Russian operator MTS has introduced a new service that enables subscribers to form packages of services according to their own needs. Customers may choose from mobile data traffic packages varying from 5 to 30 GB, voice bundles from 200 to 2,000 minutes, and SMS packages from 50 to 200 text-messages.

Customers may also activate OTT services such as MTS TV, MTS Music or MTS Library. There is an option with unlimited data for use with popular social networks, messaging services and video services. Subscribers may choose an option with unlimited on-net calls, as well as a spam-call blocking option.

Finally, the operator has introduced a Multiscreen option that gives access to pay-TV services on mobile devices as well as smart TV sets, under the base IPTV package. The option is available in the city and region of Moscow without any additional payment.

Tarifica’s Take

One of the most important trends in the worldwide mobile markets is increasing customer demand for flexibility, choice and control when it comes to service plans. So-called bespoke or do-it-yourself packages have proved extremely popular among customers at all economic and consumption levels, and operators have done very well by accommodating this desire.

Since usage patterns of course differ greatly from person to person, the ability to mix and match, according to one’s preferences, from a menu of data allowance, voice minutes and SMS is key to plan flexibility. With the current offering, MTS is providing just that, thereby making sure that its subscribers not only get what they want but also only pay for what they will use. This eliminates waste and increases brand satisfaction.

But MTS is going beyond simply offering flexibility and economy. The menu also includes a la carte options for OTT services, zero-rated data and spam protection, as well as a the ability to share pay TV service across devices. This broad offering epitomizes the customized DIY, value-added approach to modern mobile tariff design.