J’son & Partners Consulting presents main results of the research: Self Service Provided by TOP 3 Russian Operators.

 

The increase of subscribers’ base is very low nowadays on the Russian cellular market and operator’s competition refocused towards keeping the subscribers and increasing their loyalty. The best way in this direction is to improve services that make management of services from mobile phone easier for subscribers. In this view, J’son & Partners Consulting researched self service in mobile and web apps (personal account) of the leading Russian cellular operators.

 

Methodology

 

The research of mobile apps and personal accounts was accomplished based on functionality (operability) analysis, convenience of use, users’ reviews in apps shops.

 

Functionality card was developed for the analysis:

 

 

J’son & Partners Consulting researched availability or lack of different functions in the app (total number – 25). Final estimation for functionality is equal to number of functions, available for subscribers (quantitative estimation).

 

Besides this, the convenience of use was also included in the scoring. J’son & Partners Consulting specialists tested each function of mobile app and personal account, afterwards put scores from 1- 5, where 5 – is the most convenient, 1 – the most complicated access. 125 – is the maximum amount of points that is possible to receive.

 

Company’s experts also researched the availability of apps in apps shops (AppStore and Google Play) including users’ reviews, their positive and negative opinions.

 

 

1. Results of the research – mobile apps:

 

Below you can find a table with scores of mobile self service apps by leading Russian operators.

 

 

J’son & Partners Consulting experts marked the following moments during research of mobile apps’ services by Russian cellular operators:

 

• Beeline app: has max functionality and vast range of additional functions which help to solve wide range of users’ tasks – available directly via app.
• Megafon app: very convenient and modern, has range of obligatory functions, but number of additional functions is very low. Besides, the app operates in limited number of regions and only on one operational system - iOS
• MTS app: based on USSD inquiries, it makes impossible to use the app in Wi-Fi Internet networks. The app is only working via connection to mobile internet access provided by operator and usually that is not very convenient for subscribers.

 

Mobile self service apps by cellular operators present all range of services provided by operators in a convenient way. According to J’son & Partners Consulting experts’ opinion, self service will be the key in the “fight” for keeping subscribers’ base and in the coming time we will see the increase of competition on the market.

 

2. Results of self service scores – personal accounts

 

Estimation of personal accounts’ functionality was based on the logic of mobile apps’ analysis. The scoring table of personal account functionality contains 22 functions. Major functions are the same in personal account and mobile app.

 

Functionality of personal account is being developed on high level by all operators; there are obligatory and additional functions.

 

 

Nevertheless, there is difference between functionality of different operators:

 

• Beeline personal account: user has a lot of additional functions, such as to make payments for goods and services via personal mobile account that correspond to the functionality of payment system.
• Megafon personal account: range of basic services is the same as self service in the mobile app, but there is no statistics in the app.
• MTS personal account: a lot of functions available in personal settings, but there is no search or opportunity to contact customers service in the personal account.

 

Key conclusions

 

Self service app is a new communication channel between cellular operator and subscribers. The quality and content of this service have direct influence on users’ satisfaction with operator.

 

The functionality of operators’ mobile self service apps is close to the completed full version at the moment: all researched operators’ apps allow to solve almost all basic tasks.

 

At the same time, there is still the room for improvement. Such conclusion is being confirmed by not always high scores and reviews made by mobile apps and personal accounts’ users. The improvement of services which simplify the management of cellular services via mobile phone is one of the key ways to improve clients’ loyalty and way to keep subscribers’ base.

 

It is worth to mention, in the process of improving the quality, operators’ self service apps are becoming full scale marketing channel for operators’ services promotion.

 

Detailed results of the Research are presented in the full version of the Report:Self Service provided by cellular operators in Russia

 

1. Introduction

2. Resume

3. Methodology 

4. Overview of self service – mobile apps by Russian cellular operators

  4.1.      Beeline mobile app

  4.2.      Megafon mobile app

  4.3.      MTS mobile app

  4.4.     Mobile apps of other operators

  4.5.      Comparative analysis of self service in mobile apps by Russian cellular operators

5. Overview of self service – web apps by Russian cellular operators 

  5.1.      Beeline personal account  

  5.2.      Megafon personal account  

  5.3.      MTS personal account  

  5.4.      Personal account of other operators  

  5.5.      Comparative analysis of self service - personal account by Russian cellular operators

6. Overview of self service provided by foreign operators

7. Key results of the research

8. Conclusion

 

List of illustrations

Illustration 1. Beeline app’s screenshot

Illustration 2. Beeline app’s screenshot

Illustration 3. Beeline app’s screenshot

Illustration 4. Self-service Beeline app’s screenshot

Illustration 5. Beeline app shop’s screenshot in AppStore

Illustration 6. Beeline app shop’s screenshot in Google Play

Illustration 7. Beeline app shop’s screenshot in Google Play

Illustration 8. Rating of Beeline app’s in AppStore

Illustration 9. Rating of Beeline app’s in GooglePlay

Illustration 10. Beeline app’s reviews in AppStore

Illustration 11. Beeline app’s reviews in Google Play

Illustration 12. Megafon app’s screenshot

Illustration 13. Megafon app’s screenshot

Illustration 14. Megafon app shop’s screenshot in AppStore

Illustration 15. Megafon app shop’s screenshot in AppStore

Illustration 16. Megafon app shop’s screenshot in Google Play

Illustration 17. Megafon app shop’s screenshot in Google Play

Illustration 18. Rating of Megafon app’s in AppStore

Illustration 19. Megafon app’s description in AppStore

Illustration 20. MTS app’s screenshot

Illustration 21. MTS app’s screenshot

Illustration 22. MTS app’s screenshot

Illustration 23. MTS app shop’s screenshot in AppStore

Illustration 24. MTS app shop’s screenshot in AppStore

Illustration 25. MTS app shop’s screenshot in Google Play

Illustration 26. MTS app shop’s screenshot in Google Play

Illustration 27. Rating in AppStore

Illustration 28. Rating in Google Play

Illustration 29. MTS app’s reviews in AppStore

Illustration 30. MTS app’s reviews in Google Play

Illustration 31. Tele2 app’s screenshot

Illustration 32. Tele2 mobila app’s rating in Google Play

Illustration 33. Yota app’s screenshot

Illustration 34. Yota mobila app’s rating in Google Play

Illustration 35. Yota mobila app’s rating in AppStore

Illustration 36. Beeline personal account’s screenshot

Illustration 37. Beeline personal account’s screenshot

Illustration 38. Megafon personal account’s screenshot

Illustration 39. MTS personal account’s screenshot

Illustration 40. Vodafone app’s screenshot

Illustration 41. My Verzion app’s screenshot

Illustration 42. T-Mobile app’s screenshot

 

List of Tables

Table 1. Mobile app’s Beeline functionality testing

Table 2. Estimation of mobile app’s Beeline operability

Table 3. Beeline app – negative reviews

Table 4. Beeline app – positive reviews

Table 5. Estimation of mobile app’s Beeline by different criterias

Table 6. Mobile app’s Megafon functionality testing

Table 7. Estimation of mobile app’s Megafon operability

Table 8. Megafon app – negative reviews

Table 9. Megafon app – positive reviews

Table 10. Estimation of mobile app’s Megafon by different criterias

Table 11. Mobile app’s MTS functionality testing

Table 12. Estimation of mobile app’s MTS operability

Table 13. MTS app – negative review

Table 14. MTS app – positive reviews

Table 15. Estimation of mobile app’s MTS by different criterias

Table 16. Summary table: estimation of mobile apps by russian cellular operators Megafon, Beeline, MTS.

Table 17. Operability Personal Account Beeline

Table 18. Operability Personal Account Megafon

Table 19. Operability Personal Account MTS

 

 

 

This Information Note is Prepared by J’son & Partners Consulting, We strive to provide factual and prognostic data that fully reflect the situation and are available to us before issuing the material. J’son & Partners Consulting reserves the right to revise the data after publication of new official information by the market players.

 

For additional information:
Pavel Ermolich Commercial Director   Pavel.Ermolich@json.ru  Web site: www.json.ru; www.json.tv   J'son & Partners Consulting	11/2a, Armyansky pereulok, Moscow, Russia, 101990 T.: +7 (495) 625-72-45