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Recent news
30.11.2011
Rostelecom pools mobile assets under single brandPress release
Rostelecom has begun a large-scale program aimed at integrating and rebranding its mobile assets. Specifically, the process calls for switching to a single federal portfolio of products and tariffs (taking into account specific regional features), and also leveraging a creative platform to promote a single brand.
At the first stage – up until the middle of 2012 – Rostelecom intends to carry out the brand communication of its cellular assets in the co-branding mode, as regional assets such as Utel, Nizhny Novgorod Cellular Communication (NCC), Eniseytelecom (ETK), Baikalvestcom (BVK), Eline GSM and others, will be used concurrently with the merged company’s new brand. At the second stage, during the second half of 2012, the plan is to phase out use of regional brands and switch fully to use of the single Rostelecom brand.
“The rebranding of mobile assets involves not only changing the name, but mainly implementing an overall strategy and fine-tuning single business processes in all mobile assets. Even now, the management and development of mobile assets is carried out from the corporate center, which coordinates planning and budgeting, technical development, the procurement policy, licensing activity, and it will take a single approach to the sales, service and promotion of services”, said Vice-President and Commercial Director of Rostelecom Pavel Zaytsev.
In September, Rostelecom presented the merged company’s new brand, which is based on high technology, but designed for people. Rostelecom’s new logo incorporated such values as humanity, service quality, universality, responsibility and the aspiration for innovative development.
“By choosing a creative concept to promote its mobile assets, Rostelecom needed to resolve a complex set of challenges”, says Executive Director and Head of Management and Development of Mobile Assets Vladislav Shaybovich. “First of all, it is necessary to set the company apart from other market participants. Second, the company should focus on traditional values, but reflect its innovative nature, both as regards mobile telephony and the company itself. Third, this concept should also embody development potential, the ability to change, phase in new features and relations. And fourth, all of this should fit squarely within the overall creative concept for the promotion of Rostelecom as a whole.
The use of a single creative brand will make it possible for Rostelecom’s mobile phone users when traveling to another region to see a recognizable brand, products, services and solutions from their operator.
In order to promote all of Rostelecom’s services, including mobile telephony solutions, the image of the Knopkin family, designed by TLC agency (Leo Burnett Group) will be used. This surname was devised by virtue of the fact that the family uses a variety of telecommunications services directly associated with buttons (knopki) which can be either real (on a standard telephone or computer keyboard) or virtual (as on a smartphone screen). Furthermore, in order to promote mobile services, the Knopkins will also be shown in the name of federal tariff plans. For example, the tariff plan “Knopkin Family” calls for very cost-effective rates on calls made within the network. By contrast, the tariff plan “The Knopkins stay in touch” features equally low rates on all local calls. Other “family” products will be available at a later time: “The Knopkins take a trip” (roaming), “Knopkins.ru” (mobile Internet), “Knopkins without borders” (unlimited solutions).
Each member of the Knopkin family has his/her own imagine, own style of communication and approaches to resolving everyday problems. All of this is clearly illustrated in catchy and clear commercials which are shot in the popular sitcom (situational comedy) format. Each “series” involves a variety of amusing situations which use humor to talk about the advantages and opportunities offered by Rostelecom’s products, tariffs and solutions.
Nowadays, Rostelecom and its subsidiaries have a subscriber base numbering 12.5 mln GSM-900/1800 cellular users. In 2011, Rostelecom has conducted focused actions activities aimed at streamlining a single management system for mobile assets. The Corporate Center was set up by the Directorate for Management and Development of Mobile Assets, which Vladislav Shaybovich was appointed to head up at the beginning of the year. The directorate as a single responsibility center coordinates a whole range of issues regarding the management of mobile assets, including the company’s subsidiaries and associates, which provide cellular services.
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