Vimpelcom tempts users with free content

20 Apr 2005

Russian cellco Vimpelcom has launched a new value added service (VAS) that attempts to lure customers into using its data products by offering free news headlines, sports reports, gossip and weather updates. The Chameleon service streams free content to users when their phones are idle, offering further content on a pay-as-you-go basis. The operator says that last year’s trials of the service were universally successful, with 40% of the 2,000 pilot users clicking through to the VAS, each increasing their monthly spending by around 15%. The service is initially available to two million of the cellco’s 20 million-strong customer base, but will be offered to around 50% of users by year-end.

Russia, Beeline (Russia)