Yota (mobile operator): reviews, tariffs, connection

In the Russian cellular market, a new player has appeared - Yota. For a long time, this corporation was known as a provider of wireless Internet access. In the spectrum of services of the new operator, all those services that are in demand today, that is, voice communications, SMS, and access to the network. The latter is characterized by unlimited, and in absolutely real terms. If the tariffs of other cellular operators apply a restriction on traffic in excess of the prepaid amount, then Yota does not use this approach, at least for now. What chances to gain a foothold in the Russian market is a mobile operator as young as Yota? What kind of feedback is prevalent? What is the use of Yota services especially for subscribers?

Access to the market

The actual launch of the new mobile operator Yota was carried out in August 2014. The issuance of SIM-cards under this brand began in Moscow, St. Petersburg, Vladimir, Tula and the Far Eastern cities: Vladivostok and Khabarovsk. Interestingly, preliminary applications for receiving SIM-cards users could submit in advance through the mobile application. At the same time, Yota ("mobile communication operator") announced its new status in April. Prior to that, for many years, this organization was mainly engaged in providing services for wireless Internet access. Activity in this direction is still conducted by the company: it sells the appropriate type of branded modems. Therefore, for the unmistakable delineation of the two main types of services provided by the organization (mobile Internet and cellular communication), we will refer to the company as "Yota-mobile operator" in our article. In turn, if we only talk about mobile Internet, we will call the company "Yota-provider".

The company plans to ensure the presence of the brand as a provider of cellular communication services in all regions of Russia. The target audience, which was defined by the company Yota-mobile operator, is iPad-, iPhone- and Android-enthusiasts. That is, those people who are used to using mobile Internet. Let's also note that Yota company can be considered as an independent player in the cellular communications market. The fact is that this organization is a subsidiary of Megafon. At the same time, as some analysts believe, Yota-mobile operator "can not win" a certain share of the market from other major corporations of the segment ("MTS" and "Beeline").

Basic tariffs

Tariff policy of the new mobile communications provider is quite young. For example, at the time of entering the market, the company made it possible to use only one tariff, including 300 minutes of calls, unlimited Internet and any number of SMS for 750 rubles per month. Those that Yota-mobile operator offers, today tariffs, mainly, differ by the number of calls to phones. That is, there is a "basic" monthly payment of 300 rubles, it guarantees unlimited Internet. In turn, you can pay 50 rubles and get an unlimited number of SMS. The minimum surcharge for voice calls is 140 rubles (100 minutes), the maximum - 990 (1200 minutes).

Restrictions

Note that the SIM card from the new mobile operator is suitable only for smartphones, tablets and cell phones. You can not connect it to a PC, you can use the modem from Yota-provider to access the Internet.

Devices in which the SIM-card, which was released by Yota-mobile operator, will be fully functional, 4PDA-type. Also with the help of mobile devices with a SIM card from Yota, you can not "distribute" the Internet in Wi-Fi mode. Some experts note that if the provider detects a violation in using the SIM card, the access speed to the network can be reduced to 32 kbps. The truth is not entirely clear how this will be implemented in practice.

At the same time, the company will introduce a similar restriction if it is discovered that the owner of the mobile device uses file-sharing networks, for example "torrents", or large files are downloaded. Unlike the definition of the fact of distribution of Wi-Fi, problems with recording requests for trackers from Yota should not be. If there are no violations from the user's side, then access to the network at a decent speed through the standard 4G and, moreover, unlimited, is guaranteed.

Connectivity

How to connect to the services that Yota-mobile operator offers? There are two main ways. SIM-card from this provider can be ordered through the company's website or use a mobile application. The ordered SIM-card will be brought by the courier. Also, it can be collected at the issuing points, the address of which will be displayed in the application. If customers experience difficulties in using the services, Yota-mobile configuration operator will send through their support service, they are necessary for correct operation of SIM-cards. At the same time, the emphasis is on the interaction of the relevant supplier structure with customers through online channels, for example via chat.

Reviews

Yota-mobile phone operator reviews of experts and users is very different. They can be conditionally classified into three categories. The first characterize the quality of providing communication services. Second - the company's pricing policy. Still others are the market prospects of the new operator. Regarding reviews of the first type, we can say that in general they are positive. And this is not surprising, since Yota company largely uses the infrastructure of Megafon, which, probably, is not inferior in terms of manufacturability to that used by other operators. Regarding prices, the opinions of users and experts are different.

Premium product

Yota-mobile operator offers tariffs, mainly for customers in the premium segment. Since by simply comparing them to even those of Megafon, their benefits are not so obvious. Moreover, there are noted limitations in the use of the Internet. There is another point of view, according to which tariffs from Yota are quite fair. The fact is that it is really unlimited Internet for a monthly fee of 300 rubles a month (unless you violate the rules for using it, it has no restrictions on traffic, speed, etc.), not every operator can.

Many users, by the way, are impressed by the sales channel, which was organized by Yota-mobile operator. Customer testimonials indicate that courier delivery is convenient. You can order a SIM-card anywhere in the city, home, at work.

Coating

How effective is the new operator ready to serve subscribers in the coverage area aspect? Everything depends, first of all, on the communication technology used. Of course, Yota-mobile operator coverage by the standards of 2G and 3G provides almost everywhere, if we talk about the cities of the company's presence.

Another thing, if it comes to the latest technology based on 4G. In this case, the one that the Yota-mobile operator guarantees, the coverage area is distributed, even if we talk about Moscow, it is not always even. At the same time, to satisfy the basic needs of Internet use, there are enough resources that include the 3G standard. Given that Yota customers do not want to download large files, the practical need for speeds of more than 3-4 Mbit, which gives 3G, may be low.

Marketing

Actually, it is possible to talk separately about the reviews that characterize the market prospects of a new provider of cellular communication services. There is an opinion that Yota, in particular, is not quite effective in the aspect of using sales channels. As we have already said, the distribution of SIM-cards is carried out through an order through the site and delivery by courier or by using dispensing points. This is not the most optimal way that Yota-mobile operator has chosen, the reviews of employees of some analytical agencies are sustained in this tone. The fact is that to win a significant market share the company needs to win a target group of customers of 10 million people, this requires more large-scale distribution channels, such as, for example, retail brand networks.

Innovations in sales

There are also experts who believe that the resources Yota selected for the distribution of SIM-cards, in fact, are revolutionary in their way. The fact is that with the use of standard channels, in particular retail brands, the cost of attracting a client is about 500-700 rubles, and this is usually a minimum. If you use courier services, then the indicator is reduced by about half. Another thing is that the dynamics of distribution in this case is lower. However, it is quite acceptable to assume that Yota will use innovative methods of distribution only at the very beginning of the business, if necessary, using standard, albeit more expensive channels.

The Internet will be unlimited?

It is believed that over time, Yota, announcing its willingness to provide services for access to the Internet in a completely unlimited format, will move to a model in which, possibly, there will be limitations. Now, given a relatively small number of users (in comparison with the number of subscribers of the same "Megaphone" and other Big Three companies), this mobile communication operator can provide unlimited access to the Internet without any nuances (except for restrictions on downloading "torrents") . There are experts who believe that there are no objective prerequisites for that. At least for the reason that the average Russian mobile Internet user downloads files and data by about 3-5 gigabytes per month.

The user does not need much

This amount is generally guaranteed in the "standard" tariff plans of other cellular operators, but in the framework of prepaid traffic and for the same 300 rubles per month. Probably, experts believe that, firstly, Yota has no special reason to expect that in the segment where the company will provide services, the average monthly traffic volume will grow significantly relative to 3-5 gigabytes (especially taking into account the restrictions on "torrents" and files Large size), and secondly, the technology is still evolving. And so the potential load on the server may not be so critical to depart from the policy of providing unlimited Internet access.

Segments of the market

Above we said that Yota will probably concentrate on Premium-level customers. That is, those who may be willing to overpay for additional communication services provided they use unlimited Internet. At the same time, there is a version that the spectrum of clients of the new operator will also be replenished by those who are accustomed to medium-priced tariffs. To that can promote, for example, favorable roaming policy Yota.

All calls between subscribers of this operator are now free throughout Russia. In addition, according to some experts, unlimited SMS for 50 rubles is quite a competitive price even against the background of "standard" tariffs from other operators. SMS has not yet gone out of fashion, despite the fact that online messengers are becoming increasingly popular. However, experts find it difficult to say, analyzing the prospects of the business model that Yota-mobile operator offers, when the company will master the new target groups of customers.

Yota - the competitor of "Megaphone"?

Can Yota be considered a direct competitor of Megafon, despite the fact that it is a subsidiary of one of the leading Russian operators? Experts believe that this is not so. There are absolutely radical versions on this score. According to one of them, Megafon is in principle not interested in the success of the new business implemented by Yota. The mobile operator (some analysts' reviews, at least, contain such assumptions) appeared on the market not in order to select a part of the holding company's customers, of which the constituent is a part. Most likely, experts believe, this is due to the desire of the management of an innovative company to get used to niches that are radically new for the Russian cellular market.

There is a version that Yota was forced to develop unusual channels for the distribution of SIM-cards to a certain extent because Megafon did not provide the company with a resource in the form of its own dealer network.

Yota and retail chains

There is also an opinion that the mobile operator can use this opportunity in the future. But so far, as evidenced by the experts' comments on the activities carried out by Yota-mobile operator, reviews and reviews on thematic portals, the company is trying to reach an agreement with Euroset and Svyaznoy dealers. Therefore, even if the holding company does not give the green light to the dealership, Yota will have a spare resource. Although the resource that the Yota-mobile operator has, it is possible to connect sufficiently quickly, and it is not necessary for a potential client to look for other options, such as a visit to the office of a retail brand.