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.
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.
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
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
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
J'son & Partners Consulting