Technology & Innovation

MTS and the three-way pipe

May 12, 2010

Global

May 12, 2010

Global
Our Editors

The Economist Intelligence Unit

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Michael Hecker, vice-president of strategy and corporate development for MTS, Russia’s largest mobile network operator, describes the company’s strategy as a three-pronged affair: “smart pipe, content pipe and dumb pipe”.

“Smart pipe” involves partnering with other companies to provide the best possible user experience to the customer. One example of that is a deal with a Russian social-networking site called Odnoklassniki (translated as “classmates”), which gets about 12m users daily. “That has brought a huge increase in data access usage and revenue, as well as customer loyalty, because with an MTS phone a customer has the Odnoklassniki experience on mobile for the first time,” says Mr Hecker.

“Content pipe” extends MTS’s role in the value chain. It operates a portal called Omlet.ru that takes a share of revenue from the sale of music and videos to customers. MTS aims to make Omlet.ru the iTunes of Russia and the Commonwealth of Independent States (CIS). Helped by its retail presence of over 3,000 stores, the operator has a more powerful brand than Apple’s in this region. Moreover, because Omlet.ru is loaded with Russian content, it may hold greater appeal to the typical Russian consumer than a more international, English-language storefront such as iTunes. “Another advantage we have is control of the billing and payment relationship in a country where credit cards are not widely used as a payment tool,” notes Mr Hecker.

Sales on Omlet.ru helped MTS to earn Rb13.2bn (US$421m) in content revenue in the third quarter of 2009—exceeding even the Rb10.2bn (US$325m) it made from data-traffic revenue (although much of the content revenue was generated by the sale of ringback tones and other add-on services). Even so, as MTS expands its networks in Russia, particularly after recently gaining permission to provide 3G (third-generation) services in Moscow, the “dumb pipe”, access-revenue part of the business may be the one that matters most.

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