone Samsung Galaxy A22s 5G (SM A226B/DSN)

A niche smartphone with 5G support for minimal money - it's not even on the Samsung website, but it's sold in Russia. Compare with Galaxy A22 - is it worth the money?

Kia Picanto test. The last of the city cars

Somehow imperceptibly, almost all compact city cars left Russia, which replaced compact class sedans and liftbacks like Hyundai Solaris and Skoda Rapid. There are always two real city cars left on our market, this is the hero of our material Kia Picanto and Chevrolet Spark, along with its counterpart under the Ravon brand.

TCL TW30 MoveAudio S600 TWS headphones review

Any decent smartphone manufacturer is bound to offer their own TWS headset with them. So TCL introduced in December on the Russian market not only a flagship smartphone, but also a flagship headset. Let's see what happened ...

Let me digress. In discussions of the rebranding, Beeline constantly came across several thoughts:

  • Why is this necessary, again they will spend billions for nothing, it would be better if they did something;
  • No matter what they come up with, I still don't like them.

Information noise in the most unpretentious execution, and it does not matter at all what exactly is said here. It's like trying to prove something to an opponent of vaccination, in most cases he simply doesn't hear you and it's impossible to get through to the mind. The change in brand positioning reflects the processes that take place in the outside world, how companies adapt to them, how they see themselves in this world. Someone considers it a fashion, in principle, you can argue like that. After all, a small number of people wear the same style throughout their lives, we try to diversify our wardrobe. A cosmetic or major renovation for an apartment or house is another example that comes to mind. And in each case, it is a reflection of our taste and what we like.

In Beeline, due to underfunding of the network development, problems arose a long time ago, then they began to accumulate and at some point turned into chronic ones. For several years, the operator has been raking them up step by step, and doing this in a permanent crisis in the market, difficult business conditions and the lack of endless resources. The operator, for objective reasons, lost subscribers, people left for other companies, and it seemed impossible to stop the outflow. Nevertheless, since December 2019, Beeline has been able to achieve the main thing - to stop the fall and start slowly growing with new subscribers. Almost a year later, when this trend remains positive for the company, the evolution of the brand is started, it should reflect how Beeline sees itself.

The slogan “Live on the bright side” is an attribute of another time, when we were literally sold behavior models - to be bright, interesting, fashionable and the list goes on. The evolution of the slogan was interesting, there is continuity. But what does "On your side" mean?

This is exactly what Beeline CEO Alexander Torbakhov was talking about when he joined the company in 2020 - a client-centric approach, a person should be at the center of the operator's universe. Ordinary people, each of which is similar and unlike others, with their own character traits, problems and desires. I involuntarily paraphrased the lines of the press release, but what can you do if they hit right on target.

The changes are fundamental, they will reformat what will distinguish the operator from other companies. In the center they put ordinary people who talk about their ideas. Do you know what best characterizes these changes? Beeline made a film about changes in the brand, it was unimaginable five years ago to imagine that there could be a person with a sandwich biting off a doctor's sausage in the frame. Perhaps, for me, this visual component has become the strongest emotional moment that shows the changes in the "beeline".

Here you can endlessly ironically that now chewing people is the norm, where is the aesthetics, but the essence is different. We are living people, we have our shortcomings, and the fact that an artificial, glossy world was created around us is beyond doubt. They tried to turn living people into a beautiful picture that could not exist in life, since it was completely false. And what Beeline is trying to show in its approach is something else, life as it is. The move is strong and winning, even though many may not realize its prospects at the first moment.

I remember Beeline before the arrival of Alexander Izosimov, in some ways a family company, business was important, but secondary. Everything grew by leaps and bounds, everything was a first for many. Then it was easy to get to Boris Zimin and exchange a few words with him, it is impossible to imagine this today for any operator.

The operator has become part of a new landscape and a completely different country that was taking shape before our eyes. Today, Beeline wants to become a part of the life of ordinary people again, not to draw fairy-tale castles, but to be near. It will turn out or not, the question is open, it all depends on the measure of sincerity and how people working at Beeline perceive and accept the evolution of the company. I think that the chances for this are good.

ASUS Zenbook Vivobook 14 OLED. The most affordable OLED screen!

A laptop with an OLED screen that will still be relevant in 5 years.

Samsung Galaxy A22 (SM-A225F/DSN) review

A model for 18 thousand rubles, which has become adequate in terms of price / quality ratio. AMOLED screen, which is unusual for this money, AoD and other characteristics.

New items of the month: 5 main smartphones of January

Second tier flagships from Samsung, Sony, OnePlus and Honor. And the new Xiaomi Redmi Note 11 Pro!

Review Honor MagicBook 15 (2021) on AMD Ryzen 5500U

Performance laptop with excellent value for money.

It is also not worth perceiving the evolution of the approach as accepted for centuries. Simultaneously with the visual change, the company's website is changing, the My Beeline application has also been radically redesigned. In the near future, the application will be updated in the Play Store and App Store, so you can see for yourself what has changed and how.

It was possible to immediately launch a new tariff line, but only one new offer appears - the tariff-constructor “Your decision”. I will quote the press release

“Your Solution” gives you a choice of minutes and GB packages of various sizes, unlimited messengers included in the monthly fee at the tariff, as well as the ability to additionally connect SMS packages, unlimited calls within the Beeline network and unlimited traffic to social networks, video - and music streaming services (including separately for each service).

In addition, all subscribers of the Your Solution tariff plan have access to the Beeline TV service with at least 20 popular TV channels, as well as Hollywood and Russian movie premieres in a partner subscription - all of which are available for viewing on smartphones, tablets, computers or smart TVs.

By the end of the first month of using the new tariff, each subscriber who has activated Your Solution will receive a personal tariff configuration proposal based on their current needs for communication services.

The tariff-designer is known for the same Yota, there is no particular novelty for the market. This is a combination of different proposals, but what I personally like is the care with which this solution is brought to the market. Slowly, step by step, without the traditional desire for our country to demolish everything to the ground and build a new beautiful castle of the future. The renewal of the Beeline brand looks approximately the same, evolution without the desire to reject everything that was in the past, because there is both good and bad.

I managed to talk about a lot of things with top managers of Beeline - about what rebranding means for them, how the company is changing from the inside. In the future, I will tell you in detail about some moments that pleased me, but I will take out of context the words of Svetlana Kirsanova, Executive Vice President for Retail Business. Discussing retail and how it will change due to brand renewal, I heard a couple of important things. Product development within Beeline was often carried out with a planning horizon of a quarter! As an outside observer, I can confirm that this is exactly what happened: it worked out - it means it worked out, if not, then we go further and come up with something else. Now everything is slowly but surely changing, the long-term result is important. For example, Alexander Torbakhov believes that retail stores should be focused not so much on the sale of goods (it remains important), but on servicing customers, helping them with their problems. In the current model, this is an almost impossible task, the same sales assistant must understand technology, be able to sell, and at the same time delve into tariff options, settings, and so on. The universality of such a seller is a myth, either one or the other he does badly. As a result, migration will gradually take place, in which each Beeline store will receive different consultants, one will be responsible for the sale of equipment, the other for servicing the operator's customers, the flows will be diluted. And this is a very cool story that can play a role for the operator.

Beeline will try to look at retail differently and from the point of view of how efficiency will be evaluated. For the operator, it is not a one-time sale that is important, but how long the client will be with him, what is the lifetime of the subscriber. And retail can become the key that forms this loyalty. Seen through the prism of such relationships, the retail economy looks very different, as well as the effect it has on the entire business.

Many third-party observers believe that Beeline has become obsolete, once again the company is predicted that it will give way to the third place in the Russian market of Tele2. I'm tired of counting how many prophecies this is, as the "beeline" returned to slow growth. And this growth is the result of key changes in the business, and not an attempt to brush reality, for example, to inflate the company's performance before the sale (and brand renewal in this case is not at all necessary, it is even rather harmful). The issue of sale at the moment is not on the agenda. But what I can see is changes in the approach to business, and they are consistent - at first a large construction site that does not stop, a change in the approach to retail, a gradual improvement in both communications and tariff offers. At the same time, the "beeline" and its current team do not try to take the height with impudence, they do not go with checkers naked to the enemy's fortifications. It's a slow, boring, day-to-day job of how to change a huge company so that it gets in shape and starts to grow.If this work happens at least halfway, then the inertia of development that Beeline picks up will push it forward for more than one year, which means that people will belatedly realize that the operator has changed. In two or three years, returning to Beeline, using the operator again can become a massive trend. But the first bricks were laid in this story not even today, but a little earlier, when the company began to transform and turn around to face the consumer. Perhaps I will end this text with the phrase that I heard https://cars45.com/listing/audi/a4/2011 from different people to Beeline, and it sounds in different ways - we want to be an operator with a human face, those who help people and solve their problems, but do not impose themselves at any cost. Let's believe "beeline" that they become like that?

Beeline updates brand and positioning. Thoughts before launch

Beeline updates the brand and its positioning. What to expect from the operator and how it will affect subscribers. Reasoning before launching a new brand.

Beeline brand update. By your side Understanding the details

We talked about the fact that Beeline will renew its brand the other day, but now is the time to talk about what happened and why the operator needs it. The first thing that surprises is that from now on "Beeline" is written as "beeline", which should be a democratic approach to all users.

Let me remind you that the previous logo looked massive, it was created in 2004, and appeared in April 2005, when the company moved away from the image of a SIM card with a bee in its logo.

To say that it is unusual is to say nothing. We are somehow used to the fact that the names of companies look the same, everyone is trying to shout in the face, to speak out. The larger the logo, the more interesting, according to designers. This is exactly what Beeline was until recently, now it is calmer, it should not be so conspicuous, occupy all your space. It is interesting that in many respects this positioning grew out of family tariffs, which Beeline once launched first on the market. People noted that they did not want flashy advertising, including bright, conspicuous images. Pay attention to how many brands around us go exactly the opposite way, they make logos even bigger, even more noticeable. "Beeline" in 2005 subtly felt this trend, became a trailblazer for the entire market, and not just telecom. Now - a new trend that the company considered and embodied in positioning.

From world experience, I can recall the change in the spelling of Mastercard in 2016, when the payment system came to write its name in one line.

In 2021, mastercard completely abandoned the logo from its own name, as it wants the picture to speak for itself. In Russia, in electronics, one can recall the realme brand, which also positions itself in a similar way, wants to be as close to the consumer as possible.

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Let me digress. In discussions of the rebranding, Beeline constantly came across several thoughts:

  • Why is this necessary, again they will spend billions for nothing, it would be better if they did something;
  • No matter what they come up with, I still don't like them.

Information noise in the most unpretentious execution, and it does not matter at all what exactly is said here. It's like trying to prove something to an opponent of vaccination, in most cases he simply doesn't hear you and it's impossible to get through to the mind. The change in brand positioning reflects the processes that take place in the outside world, how companies adapt to them, how they see themselves in this world. Someone considers it a fashion, in principle, you can argue like that. After all, a small number of people wear the same style throughout their lives, we try to diversify our wardrobe. A cosmetic or major renovation for an apartment or house is another example that comes to mind. And in each case, it is a reflection of our taste and what we like.

In Beeline, due to underfunding of the network development, problems arose a long time ago, then they began to accumulate and at some point turned into chronic ones. For several years, the operator has been raking them up step by step, and doing this in a permanent crisis in the market, difficult business conditions and the lack of endless resources. The operator, for objective reasons, lost subscribers, people left for other companies, and it seemed impossible to stop the outflow. Nevertheless, since December 2019, Beeline has been able to achieve the main thing - to stop the fall and start slowly growing with new subscribers. Almost a year later, when this trend remains positive for the company, the evolution of the brand is started, it should reflect how Beeline sees itself.

The slogan “Live on the bright side” is an attribute of another time, when we were literally sold behavior models - to be bright, interesting, fashionable and the list goes on. The evolution of the slogan was interesting, there is continuity. But what does "On your side" mean?

This is exactly what Beeline CEO Alexander Torbakhov was talking about when he joined the company in 2020 - a client-centric approach, a person should be at the center of the operator's universe. Ordinary people, each of which is similar and unlike others, with their own character traits, problems and desires. I involuntarily paraphrased the lines of the press release, but what can you do if they hit right on target.

The changes are fundamental, they will reformat what will distinguish the operator from other companies. In the center they put ordinary people who talk about their ideas. Do you know what best characterizes these changes? Beeline made a film about changes in the brand, it was unimaginable five years ago to imagine that there could be a person with a sandwich biting off a doctor's sausage in the frame. Perhaps, for me, this visual component has become the strongest emotional moment that shows the changes in the "beeline".

Here you can endlessly ironically that now chewing people is the norm, where is the aesthetics, but the essence is different. We are living people, we have our shortcomings, and the fact that an artificial, glossy world was created around us is beyond doubt. They tried to turn living people into a beautiful picture that could not exist in life, since it was completely false. And what Beeline is trying to show in its approach is different, life as it is. The move is strong and winning, even though many may not realize its prospects at the first moment.

I remember Beeline before the arrival of Alexander Izosimov, in some ways a family company, business was important, but secondary. Everything grew by leaps and bounds, everything was a first for many. Then you could easily get to Boris Zimin and exchange a few words with him, it is impossible to imagine this today for any operator.

The operator has become part of a new landscape and a completely different country that was taking shape before our eyes. Today, Beeline wants to become a part of the life of ordinary people again, not to draw fairy-tale castles, but to be near. It will turn out or not, the question is open, it all depends on the degree of sincerity and how people working at Beeline perceive and accept the evolution of the company. I think that the chances for this are good.

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It is also not worth perceiving the evolution of the approach as accepted for centuries. Simultaneously with the visual change, the company's website is changing, the My Beeline application has also been radically redesigned. In the near future, the application will be updated in the Play Store and App Store, so you can see for yourself what has changed and how.

It was possible to immediately launch a new tariff line, but only one new offer appears - the tariff-constructor “Your decision”. I will quote the press release

“Your Solution” gives you a choice of minutes and GB packages of various sizes, unlimited messengers included in the monthly fee at the tariff, as well as the ability to additionally connect SMS packages, unlimited calls within the Beeline network and unlimited traffic to social networks, video - and music streaming services (including separately for each service).

In addition, all subscribers of the Your Solution tariff plan have access to the Beeline TV service with at least 20 popular TV channels, as well as Hollywood and Russian movie premieres in a partner subscription - all of which are available for viewing on smartphones, tablets, computers or smart TVs.

By the end of the first month of using the new tariff, each subscriber who has activated Your Solution will receive a personal tariff configuration proposal based on their current needs for communication services.

The tariff-designer is known for the same Yota, there is no particular novelty for the market. This is a combination of different proposals, but what I personally like is the care with which this solution is brought to the market. Slowly, step by step, without the traditional desire for our country to demolish everything to the ground and build a new beautiful castle of the future. The renewal of the Beeline brand looks approximately the same, evolution without the desire to reject everything that was in the past, because there is both good and bad.

I managed to talk about a lot of things with top managers of Beeline - about what rebranding means for them, how the company is changing from the inside. In the future, I will tell you in detail about some moments that pleased me, but I will take out of context the words of Svetlana Kirsanova, Executive Vice President for Retail Business. Discussing retail and how it will change due to brand renewal, I heard a couple of important things. Product development within Beeline was often carried out with a planning horizon of a quarter! As an outside observer, I can confirm that this is exactly what happened: it worked out - it means it worked out, if not, then we go further and come up with something else. Now everything is slowly but surely changing, the long-term result is important. For example, Alexander Torbakhov believes that retail stores should be focused not so much on the sale of goods (it remains important), but on servicing customers, helping them with their problems. In the current model, this is an almost impossible task, the same sales assistant must understand technology, be able to sell, and at the same time delve into tariff options, settings, and so on. The universality of such a seller is a myth, either one or the other he does badly. As a result, migration will gradually take place, in which each Beeline store will receive different consultants, one will be responsible for the sale of equipment, the other for servicing the operator's customers, the flows will be diluted. And this is a very cool story that can play a role for the operator.

Beeline will try to look at retail differently and from the point of view of how efficiency will be evaluated. For the operator, it is not a one-time sale that is important, but how long the client will be with him, what is the lifetime of the subscriber. And retail can become the key that forms this loyalty. Seen through the prism of such relationships, the retail economy looks very different, as well as the effect it has on the entire business.

Many third-party observers believe that Beeline has become obsolete, once again the company is predicted that it will give way to the third place in the Russian market of Tele2. I'm tired of counting how many prophecies this is, as the "beeline" returned to slow growth. And this growth is the result of key changes in the business, and not an attempt to brush reality, for example, to inflate the company's performance before the sale (and brand renewal in this case is not at all necessary, it is even rather harmful). The issue of sale at the moment is not on the agenda. But what I can see is changes in the approach to business, and they are consistent - at first a large construction site that does not stop, a change in the approach to retail, a gradual improvement in both communications and tariff offers. At the same time, the "beeline" and its current team do not try to take the height with impudence, they do not go with checkers naked to the enemy's fortifications. It's a slow, boring, day-to-day job of how to change a huge company so that it gets in shape and starts to grow.If this work happens at least halfway, then the inertia of development that Beeline picks up will push it forward for more than one year, which means that people will belatedly realize that the operator has changed. In two or three years, returning to Beeline, using the operator again can become a massive trend. But the first bricks were laid in this story not even today, but somewhat earlier, when the company began to transform and turn around to face the consumer. Perhaps I will end this text with a phrase that I heard https://cars45.com/listing/audi/a4/2011 from different people in Beeline, and it sounds in different ways - we want to be an operator with a human face, those who helps people and solves their problems, but does not impose itself at any cost. Let's believe "beeline" that they become like that?

Many outside observers believe that Beeline has outlived its usefulness, once again they are predicting the company that it will give way to Tele2 in third place in the Russian market. I'm tired of counting how many prophecies this is, as the "beeline" returned to slow growth. And this growth is the result of key changes in the business, and not an attempt to brush reality, for example, to inflate the company's performance before the sale (and brand renewal in this case is not at all necessary, it is even rather harmful). The issue of sale at the moment is not on the agenda. But what I can see is changes in the approach to business, and they are consistent - at first a large construction site that does not stop, a change in the approach to retail, a gradual improvement in both communications and tariff offers. At the same time, the "beeline" and its current team do not try to take the height with impudence, they do not go with checkers naked to the enemy's fortifications. It's a slow, boring, day-to-day job of how to change a huge company so that it gets in shape and starts to grow. If this work happens at least halfway, then the inertia of development that Beeline picks up will push it forward for more than one year, which means that people will belatedly realize that the operator has changed. In two or three years, returning to Beeline, using the operator again can become a massive trend. But the first bricks were laid in this story not even today, but somewhat earlier, when the company began to transform and turn around to face the consumer. Perhaps I will end this text with a phrase that I heard https://cars45.com/listing/audi/a4/2011 https://cars45.com/listing/audi/a4/2011 from different people to Beeline, and it sounds in different ways - we want to be an operator with a human face, those who help people and solve their problems, but do not impose themselves at any cost. Let's believe "beeline" that they become like that?

Beeline updates brand and positioning. Thoughts before launch

Beeline updates the brand and its positioning. What to expect from the operator and how it will affect subscribers. Reasoning before launching a new brand.