Allo operator

Official information on the new virtual operator Allo!, which is building its network on the MTS technical platform. Business model, advantages and disadvantages from the perspective of the end user.

Lyrics

For several years now, the question of the timing of the publication of materials has been popping up in the mail and forums. I'm in real trouble because of this. The standard procedure is to “report” a preliminary news announcement, wait for the official launch of the tariff or service, wait another day or two until possible errors are corrected and the descriptions on the site are finally “licked out”. Then you can publish your description, slowly prepared and correct to the last comma. If there weren’t your angry letters about spelling sloppiness and the press services would love me, unimaginable grace would come.

I didn't write this to be flirtatious, but as an explanation for the fact that sometimes you have to do double work and return to previously published materials. The information obtained, collected and “calculated” is rarely exhaustive, inaccuracies and errors also occur. The inevitable price for efficiency, nothing can be done.

So the official launch of the Allyo project, a virtual operator based on the technical base of the MTS network, took place. We published a detailed analysis of 1-2-3 tariffs on July 20, you can read the material here. The figures given in our description have not changed, but many interesting and important features of the project have only just come to light. Let's analyze those key characteristics of the project that were not included in the previous review, without which the “portrait” of “Allyo” would be incomplete.

The full text of the official press release can be found here, extracts from important quotes:

". MTS and X5 Retail Group N.V announce the launch of a new virtual operator (MVNO - mobile virtual network operator) "Allyo" based on the MTS network. Allo products are based not only on the favorable cost of communication services, but also on integration with the accumulative points system for regular customers participating in the Perekrestok Club and Magic Card (Carousel) loyalty programs. "Allyo" is a brand for economical, but appreciating the quality and transparency of the bonus system of consumers. Subscribers of the new network have 3 ways to accumulate points: using incoming and outgoing calls, while making purchases. In turn, subscribers have a unique opportunity not only to accumulate, but also to spend bonus points by paying for Allyo services and, thus, significantly reduce their spending on calls.

… When purchasing the starting tariff “1-2-3”, unique gifts await buyers: 50 free voice minutes and 50 free SMS messages to Allyo network subscribers. For those not already participating in loyalty programs, a free Jeep Membership Card will be offered.

The cooperation agreement between X5 Retail Group and MTS was signed in May 2010. As part of the partnership, MTS will provide Allyo subscribers with a full package of GSM communication services (including voice communication and all basic services such as roaming, mobile Internet, SMS and MMS). X5 Retail Group, which provides services under its own brand, sets tariffs, engages in attracting and servicing subscribers, and also provides information support for offers in stores.”

Who benefits?

All details about the program can be found on the project website, www.AlleMobile.ru You can also call the dedicated number of the contact center "0599" (for Alle subscribers) or the toll-free number "8-800-100-05-99 ". The tariff is very good in its own way, but this is not the main thing. The core of the project is the "circle of loyalty in nature" from which, according to its creators, all parties benefit. The SIM card is "attached" to the bonus card of the distribution network, this is important. Key ideas of the project:

  • A subscriber who has bought an Allo box receives a tariff with good prices for basic services and a significant discount for communication within the virtual operator's network, plus the opportunity to pay for communication services through bonuses received for purchases in supermarkets.
  • X5 Retail Group acquires very loyal customers, because the packages of minutes and SMS messages “dropped” onto the personal account are much more tangible than virtual points, which can only slightly reduce the final amount of the next check. In addition, X5 Retail Group is acquiring a team of free promoters in the future, because each Allyo user is interested in calling friends/relatives with a 50% discount.
  • MTS receives new subscribers (it is impossible to switch to this tariff), and the subscribers are "live", this will be taken care of by a well-thought-out scheme for accruing and spending bonus minutes/SMS. At the same time, the operator's expenses for servicing Allyo subscribers are minimal.

I phrased it a bit cynically, but that's basically the way it is. And who said that this is bad or too selfish? Any joint business project is doomed to die, collapse or serious optimization if it does not bring tangible benefits to one of the participants. In the Allyo project, everyone, including subscribers, has their own "selfish" interest.

How it works

First, a quote from the official explanation:

“As part of the partnership, MTS presents a dedicated pool of numbers, and also provides X5 subscribers with a full package of communication services, including voice communication and all basic services - roaming, mobile Internet, SMS and MMS. Company X5 Retail Group N.V. provides services under its own brand, including setting the tariffs of a virtual operator, attracting and servicing subscribers, and providing information support for offers in stores. Purchase the tariff plan "One, two, three!" in Moscow and the Moscow Region in any of the 143 Perekrestok stores and 11 Karusel hypermarkets. For tariff subscribers, a special support service number 0599 is available. MTS and X5 Retail Group are implementing a special solution for integrating the operator’s automatic settlement system and the bonus system of retail chains - tariff subscribers can exchange points accumulated under the Perekrestok and Karusel bonus programs for packages cellular communication services, including voice communication and SMS messages.

Explanation point by point in simple words:

  • The MVNO Light model provides for relatively moderate costs for a virtual operator, the technical side is almost completely provided by the “donor” operator. An operator license for this type of activity is not required. At the same time, Allyo has its own platform on which bonus points and related minute/SMS packages will be processed and calculated.
  • The kits will be sold exclusively in 143 Perekrestok supermarkets and 11 Karusel hypermarkets, it is useless to apply for boxes in MTS stores. Sets will be sold at special racks in the supermarket trading floors. There are no plans to sell kits in Pyaterochka stores yet, but in the future boxes with cheap phones may appear there along with the Allyo tariff in the kit.
  • The "live" subscription service is supposed to be carried out by the same promoters who will sell the kits. Plus by phone by the specialists of a separate dedicated contact center, plus self-service systems (Internet assistant), similar to those in the MTS network.
  • When purchasing a set, the SIM card is “linked” to the existing bonus card of the distribution network. In the absence of such a club card, the buyer of the set receives a bonus card as a gift, thereby saving his hard-earned 49 rubles. (cost of bonus card).
  • The stated term for registering a club card in the system is 20 days from the date of its receipt.
  • The bonus account on the club card is a kind of "node station" for the accumulation and subsequent distribution of points. When making purchases in the distribution network, we get at least 2 points for every 10 rubles spent, respectively, spending 10 rubles. for communication services we get the same 2 points to the bonus account. In addition, by accepting incoming calls from other operators, we get 1 point for every minute of incoming communication.
  • The main advantage of points is their full convertibility within the system. By spending money on the phone and buying products / goods, we “earn” points that can be used to pay for products and / or the same phone. Roughly speaking, you can eat well and call for free, or you can tryndet on the phone from morning to evening and, at the very least, feed yourself on points. Well, and all intermediate-compromise options, the choice is yours.
  • For the time being, the "one card - one SIM" scheme is in effect. In the future, it is planned to be able to “link” up to ten SIM cards to one club card.
  • Points are credited to the phone's personal account not without a little trick: points are converted into packages of minutes and / or SMS, the validity of the packages does not exceed 30 days. Moreover, the smaller the package, the faster it will have to be used up. For the most impatient, there is a "package" of one minute or one SMS message valid for two days. A complete list of packages with expiration dates can be found here.
  • To turn bonus points into minutes and / or SMS, you need to call the contact center and inform about your desire.As far as I understand, if you have the required amount of points on the bonus account, the conversion of points into minutes will occur immediately. In the future, it is planned to implement the possibility of self-ordering minutes/SMS via the Web interface and, perhaps, even from the phone menu.

Possible problems

I forgot to write that a branded SIM-card will certainly be of interest to collectors of cellular rarities and just collections of SIM cards, here I am correcting myself. Now about the potential "ugly". In any new business, certain roughnesses are inevitable at the implementation stage, and there are also some “innate” shortcomings. A short list of what immediately catches your eye:

  • The tariff offered to future subscribers is really not bad (our review is here), but it will suit basically only users of basic communication services. There are no additional services / discounts and price-reducing options on the tariff. You will pay for mobile Internet at 8.45 rubles. per megabyte rounded up to 100 kb, no SMS or GPRS traffic. Intra-network roaming is enabled, but no services such as "Neighboring regions" and "Everywhere at home", you will have to pay for everything in full. And so on through the entire list of options and add-ons. services.
  • The question of subscriber service remained unanswered, although I honestly tortured all the Allo representatives present with prejudice. They were convinced that the contact center was immensely professional, and self-service systems were also immensely friendly and intuitive. In the most extreme case, promoters at the counters will help or cashiers will not leave you in trouble, and such a service is needed for a maximum of 2% of subscribers. Personally, it seemed to me that no one thought about this topic.But these 2% of stubborn subscribers will easily bring any promoter to a psychiatric hospital with their demands to print out the history of the balance and clearly demonstrate all the stages of moving thirty kopecks “missing” from the balance. And what about the monthly bill required by the "Law on Communications", and even (God forbid) certified by the seal of the operator? And who will give details of conversations, and where will promoters get this detail? And what about signing an agreement for full-fledged international roaming (and it is firmly promised in Allo) with accompanying photocopying of the passport? And so on, including new topics about the transformation of points into minutes and their unexpected "burning", because only the most meticulous will read the explanations about the validity of packages. Probably, they will somehow solve these problems as they become available, but the ambiguity is slightly alarming.

They think that there will be no questions, yes, yes. The project is just being launched, and I have already smashed the calculator against the wall and secretly expropriated the counting sticks from the child. It didn't help, by the way. I look at an advertisement for 15 minutes of communication as a bonus for 85 rubles spent on purchases and frantically sort out counting sticks in my hands, all the time I get 17 points. For which you won’t even get one minute, the maximum is 1 SMS at a price of 15 points and a validity period of 2 days. And how are you going to explain this marketing-mathematical somersault to a pensioner standing with an advertisement in front of the cash register?

But otherwise, everything is fine and the tariff will really please the same pensioner with unusually cheap calls to landlines. Let's not rush to conclusions, for sure over time everything will settle down and somehow form. The idea itself is good and correct, no doubt.

Allo operator

Official information on the new virtual operator Allo!, which is building its network on the MTS technical platform. Business model, advantages and disadvantages from the perspective of the end user.

Lyrics

For several years now, the question of the timing of the publication of materials has been popping up in the mail and forums. I'm in real trouble because of this. The standard procedure is to “report” a preliminary news announcement, wait for the official launch of the tariff or service, wait another day or two until possible errors are corrected and the descriptions on the site are finally “licked out”. Then you can publish your description, slowly prepared and correct to the last comma. If there weren’t your angry letters about spelling sloppiness and the press services would love me, unimaginable grace would come.

I didn't write this to be flirtatious, but as an explanation for the fact that sometimes you have to do double work and return to previously published materials. The information obtained, collected and “calculated” is rarely exhaustive, inaccuracies and errors also occur. The inevitable price for efficiency, nothing can be done.

So the official launch of the Allyo project, a virtual operator based on the technical base of the MTS network, took place. We published a detailed analysis of the 1-2-3 tariffs on July 20, you can read the material here. The figures given in our description have not changed, but many interesting and important features of the project have only just come to light. Let's analyze those key characteristics of the project that were not included in the previous review, without which the “portrait” of “Allyo” would be incomplete.

The full text of the official press release can be found here, extracts from important quotes:

". MTS and X5 Retail Group N.V announce the launch of a new virtual operator (MVNO - mobile virtual network operator) "Allyo" based on the MTS network. Allo products are based not only on the favorable cost of communication services, but also on integration with the accumulative points system for regular customers participating in the Perekrestok Club and Magic Card (Carousel) loyalty programs. "Allyo" is a brand for economical, but appreciating the quality and transparency of the bonus system of consumers. Subscribers of the new network have 3 ways to accumulate points: using incoming and outgoing calls, while making purchases. In turn, subscribers have a unique opportunity not only to accumulate, but also to spend bonus points by paying for Allyo services and, thus, significantly reduce their spending on calls.

… When purchasing the starting tariff “1-2-3”, unique gifts await buyers: 50 free voice minutes and 50 free SMS messages to Allyo network subscribers. For those not already participating in loyalty programs, a free Jeep Membership Card will be offered.

The cooperation agreement between X5 Retail Group and MTS was signed in May 2010. As part of the partnership, MTS will provide Allyo subscribers with a full package of GSM communication services (including voice communication and all basic services such as roaming, mobile Internet, SMS and MMS). X5 Retail Group, which provides services under its own brand, sets tariffs, engages in attracting and servicing subscribers, and also provides information support for offers in stores.”

Who benefits?

All details about the program can be found on the project website, www.AlleMobile.ru You can also call the dedicated number of the contact center "0599" (for Alle subscribers) or the toll-free number "8-800-100-05-99 ". The tariff is very good in its own way, but this is not the main thing. The core of the project is the "circle of loyalty in nature" from which, according to its creators, all parties benefit. The SIM card is "attached" to the bonus card of the distribution network, this is important. Key ideas of the project:

  • A subscriber who has bought an Allo box receives a tariff with good prices for basic services and a significant discount for communication within the virtual operator's network, plus the opportunity to pay for communication services through bonuses received for purchases in supermarkets.
  • X5 Retail Group acquires very loyal customers, because the packages of minutes and SMS messages “dropped” onto the personal account are much more tangible than virtual points, which can only slightly reduce the final amount of the next check. In addition, X5 Retail Group is acquiring a team of free promoters in the future, because each Allyo user is interested in calling friends/relatives with a 50% discount.
  • MTS receives new subscribers (it is impossible to switch to this tariff), and the subscribers are "live", this will be taken care of by a well-thought-out scheme for accruing and spending bonus minutes/SMS. At the same time, the operator's expenses for servicing Allyo subscribers are minimal.

I phrased it a bit cynically, but that's basically the way it is. And who said that this is bad or too selfish? Any joint business project is doomed to die, collapse or serious optimization if it does not bring tangible benefits to one of the participants. In the Allo project, everyone, including subscribers, has their own "selfish" interest.

How it works

First, a quote from the official explanation:

“As part of the partnership, MTS presents a dedicated pool of numbers, and also provides X5 subscribers with a full package of communication services, including voice communication and all basic services - roaming, mobile Internet, SMS and MMS. Company X5 Retail Group N.V. provides services under its own brand, including setting the tariffs of a virtual operator, attracting and servicing subscribers, as well as providing information support for offers in stores. Purchase the tariff plan "One, two, three!" in Moscow and the Moscow Region in any of the 143 Perekrestok stores and 11 Karusel hypermarkets. For tariff subscribers, a special support service number 0599 is available. MTS and X5 Retail Group are implementing a special solution for integrating the operator’s automatic settlement system and the bonus system of retail chains - tariff subscribers can exchange points accumulated under the Perekrestok and Karusel bonus programs for packages cellular communication services, including voice communication and SMS messages.

Explanation point by point in simple words:

  • The MVNO Light model provides for relatively moderate costs for a virtual operator, the technical side is almost completely provided by the “donor” operator. An operator license for this type of activity is not required. At the same time, Allyo has its own platform on which bonus points and related minute/SMS packages will be processed and calculated.
  • The kits will be sold exclusively in 143 Perekrestok supermarkets and 11 Karusel hypermarkets, it is useless to apply for boxes in MTS stores. Sets will be sold at special racks in the supermarket trading floors. There are no plans to sell kits in Pyaterochka stores yet, but in the future boxes with cheap phones may appear there along with the Allyo tariff in the kit.
  • The "live" subscription service is supposed to be carried out by the same promoters who will sell the kits. Plus by phone by the specialists of a separate dedicated contact center, plus self-service systems (Internet assistant), similar to those in the MTS network.
  • When purchasing a set, the SIM card is “linked” to the existing bonus card of the distribution network. In the absence of such a club card, the buyer of the set receives a bonus card as a gift, thereby saving his hard-earned 49 rubles. (cost of bonus card).
  • The stated term for registering a club card in the system is 20 days from the date of its receipt.
  • The bonus account on the club card is a kind of "node station" for the accumulation and subsequent distribution of points. When making purchases in the distribution network, we get at least 2 points for every 10 rubles spent, respectively, spending 10 rubles. for communication services we get the same 2 points to the bonus account. In addition, by accepting incoming calls from other operators, we get 1 point for every minute of incoming communication.
  • The main advantage of points is their full convertibility within the system. By spending money on the phone and buying products / goods, we “earn” points that can be used to pay for products and / or the same phone. Roughly speaking, you can eat well and call for free, or you can tryndet on the phone from morning to evening and, at the very least, feed yourself on points. Well, and all intermediate-compromise options, the choice is yours.
  • For the time being, the "one card - one SIM" scheme is in effect. In the future, it is planned to be able to “link” up to ten SIM cards to one club card.
  • Points are credited to the phone's personal account not without a little trick: points are converted into packages of minutes and / or SMS, the validity of the packages does not exceed 30 days. Moreover, the smaller the package, the faster it will have to be used up. For the most impatient, there is a "package" of one minute or one SMS message valid for two days. A complete list of packages with expiration dates can be found here.
  • To turn bonus points into minutes and / or SMS, you need to call the contact center and inform about your desire.As far as I understand, if you have the required amount of points on the bonus account, the conversion of points into minutes will occur immediately. In the future, it is planned to implement the possibility of self-ordering minutes/SMS via the Web interface and, perhaps, even from the phone menu.

Possible problems

I forgot to write that a branded SIM-card will certainly be of interest to collectors of cellular rarities and just collections of SIM cards, here I am correcting myself. Now about the potential "ugly". In any new business, certain roughnesses are inevitable at the implementation stage, and there are also some “innate” shortcomings. A short list of what immediately catches your eye:

  • The tariff offered to future subscribers is really not bad (our review is here), but it will suit basically only users of basic communication services. There are no additional services / discounts and price-reducing options on the tariff. You will pay for mobile Internet at 8.45 rubles. per megabyte rounded up to 100 kb, no SMS or GPRS traffic. Intra-network roaming is enabled, but no services such as "Neighboring regions" and "Everywhere at home", you will have to pay for everything in full. And so on through the entire list of options and add-ons. services.
  • The question of subscriber service remained unanswered, although I honestly tortured all the Allo representatives present with prejudice. They were convinced that the contact center was immensely professional, and self-service systems were also immensely friendly and intuitive. In the most extreme case, promoters at the counters will help or cashiers will not leave you in trouble, and such a service is needed for a maximum of 2% of subscribers. Personally, it seemed to me that no one thought about this topic.But these 2% of stubborn subscribers will easily bring any promoter to a psychiatric hospital with their demands to print out the history of the balance and clearly demonstrate all the stages of moving thirty kopecks “missing” from the balance. And what about the monthly bill required by the "Law on Communications", and even (God forbid) certified by the seal of the operator? And who will give details of conversations, and where will promoters get this detail? And what about signing an agreement for full-fledged international roaming (and it is firmly promised in Allo) with accompanying photocopying of the passport? And so on, including new topics about the transformation of points into minutes and their unexpected "burning", because only the most meticulous will read the explanations about the validity of packages. Probably, they will somehow solve these problems as they become available, but the ambiguity is slightly alarming.

They think that there will be no questions, yes, yes. The project is just being launched, and I have already smashed the calculator against the wall and secretly expropriated the counting sticks from the child. It didn't help, by the way. I look at an advertisement for 15 minutes of communication as a bonus for 85 rubles spent on purchases and frantically sort out counting sticks in my hands, all the time I get 17 points. For which you can’t even get one minute, the maximum is 1 SMS at a price of 15 points and a validity period of 2 days. And how are you going to explain this marketing-mathematical somersault to a pensioner standing with an advertisement in front of the cash register?

But otherwise, everything is fine and the tariff will really please the same pensioner with unusually cheap calls to landlines. Let's not rush to conclusions, for sure over time everything will settle down and somehow form. The idea itself is good and correct, no doubt.

Allo operator

Official information on the new virtual operator Allo!, which is building its network on the MTS technical platform. Business model, advantages and disadvantages from the perspective of the end user.

Lyrics

For several years now, the question of the timing of the publication of materials has been popping up in the mail and forums. I'm in real trouble because of this. The standard procedure is to “report” a preliminary news announcement, wait for the official launch of the tariff or service, wait another day or two until possible errors are corrected and the descriptions on the site are finally “licked out”. Then you can publish your description, slowly prepared and correct to the last comma. If there weren’t your angry letters about spelling sloppiness and the press services would love me, unimaginable grace would come.

I didn't write this to be flirtatious, but as an explanation for the fact that sometimes you have to do double work and return to previously published materials. The information obtained, collected and “calculated” is rarely exhaustive, inaccuracies and errors also occur. The inevitable price for efficiency, nothing can be done.

So the official launch of the Allyo project, a virtual operator based on the technical base of the MTS network, took place. We published a detailed analysis of the 1-2-3 tariffs on July 20, you can read the material here. The figures given in our description have not changed, but many interesting and important features of the project have only just come to light. Let's analyze those key characteristics of the project that were not included in the previous review, without which the “portrait” of “Allyo” would be incomplete.

The full text of the official press release can be found here, extracts from important quotes:

". MTS and X5 Retail Group N.V announce the launch of a new virtual operator (MVNO - mobile virtual network operator) "Allyo" based on the MTS network. Allo products are based not only on the favorable cost of communication services, but also on integration with the accumulative points system for regular customers participating in the Perekrestok Club and Magic Card (Carousel) loyalty programs. "Allyo" is a brand for economical, but appreciating the quality and transparency of the bonus system of consumers. Subscribers of the new network have 3 ways to accumulate points: using incoming and outgoing calls, while making purchases. In turn, subscribers have a unique opportunity not only to accumulate, but also to spend bonus points by paying for Allyo services and, thus, significantly reduce their spending on calls.

… When purchasing the starting tariff “1-2-3”, unique gifts await buyers: 50 free voice minutes and 50 free SMS messages to Allyo network subscribers. For those not already participating in loyalty programs, a free Jeep Membership Card will be offered.

The cooperation agreement between X5 Retail Group and MTS was signed in May 2010. As part of the partnership, MTS will provide Allyo subscribers with a full package of GSM communication services (including voice communication and all basic services such as roaming, mobile Internet, SMS and MMS). X5 Retail Group, which provides services under its own brand, sets tariffs, engages in attracting and servicing subscribers, and also provides information support for offers in stores.”

Who benefits?

All details about the program can be found on the project website, www.AlleMobile.ru You can also call the dedicated number of the contact center "0599" (for Alle subscribers) or the toll-free number "8-800-100-05-99 ". The tariff is very good in its own way, but this is not the main thing. The core of the project is the "circle of loyalty in nature" from which, according to its creators, all parties benefit. The SIM card is "attached" to the bonus card of the distribution network, this is important. Key ideas of the project:

Explanation point by point in simple words:

  • The MVNO Light model provides for relatively moderate costs for a virtual operator, the technical side is almost completely provided by the “donor” operator. An operator license for this type of activity is not required. At the same time, Allyo has its own platform on which bonus points and related minute/SMS packages will be processed and calculated.
  • The kits will be sold exclusively in 143 Perekrestok supermarkets and 11 Karusel hypermarkets, it is useless to apply for boxes in MTS stores. Sets will be sold at special racks in the supermarket trading floors. There are no plans to sell kits in Pyaterochka stores yet, but in the future boxes with cheap phones may appear there along with the Allyo tariff in the kit.
  • The "live" subscription service is supposed to be carried out by the same promoters who will sell the kits. Plus by phone by the specialists of a separate dedicated contact center, plus self-service systems (Internet assistant), similar to those in the MTS network.
  • When purchasing a set, the SIM card is “linked” to the existing bonus card of the distribution network. In the absence of such a club card, the buyer of the set receives a bonus card as a gift, thereby saving his hard-earned 49 rubles. (cost of bonus card).
  • The stated term for registering a club card in the system is 20 days from the date of its receipt.
  • The bonus account on the club card is a kind of "node station" for the accumulation and subsequent distribution of points. When making purchases in the distribution network, we get at least 2 points for every 10 rubles spent, respectively, spending 10 rubles. for communication services we get the same 2 points to the bonus account. In addition, by accepting incoming calls from other operators, we get 1 point for every minute of incoming communication.
  • The main advantage of points is their full convertibility within the system. By spending money on the phone and buying products / goods, we “earn” points that can be used to pay for products and / or the same phone. Roughly speaking, you can eat well and call for free, or you can tryndet on the phone from morning to evening and, at the very least, feed yourself on points. Well, and all intermediate-compromise options, the choice is yours.
  • For the time being, the "one card - one SIM" scheme is in effect. In the future, it is planned to be able to “link” up to ten SIM cards to one club card.
  • Points are credited to the phone's personal account not without a little trick: points are converted into packages of minutes and / or SMS, the validity of the packages does not exceed 30 days. Moreover, the smaller the package, the faster it will have to be used up. For the most impatient, there is a "package" of one minute or one SMS message valid for two days. A complete list of packages with expiration dates can be found here.
  • To turn bonus points into minutes and / or SMS, you need to call the contact center and inform about your desire.As far as I understand, if you have the required amount of points on the bonus account, the conversion of points into minutes will occur immediately. In the future, it is planned to implement the possibility of self-ordering minutes/SMS via the Web interface and, perhaps, even from the phone menu.

Possible problems

I forgot to write that a branded SIM-card will certainly be of interest to collectors of cellular rarities and just collections of SIM cards, here I am correcting myself. Now about the potential "ugly". In any new business, certain roughnesses are inevitable at the implementation stage, and there are also some “innate” shortcomings. A short list of what immediately catches your eye:

  • The tariff offered to future subscribers is really not bad (our review is here), but it will suit basically only users of basic communication services. There are no additional services / discounts and price-reducing options on the tariff. You will pay for mobile Internet at 8.45 rubles. per megabyte rounded up to 100 kb, no SMS or GPRS traffic. Intra-network roaming is enabled, but no services such as "Neighboring regions" and "Everywhere at home", you will have to pay for everything in full. And so on through the entire list of options and add-ons. services.
  • The question of subscriber service remained unanswered, although I honestly tortured all the Allo representatives present with prejudice. They were convinced that the contact center was immensely professional, and self-service systems were also immensely friendly and intuitive. In the most extreme case, promoters at the counters will help or cashiers will not leave you in trouble, and such a service is needed for a maximum of 2% of subscribers. Personally, it seemed to me that no one thought about this topic.But these 2% of stubborn subscribers will easily drive any promoter to a psychiatric hospital with their demands to print out the history of the balance and clearly demonstrate all the stages of moving thirty kopecks “missing” from the balance. And what about the monthly bill required by the "Law on Communications", and even (God forbid) certified by the seal of the operator? And who will give details of conversations, and where will promoters get this detail? And what about signing an agreement for full-fledged international roaming (and it is firmly promised in Allo) with accompanying photocopying of the passport? And so on, including new topics about the transformation of points into minutes and their unexpected "burning", because only the most meticulous will read the explanations about the validity of packages. Probably, they will somehow solve these problems as they become available, but the ambiguity is slightly alarming.

They think that there will be no questions, yes, yes. The project is just being launched, and I have already smashed the calculator against the wall and secretly expropriated the counting sticks from the child. It didn't help, by the way. I look at an advertisement for 15 minutes of communication as a bonus for 85 rubles spent on purchases and frantically sort out counting sticks in my hands, all the time I get 17 points. For which you won’t even get one minute, the maximum is 1 SMS at a price of 15 points and a validity period of 2 days. And how are you going to explain this marketing-mathematical somersault to a pensioner standing with an advertisement in front of the cash register?

But otherwise, everything is fine and the tariff will really please the same pensioner with unusually cheap calls to landlines. Let's not rush to conclusions, for sure over time everything will settle down and somehow form. The idea itself is good and correct, no doubt.

Allo operator

Official information on the new virtual operator Allo!, which is building its network on the MTS technical platform. Business model, advantages and disadvantages from the perspective of the end user.

Lyrics

For several years now, the question of the timing of the publication of materials has been popping up in the mail and forums. I'm in real trouble because of this. The standard procedure is to “report” a preliminary news announcement, wait for the official launch of the tariff or service, wait another day or two until possible errors are corrected and the descriptions on the site are finally “licked out”. Then you can publish your description, slowly prepared and correct to the last comma. If there weren’t your angry letters about spelling sloppiness and the press services would love me, unimaginable grace would come.

I didn't write this to be flirtatious, but as an explanation for the fact that sometimes you have to do double work and return to previously published materials. The information obtained, collected and “calculated” is rarely exhaustive, inaccuracies and errors also occur. The inevitable price for efficiency, nothing can be done.

So the official launch of the Allyo project, a virtual operator based on the technical base of the MTS network, took place. We published a detailed analysis of 1-2-3 tariffs on July 20, you can read the material here. The figures given in our description have not changed, but many interesting and important features of the project have only just come to light. Let's analyze those key characteristics of the project that were not included in the previous review, without which the “portrait” of “Allyo” would be incomplete.

The full text of the official press release can be found here, extracts from important quotes:

". MTS and X5 Retail Group N.V announce the launch of a new virtual operator (MVNO - mobile virtual network operator) "Allyo" based on the MTS network. Allo products are based not only on the favorable cost of communication services, but also on integration with the accumulative points system for regular customers participating in the Perekrestok Club and Magic Card (Carousel) loyalty programs. "Allyo" is a brand for economical, but appreciating the quality and transparency of the bonus system of consumers. Subscribers of the new network have 3 ways to accumulate points: using incoming and outgoing calls, while making purchases. In turn, subscribers have a unique opportunity not only to accumulate, but also to spend bonus points by paying for Allyo services and, thus, significantly reduce their spending on calls.

… When purchasing the starting tariff “1-2-3”, unique gifts await buyers: 50 free voice minutes and 50 free SMS messages to Allyo network subscribers. For those not already participating in loyalty programs, a free Jeep Membership Card will be offered.

… When purchasing the starting tariff “1-2-3”, unique gifts await buyers: 50 free voice minutes and 50 free SMS messages to Allyo network subscribers. Those who do not yet participate in loyalty programs will be offered a free Card Jeep Jeep program participant.

The cooperation agreement between X5 Retail Group and MTS was signed in May 2010. As part of the partnership, MTS will provide Allyo subscribers with a full package of GSM communication services (including voice communication and all basic services such as roaming, mobile Internet, SMS and MMS). X5 Retail Group, which provides services under its own brand, sets tariffs, engages in attracting and servicing subscribers, and also provides information support for offers in stores.”

Who benefits?

All details about the program can be found on the project website, www.AlleMobile.ru You can also call the dedicated number of the contact center "0599" (for Alle subscribers) or the toll-free number "8-800-100-05-99 ". The tariff is very good in its own way, but this is not the main thing. The core of the project is the "circle of loyalty in nature" from which, according to its creators, all parties benefit. The SIM card is "attached" to the bonus card of the distribution network, this is important. Key ideas of the project:

  • A subscriber who has bought an Allo box receives a tariff with good prices for basic services and a significant discount for communication within the virtual operator's network, plus the opportunity to pay for communication services through bonuses received for purchases in supermarkets.
  • X5 Retail Group acquires very loyal customers, because the packages of minutes and SMS messages “dropped” onto the personal account are much more tangible than virtual points, which can only slightly reduce the final amount of the next check. In addition, X5 Retail Group is acquiring a team of free promoters in the future, because each Allyo user is interested in calling friends/relatives with a 50% discount.
  • MTS receives new subscribers (it is impossible to switch to this tariff), and the subscribers are "live", this will be taken care of by a well-thought-out scheme for accruing and spending bonus minutes/SMS. At the same time, the operator's expenses for servicing Allyo subscribers are minimal.

I phrased it a bit cynically, but that's basically the way it is. And who said that this is bad or too selfish? Any joint business project is doomed to die, collapse or serious optimization if it does not bring tangible benefits to one of the participants. In the Allyo project, everyone, including subscribers, has their own "selfish" interest.

How it works

First, a quote from the official explanation:

“As part of the partnership, MTS presents a dedicated pool of numbers, and also provides X5 subscribers with a full package of communication services, including voice communication and all basic services - roaming, mobile Internet, SMS and MMS. Company X5 Retail Group N.V. provides services under its own brand, including setting the tariffs of a virtual operator, attracting and servicing subscribers, as well as providing information support for offers in stores. Purchase the tariff plan "One, two, three!" in Moscow and the Moscow Region in any of the 143 Perekrestok stores and 11 Karusel hypermarkets. For tariff subscribers, a special support service number 0599 is available. MTS and X5 Retail Group are implementing a special solution for integrating the operator’s automatic settlement system and the bonus system of retail chains - tariff subscribers can exchange points accumulated under the Perekrestok and Karusel bonus programs for packages cellular communication services, including voice communication and SMS messages.

Explanation point by point in simple words:

  • The MVNO Light model provides for relatively moderate costs for a virtual operator, the technical side is almost completely provided by the “donor” operator. An operator license for this type of activity is not required. At the same time, Allyo has its own platform on which bonus points and related minute/SMS packages will be processed and calculated.
  • The kits will be sold exclusively in 143 Perekrestok supermarkets and 11 Karusel hypermarkets, it is useless to apply for boxes in MTS stores. Sets will be sold at special racks in the supermarket trading floors. There are no plans to sell kits in Pyaterochka stores yet, but in the future boxes with cheap phones may appear there along with the Allyo tariff in the kit.
  • The "live" subscription service is supposed to be carried out by the same promoters who will sell the kits. Plus by phone by the specialists of a separate dedicated contact center, plus self-service systems (Internet assistant), similar to those in the MTS network.
  • When purchasing a set, the SIM card is “linked” to the existing bonus card of the distribution network. In the absence of such a club card, the buyer of the set receives a bonus card as a gift, thereby saving his hard-earned 49 rubles. (cost of bonus card).
  • The stated term for registering a club card in the system is 20 days from the date of its receipt.
  • The bonus account on the club card is a kind of "node station" for the accumulation and subsequent distribution of points. When making purchases in the distribution network, we get at least 2 points for every 10 rubles spent, respectively, spending 10 rubles. for communication services we get the same 2 points to the bonus account. In addition, by accepting incoming calls from other operators, we get 1 point for every minute of incoming communication.
  • The main advantage of points is their full convertibility within the system. By spending money on the phone and buying products / goods, we “earn” points that can be used to pay for products and / or the same phone. Roughly speaking, you can eat well and call for free, or you can tryndet on the phone from morning to evening and, at the very least, feed yourself on points. Well, and all intermediate-compromise options, the choice is yours.
  • For the time being, the "one card - one SIM" scheme is in effect. In the future, it is planned to be able to “link” up to ten SIM cards to one club card.
  • Points are credited to the phone's personal account not without a little trick: points are converted into packages of minutes and / or SMS, the validity of the packages does not exceed 30 days. Moreover, the smaller the package, the faster it will have to be used up. For the most impatient, there is a "package" of one minute or one SMS message valid for two days. A complete list of packages with expiration dates can be found here.
  • To turn bonus points into minutes and / or SMS, you need to call the contact center and inform about your desire.As far as I understand, if you have the required amount of points on the bonus account, the conversion of points into minutes will occur immediately. In the future, it is planned to implement the possibility of self-ordering minutes/SMS via the Web interface and, perhaps, even from the phone menu.

Possible problems

I forgot to write that a branded SIM-card will certainly be of interest to collectors of cellular rarities and just collections of SIM cards, here I am correcting myself. Now about the potential "ugly". In any new business, certain roughnesses are inevitable at the implementation stage, and there are also some “innate” shortcomings. A short list of what immediately catches your eye:

  • The tariff offered to future subscribers is really not bad (our review is here), but it will suit basically only users of basic communication services. There are no additional services / discounts and price-reducing options on the tariff. You will pay for mobile Internet at 8.45 rubles. per megabyte rounded up to 100 kb, no SMS or GPRS traffic. Intra-network roaming is enabled, but no services such as "Neighboring regions" and "Everywhere at home", you will have to pay for everything in full. And so on through the entire list of options and add-ons. services.
  • The question of subscriber service remained unanswered, although I honestly tortured all the Allo representatives present with prejudice. They were convinced that the contact center was immensely professional, and self-service systems were also immensely friendly and intuitive. In the most extreme case, promoters at the counters will help or cashiers will not leave you in trouble, and such a service is needed for a maximum of 2% of subscribers. Personally, it seemed to me that no one thought about this topic.But these 2% of stubborn subscribers will easily bring any promoter to a psychiatric hospital with their demands to print out the history of the balance and clearly demonstrate all the stages of moving thirty kopecks “missing” from the balance. And what about the monthly bill required by the "Law on Communications", and even (God forbid) certified by the seal of the operator? And who will give details of conversations, and where will promoters get this detail? And what about signing an agreement for full-fledged international roaming (and it is firmly promised in Allo) with accompanying photocopying of the passport? And so on, including new topics about the transformation of points into minutes and their unexpected "burning", because only the most meticulous will read the explanations about the validity of packages. Probably, they will somehow solve these problems as they become available, but the ambiguity is slightly alarming.

They think that there will be no questions, yes, yes. The project is just being launched, and I have already smashed the calculator against the wall and secretly expropriated the counting sticks from the child. It didn't help, by the way. I look at an advertisement for 15 minutes of communication as a bonus for 85 rubles spent on purchases and frantically sort out counting sticks in my hands, all the time I get 17 points. For which you won’t even get one minute, the maximum is 1 SMS at a price of 15 points and a validity period of 2 days. And how are you going to explain this marketing-mathematical somersault to a pensioner standing with an advertisement in front of the cash register?

But otherwise, everything is fine and the tariff will really please the same pensioner with unusually cheap calls to landlines. Let's not rush to conclusions, for sure over time everything will settle down and somehow form. The idea itself is good and correct, no doubt.