2. Who are we?
• MTS is the biggest telco company in Russia with 30 000
employees and 50 mln customers
• Our Market Share is 32,8%
• We are on the 72d place at the latest Financial Times raFng of
100 Most Powerful Brands
Wednesday, 21 July 2010
3. Where do we want to be?
Today Tomorrow
RaFonal differenFaFon Delivering THE BEST CLIENT
NONE EXPERIENCE
V
EmoFonal
differenFaFon Caring brand with
BIG, SOLID, HUMAN FACE
CONSERVATIVE
Wednesday, 21 July 2010
4. Where do we want to be?
Today Tomorrow
RaFonal differenFaFon Delivering THE BEST CLIENT
NONE EXPERIENCE
V
EmoFonal
differenFaFon Caring brand with
BIG, SOLID, HUMAN FACE
CONSERVATIVE
Wednesday, 21 July 2010
5. How to change brand percepFon?
Charity is a Gpping point in our brand percepGon as people do care to help
STOP SIGNS? Why MTS?
People are lazy/have to Fme One click tool to donate via
SMS
Low Internet and banking Mobile phones penetraFon in
cards penetraFon Russia is close to 100%
People do not trust their MTS is a trusted company
money will be transferred
People do not believe that a We have 50 mil subscribers,
coin can help 50 mil coins can improve the world
Wednesday, 21 July 2010
6. How to change brand percepFon?
Charity is a Gpping point in our brand percepGon as people do care to help
STOP SIGNS? Why MTS?
People are lazy/have to Fme One click tool to donate via
SMS
Low Internet and banking Mobile phones penetraFon in
cards penetraFon Russia is close to 100%
People do not trust their MTS is a trusted company
money will be transferred
People do not believe that a We have 50 mil subscribers,
coin can help 50 mil coins can improve the world
WIN Client + WIN Brand + WIN World
Wednesday, 21 July 2010
7. Our key message
Just 1 MTS CARE
Medicine
click to
EducaFon
Environment
Children
care
Wednesday, 21 July 2010
8. How it works?
We make contracts with the most trusted charity funds in each
charity sector
We create a menu on our SIM–card with short codes for each
charity sector
A customer will just have to text the amount of money he wants
do donate and send it to a chosen short code
Donated money are transferred to the related charity sector
Full report on donaFons will be published on a corporate site on a
monthly basis
Wednesday, 21 July 2010
9. How will we know we’ve arrived?
30% of the client base parFcipate in the campaign within
12 months
Brand Health improvement on the a^ributes “Operator
for me”, “Open”, “Caring”
Commi^ed user percentage increase on 5%
CDI improvement
Wednesday, 21 July 2010
