"Rostelecom" launched an ambitious program consolidation and rebranding of its mobile assets, which implies, in particular, the transition to a single federal portfolio of products and tariffs (from a regional perspective), as well as to promote the use of a single brand and single creative platform. In the first stage - until mid-2012 - "Rostelecom" will perform their brand communication in the mode of mobile assets co-branding: regional brands such as Utel, «Nizhny Novgorod Cellular Communications" (NSS), "Eniseytelecom" (UCC), "Baikalwestcom" (BCI) , Elaine GSM and others will be used in conjunction with a brand new combined company. In the second stage - in the second half of 2012 - is planned to abandon the use of regional brands and completely switch to a single brand "Rostelecom". In September, "Rostelecom" introduced a new brand of the combined company. Using a common creative platform enables mobile users to "Rostelecom", arriving in a different region to see a recognizable brand, products, services and offers its operator. To promote the services of "Rostelecom", including mobile services, the agency created to be used TLC (Leo Burnett Group) image of the family Knopkinyh. Her name she was due to the fact that the use of various telecommunications services is inextricably linked with the buttons - real (on regular phone or a computer keyboard) or virtual (as in the device's screen). And when promoting mobile services Knopkiny will figure even in the name of the federal tariff plans. For example, the tariff plan "Family Knopkinyh" provides favorable conditions for calls within the network. A tariff plan "Knopkiny communicate" offers the same low price for all local calls. In the future there will be other "family" products "Knopkiny travel" (roaming), "Knopkiny dot ru" (mobile Internet), "Knopkiny without Borders" (unlimited supply). Today "Rostelecom" and its subsidiaries serve more than 12 5 million cellular subscribers in the standard GSM-900/1800. In 2011, "Rostelecom" focusing efforts on building a unified system of management of mobile assets. The Corporate Center was established Directorate management and development of mobile assets, which at the beginning of the year led Vladislav Shvaybovich. Directorate as a single point of accountability coordinates all issues on management of mobile assets, including subsidiaries and affiliates which are engaged in the provision of cellular services.
