Translated with AI
"Telecom operator launches new tariff"—we see these words regularly in the news. But we almost never stop to think about what it takes to develop or update a tariff plan: who does it, and how complex and time-consuming the process is. In reality, every proposal requires the work of a large team. At MegaFon Tajikistan, for example, this team includes dozens of employees from various departments: analysts, product managers, value-added services (VAS) specialists, engineers, and marketers. Only then can an idea be transformed into a sought-after product.
What do clients need?
By the way: why are new plans even necessary—or why update existing ones? This is always a response to changing subscriber needs. For example, analysts see that a company's customers are starting to make fewer calls. Roughly speaking, they're using half of the 100 minutes included in the plan, at best. Meanwhile, the gigabyte package is almost completely used up, and for some, it's not even enough. This means there's a need to reformat the plan: reduce the number of minutes, increase the data allowance, and even give the plan a new name if the changes are significant.
At the same time, the overall market situation is studied and statistics are collected, including from customer inquiries. How often do customers ask Customer Service questions about a particular tariff plan, what are their complaints, and what are their suggestions? How popular is a given tariff plan among subscribers nationwide and in specific regions of Tajikistan? This analysis helps us determine when it's time to develop new offers.
"We formulate the problem the new product should solve and determine its value. Each idea is evaluated for its benefit to the client and its economic viability for the company, as it's important to maintain a balance of interests. And if the need to launch a new product becomes justified, other members of the large project team are brought in," explains Nushofarin Yusupova, Head of Innovation and Digital Products at MegaFon Tajikistan.
Teamwork
So, analysts calculate the tariff parameters, product managers formulate the concept. IT departments ensure the tariff is "written" into the billing information system, which must "know" which tariff each subscriber is using. Technical specialists prepare the product for launch, marketers manage customer communications… Wait: what do technical specialists have to do with all this? They monitor network performance, not discuss the cost of a new tariff or the contents of a service package! In fact, network engineers are also essential on the project team.
"We regularly discuss projects together, and it's always beneficial," shares Product Manager Khudodod Shakarmamadov. "For example, an analyst once suggested changing the structure of an internet package, but the technical team realized this would create network congestion during peak hours. Together, we found a solution: a slight redistribution of traffic and a price adjustment. Only this collaborative approach allows us to launch popular products."
During the development process, teams face different priorities: customer convenience, business profitability, and feasibility for the technical infrastructure. Finding a balance is achieved through the constant coordination of all participants. It's worth noting that each tariff is approved by the Antimonopoly Service under the Government of the Republic of Tajikistan. Therefore, legal involvement is also essential.
Which tariffs are becoming successful?
Whatever the team's interests, the most important thing for everyone is that the new product appeals to subscribers and meets their expectations. The results become evident when the plan attracts active subscriptions and positive reviews. In one project, the plan's price increased slightly, but the significantly increased internet traffic package appealed to younger customers.
Among MegaFon Tajikistan's successful projects are such hits as "Create," which allows users to create their own service package, and special offers for Sughd, the country's busiest region, where residents actively use mobile internet. "Create" was revolutionary for the Tajik telecom market—no one had ever offered subscribers a "tariff builder." Many talented professionals strive to join the MegaFon Tajikistan team for this opportunity, creating and launching new products, especially those with few or no equivalents in the country's telecom market. True, not all successful tariffs remain in existence today. But this is because they have been replaced by others that are even more relevant to customers.
"For us, success is when a complex idea turns into a simple and convenient product actively used by hundreds of thousands of subscribers. Seeing a hypothesis become a sought-after product is inspiring! And since the communications market is constantly changing, teamwork on developing new products is also ongoing. We keep our finger on the pulse!" concludes Nushofarin Yusupova.
Interested in helping develop new plans and unique services? Submit your resume to https://job.megafon.tj/ and join the team!
