Signalers started training // Yulia Tishina on new niches for operators

This summer, like mushrooms after rain, new projects of telecom operators began to grow, often very far from their traditional services. For example, with the onset of the abnormal heat, MTS began selling air conditioners, and a little later launched an application that allows you to visit fitness clubs, paying for their services one-time. VimpelCom has made an app for dog and cat owners. In it you can find information about animals, recommendations for care, buy training courses, order consultations from dog handlers and veterinarians, and get insurance.

The operator plans to promote the platform in the community of animal lovers and earn commission from the sale of partner services. And if launched a little earlier, in June, the project of the same VimpelCom to track the geolocation of family members is at least indirectly related to the main business of the company, then the new one is far from it. In this case, VimpelCom is probably relying on a new trend – during the pandemic, Russians began to have pets more often. Free classifieds services reported that the demand for buying pets increased 1.5 times by the end of last year.

Operators have been trying to diversify their business for several years, since the penetration of mobile services has reached its maximum levels and the number of new subscribers is decreasing. But companies still need to demonstrate business efficiency and new growth points to shareholders.

For this, a kind of startup accelerators are created within the operators, which receive KPIs for the number of new projects, of which several need to be brought to commercial implementation. Google, Microsoft and other global corporations have similar practices. Employees of such departments study trends, the interests of the audience, build concepts of how to make money on them. Big data is used to build concepts. So, the analytical department of “VimpelCom” “Beeline.Analytica” studied the preferences of Muscovites for pets and identified their characteristics and needs last year.

Industry experts, without even trying to seriously analyze the motley set of hobbies of operators, only note that they are “throwing themselves into all trouble”, trying to somehow increase their revenue: “If from dozens of launched projects at least a few will bring 50 kopecks of commission from partners, then the average income per user is slightly, but will grow. ” No one undertakes to predict where the flight of thoughts of startups of communications workers will go next time. But, obviously, in the near future we will see more than a dozen strange projects that would never have been associated with the telecom market before.

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