Creation of a new pricing plan in telecommunication company in B2B segment

In the “My Team” tariff plan, the corporate client creates the individual tariff content for the company, and then sets up a convenient combination of services for each user according to the needs. The subscriber can set an individual limit, unlimited access to communications, or apply the same and equal tariff settings for everyone.

Tele2 has thought about unpredictable situations and provided the employees the opportunity for the corporate client to monitor unexpected leaving an employee without any communication. To avoid such problem each user of the “My Team” tariff is connected to an individual “Team Player” tariff plan without any monthly fee. The “Team Player” subscriber is a user of the “My Team” corporate tariff common packages and has his own personal account that can be used after the outstripping the limits from the filling given by the main tariff. The client can provide the “Team Player” subscriber with special access to the corporate personal account to pay for communication services that are not included in the “My Team” tariff package or in excess of the volume included in it, in necessity.

The tariff plan “My Team” includes unlimited calls to all Tele2 numbers in any region of Russia, which do not consume the main package of minutes. Also, the number of minutes includes calls to numbers of other operators in Russia. These conditions apply both in the connection region and when traveling around the country - the only need is to make sure that the “Team Player” tariff plan is connected to the employee. At the same time, mobile Internet from the main packages of the My Team tariff will spent by subscribers when they are in any region of Russia during the detachments.

The project is focusing on creation of the new tariff plans out of existing hidden ones. The main goal is to make them more attractive for the clients then “My Team” of Tele2. After the release of “My Team” 8% of the customers decided to finish their subscription with the company X and change the mobile and the Internet provider. As the competitiveness on the telecommunication market in business segment is growing year by year because according to the financial reports for the CFO corporate clients now are bringing more money than individuals. This means that each client matters, in telecom sector it works like a chain, one client recommends provider to partners, other companies - primary it happens in the SME (small and medium-sized enterprises) segment. However, large clients more complicated and fulfilled tariff plans as those which need to be created.

Company follows the growth strategy: it involves an increase in the subscriber base, the development of a communication network, the expansion of partnerships, the emergence of new services and media services. The company is trying to become leader in B2b segment and implements new technologies, builds base stations. And to prevent customer drain it's so important to adjust pricing policy.

The sample consists of 157 tariffs of company X and 16 “pots” by Tele2. In the company X there are four main tariff lines - three hidden and one public each of the line has different filling: number of gigabytes, minutes, SMS and MMS.

Figure 4. The filling of “My Team” by Tele2

Sixteen configurations of tariff plan are taken with the volume 5000 or 1000 minutes. Option with 70, 150 and 250 gigabytes and 100, 300 and 500 SMS can be chosen with 5000 minutes. However, configuration with 1000 minutes and 300 SMS and 250 gigabytes and 1000 minutes with 500 SMS and 250 gigabytes are not the interest of company X, because they have their own special tariff lines for such huge filling. The selected volume corresponds to an average consumption of unlimited amount people. The main benefit of “My Team” is that they have unlimited cellular on calls within Tele2 network, minutes are spent only while calls to another provider.

As method of the data calculations and tariffs adjustments descriptive statistic was used. Descriptive statistics are used to describe the basic features of the data in a study. They provide simple summaries about the sample tariffs and its measures. Together with simple graphics analysis, they form the basis of virtually every quantitative analysis of data (Trochim, 2020). The data was recoded - 1 for presence and 0 for absence in tariff plan for building correlations and distribution among categories:



Table 1

Variable	Description	Value
LTE	Long-Term Evolution and refers to 4G technology. LTE is one of the first 4G standards, a stage in the development of this technology.	1 - yes, 0 - no
Unlimited LTE	The current (LTE) in the network works quickly and unlimited but in 3G the speed is chopped (usually up to 64kb/s).	1 - yes, 0 - no
Unlimited Internet	The connection is unlimited and works in all standards (2G, 3G, LTE).	1 - yes, 0 - no
Memo discount	The discount is provided on a memo from a personal manager for a specific client.	1 - yes, 0 - no
Frequency use for retention of the client	Рow often does the company use one or another tariff plan to keep a customer.	1 - yes, 0 - no
Publicity of the tariff line	Public - available for connection to all customers, non-honorable - only to certain customers, more often non-public more profitable or tariffs with the same content as public, but cheaper.	1 - public, 0 - unpublic
Type of region	Low prices region - is the subdivision that has the cheapest prices all over the whole western region	1
Type of region	Neutrial prices region - is the subdivision that has the average prices all over the whole western region	2
Type of region	Leader prices region - is the subdivision that has the highest prices all over the whole western region	3
Type of region	All region - is when all prices are the same all over the whole western region	4

Also, the linear regression was chosen for identification of dependence coefficients between price and Gb, SMS and minutes volume. This was made for creation equations by which it is possible to select the content of tariffs for each price.



3. Project Section

Telecommunication company always has two options how to create a new tariff line: to create a totally new or adjust existing ones. The process of creation of completely new tariff plan could be not only quite expensive for the company but also time consuming too. Prices and potential costs calculated by marketer are not always equal the real costs per minute, only after technicians' check the expenses become clear and prices should be checked, compared and changed if needed.

While development of a new tariff plan from a scratch many factors should be reflected for identification of equal and competitive price. After creation of tariff and consolidation of prices the process of approval begins. It starts from the permission of the lead manager, then it goes to commercial director, then to regional director. Also, in this process included lawyers, finance department, sales support and technicians the agreement process ends with the approval of the director of corporate development in head quarter. After that the marketing campaign is developed and only then the company starts launching the tariff line the whole process can take months. The following figure presents each step during tariff plan creation with expected duration, but mostly the period lasts much longer due to interdepartmental negotiation and discussions with explanation of the project need. The process is depicted in Appendix 1.

At the same time, when tariffs are created out of existing hidden ones the main goal is to adapt filling and price for the client, and it should be approved by commercial director and director of corporate development in head quarter after that commercial offer can be made. What is more, company is expecting to return all drained clients and get new from Tele2.

3.1 Descriptive statistics

The first step in the analysis was understanding what the most common tariff plan price in four different lines is. According to frequency calculations the most intermittent prices are: 250, 400, 600, 900 and 1500 rubles, which totals 58 tariffs out of 157 presented by the company (these can been seen in Appendix 2 and Appendix 3).

The second stage of descriptive statistics was the distribution of tariff plans by region, the main difference is the price of the same tariff in different cities. Low prices - 1, neutral prices - 2, expensive (they are leaders) - 3 and all regions - 4.

Table 2

Region category

Valid	Frequency	Percent
1 Low prices region	13	8,3
2 Neutral prices region	12	7,6
3 Leader prices region	13	8,3
4 All regions	119	75,8
Total	157	100

It can be seen that the biggest number of tariffs falls on all branches - 75.8%, while the rest - about 8%. It shows that it is easier and more convenient for companies to follow a single price policy throughout the Western Region.

Figure 5. Region distribution

After, each binary variable was analyzed, and described.

Table 3

Unlimited Internet

Valid	Frequency	Percent
0	135	86
1	22	14
Total	157	100

Only 14% of given tariff lines present unlimited internet but the unlimited Internet can be shared with another users and devices. However, these 14% are not enough to fit the interest of customers.

Table 4

Unlimited LTE

Valid	Frequency	Percent
0	122	77,7
1	35	22,3
Total	157	100

Comparing to the unlimited Internet, unlimited LTE is presented more often. However, unlimited LTE works only in the zone of connection to certain towers, as soon as the connection with LTE is weakened and switches to 3G, a traffic packet is consumed. Nonetheless, the number of tariffs is higher 35 out 157.

Table 5

Periodical use for client retention

Valid	Frequency	Percent
0	55	35
1	102	65
Total	157	100



Table 6

Memo for the special discount

Valid	Frequency	Percent
0	119	75,8
1	38	24,2
Total	157	100

Most of tariffs are used for client's retention - 65%, but at the same time only for 24% of tariffs can be approved a service note for a discount.

3.2 Correlation

To trace the relationship between price and tariff filling, a correlation was calculated for our company X. Also, the interconnection between package filling was measured. When analyzing prices and filling, the greatest connection is traced between the amount of SMS and minutes on the tariff 0,848 and 0,911, this coefficient shows a very high connection between the variables, which cannot be said about the number of gigabytes available for a particular tariff - 0,681. As for the filling of any tariff, the strongest correlation between the volume of minutes and the Internet 0,911, the relationship between SMS and gigabytes is the weakest 0,665, while SMS and minutes still have sufficient value - 0,779.

Table 7

Company X correlations

	Price	SMS	Minutes	Gb_limit
Price	Pearson Correlation	1	,911**	,848**	,681**
	Sig. (2-tailed)		0,000	0,000	0,000
	N	157	157	157	133
SMS	Pearson Correlation	,911**	1	,779**	,665**
	Sig. (2-tailed)	0,000		0,000	0,000
	N	157	157	157	133
Minutes	Pearson Correlation	,848**	,779**	1	,929**
	Sig. (2-tailed)	0,000	0,000		0,000
	N	157	157	157	133
Gb_limit	Pearson Correlation	,681**	,665**	,929**	1
	Sig. (2-tailed)	0,000	0,000	0,000
	N	133	133	133	133
**. Correlation is significant at the 0.01 level (2-tailed).

The polar opposite situation is in Tele2. The strongest coherence is seen between the price and the number of gigabytes 0,868, while the dependence among other variables is incredibly weak: 0,262 and 0,075 between price and amount of voice cellular, price with number of SMS available. Negative correlation amongst gigabytes, SMS's and volume of minutes shows that in Tele2 “pots” with an increase in one indicator in the boiler, the volume of the other decreases sharply. Two tailed significance among price and voice, SMS confirms that these variables are not strongly related. The same relation is noticed with voice/gigabytes, voice/SMS, gigabytes/SMS.

Table 8

Tele2 correlations

	Price per one pot	Voice (min)	Gigabytes	SMS
Price per one pot	Pearson Correlation	1	0,262	,868**	0,075
	Sig. (2-tailed)		0,327	0,000	0,782
	N	16	16	16	16
Voice (min)	Pearson Correlation	0,262	1	-0,189	-0,086
	Sig. (2-tailed)	0,327		0,482	0,752
	N	16	16	16	16
Gigabytes	Pearson Correlation	,868**	-0,189	1	-0,114
	Sig. (2-tailed)	0,000	0,482		0,675
	N	16	16	16	16
SMS	Pearson Correlation	0,075	-0,086	-0,114	1
	Sig. (2-tailed)	0,782	0,752	0,675
	N	16	16	16	16
**. Correlation is significant at the 0.01 level (2-tailed).

Based on the calculated correlations, can be concludes that companies use different strategies and combinations of filling their tariff plans using the same variables. Company X prefers to make a large package of cellular communications (minutes) and SMS in their products, while cutting the Internet, while Tele2 emphasizes the amount of Internet in the tariff, because various massagers can replace regular calls.

3.3 Regression

For identification coefficients for the equations linear regression was built for each company. The linear regression was chosen for checking the dependence. For the calculation's coefficients the bootstrap technology was added for calculations. In the bootstrap, a random selection is performed with the return, the selected elements of the original selection are returned to the selection and can then be selected again. For each sample, an estimate of the quantity of interest is constructed, then the estimates are averaged. Bootstrap is used because there is a limited sample size of 16 Tele2 “pots”, and 157 tariff plans of Company X. This technology creates infinitely many random tariffs similar to taken for calculations and further creates the regression coefficients.

As independent variables for the company X were picked: regions, limit of gigabytes, SMS and minutes volume, tariff line used for client retention and unlimited LTE due to its specialty.



Table 9

Company X coefficients

Model	B	Bootstrapa
		Bias	Std. Error	Sig. (2-tailed)	95% Confidence Interval
					Lower	Upper
(Constant)	219,209	3,526b	66,290b	,003b	92,857b	352,283b
Gb_limit	-9,134	,051b	2,222b	,002b	-13,277b	-4,849b
SMS	0,604	,001b	,052b	,001b	,509b	,719b
Minutes	0,197	-,002b	,037b	,001b	,124b	,267b
Client retention yes/no	-81,126	-2,115b	45,062b	,079b	-166,400b	12,704b
Unlim LTE	-231,672	3,617b	34,389b	,001b	-293,986b	-155,808b
Region2	63,889	,426b	22,319b	,008b	22,164b	112,886b
Region3	98,148	-,383b	20,944b	,002b	58,124b	144,987b
Region4	14,307	-,173b	9,457b	,134b	-3,635b	35,077b
a. Unless otherwise noted, bootstrap results are based on 1000 bootstrap samples
b. Based on 999 samples

The regions here are taken as variables which compared with the base - region 1, because it has the most affordable price all over the western region. The calculation starts with the basic cost and step by step, the coefficient of each region will increase in the cost in accordance with the territorial and price division.

Whereas, in Tele2 pots have the same price all over the western region in Russia, that is why there is no region differentiation, the volume and quality if the Internet connection is fixed (3G or LTE), that is why only amount of Gb, SMS and voice are used.

Table 10

Tele 2 coefficients

Model	B	Bootstrapa
		Bias	Std. Error	Sig. (2-tailed)	95% Confidence Interval
					Lower	Upper
(Constant)	0,140	2,333	99,732	0,998	-205,653	177,347
Voice (min)	0,159	-0,00008	0,009	0,001	0,141	0,178
Gigabytes	11,886	-0,047	0,380	0,001	11,035	12,433
SMS	1,160	-0,001	0,127	0,002	0,923	1,427
a. Unless otherwise noted, bootstrap results are based on 1000 bootstrap samples

After calculation of all B coefficients two equations can be created. The first, is for Tele2 company to compare the model prices with the real ones.

Where: Min - amount of minutes

Gb - amount of gigabytes

SMS - amount of SMS in a single tariff plan

Table 11

Model and real price per one pot comparison

Real price	Model	Error
1800	1744	3%
1980	1977	0%
2280	2209	3%
2610	2695	-3%
2790	2927	-5%
3090	3159	-2%
3950	3884	2%
4130	4116	0%
4430	4348	2%
2610	2541	3%
2790	2773	1%
3090	3005	3%
3420	3492	-2%
3600	3724	-3%
3900	3956	-1%
4760	4680	2%



According to the model built the real prices are quite the same, statistical mistake constitutes up to 3-5% in both sides (cheaper or more expensive).

For our company X the formula differs a little bit, because regions should be added, unlimited LTE because it is included in some tariffs and how often a tariff plan is used foe client's retention.

Where: Min - amount of minutes

Gb - amount of gigabytes

SMS - amount of SMS in a single tariff plan

LTE - unlimited LTE (yes/no)

CR - customer retention

R2 - region 2

R3 - region 3

R4 - region 4

Q - amount of sim-cards

Table 12

Company X potential prices

Sim-cards	Voice	Gb	SMS	Price	R2	R3	R4
5	5000	70	100	1967	2031	2065	1981
5	5000	70	300	2572	2636	2670	2586
5	5000	70	500	3176	3240	3274	3190
5	6000	70	100	2952	3016	3050	2966
5	6000	70	300	3556	3620	3654	3570
5	6000	70	500	4161	4225	4259	4175
5	7000	70	100	3937	4001	4035	3951
5	7000	70	300	4541	4605	4639	4555
5	8000	100	100	3552	3616	3650	3566
5	8000	100	300	4156	4220	4254	4170
5	8000	100	500	4760	4824	4858	4774
5	9000	100	100	4537	4601	4635	4551
5	9000	100	300	5141	5205	5239	5155
5	10000	100	100	5522	5586	5620	5536
5	10000	100	300	6126	6190	6224	6140
5	10000	100	500	6730	6794	6828	6744

During the final the calculations, the potential prices were created but due to the various filling and technical abilities it was impossible to create 100% same pricing policy. But the tariffs were chosen with unlimited LTE to beat 150 and 250 gigabytes, moreover, one “pot” consists from several sim-cards. In the calculations were taken 5 sim-cards because it's one of the most popular configurations. Thus, we get prices for the whole group in one tariff plan. Also, regional prices were made too, but in such conditions, company can try a policy of the same price all over the western region. However, despite the fact, that such combined prices are lower than regular ones, it is still little more expensive than Tele2, in this case via administrative note (memo) personal discount up to 50% can be offered for the customer.

To verify the calculations, a regression was constructed for each price and new coefficients were calculated. Using the existing formula, the potential cost for verification was calculated, which is absolutely identical to the proposed variation. (Appendixes 5, 6, 7, 8)

Table 13

Predicted price after check

Voice	Gb	SMS	R1	R2	R3	R4
5000	70	100	1967,435	2132,193	2065,435	2082,193
5000	70	300	2571,514	2714,631	2669,514	2664,631
5000	70	500	3175,592	3297,069	3273,592	3247,069
6000	70	100	2952,371	3354,519	3050,371	3304,519
6000	70	300	3556,45	3936,957	3654,45	3886,957
6000	70	500	4160,529	4519,395	4258,529	4469,395
7000	70	100	3937,308	4576,845	4035,308	4526,845
7000	70	300	4541,386	5159,283	4639,386	5109,283
8000	100	100	3552,113	3383,011	3650,113	3333,011
8000	100	300	4156,192	3965,449	4254,192	3915,449
8000	100	500	4760,27	4547,887	4858,27	4497,887
9000	100	100	4537,049	4605,337	4635,049	4555,337
9000	100	300	5141,128	5187,775	5239,128	5137,775
10000	100	100	5521,986	5827,662	5619,986	5777,662
10000	100	300	6126,064	6410,101	6224,064	6360,101
10000	100	500	6730,143	6992,539	6828,143	6942,539

Based on the proposed model, it can be noted that the new pricing policy is ready to adapt to any competitor's tariff plan based on its filling and cost. In addition, the line will be able to be positioned both public and non-public. However, in this situation, after approval by the leading manager and commercial director, new tariffs will be offered to existing customers who want to terminate the contract and switch to Tele2. After launching the product company can use the same model and structure in the similar following situations, because in business sector there is a need for the fast solving challenges skills and adaptive solutions.



4. Limitations

While creating this project two type of limitations and problems appeared - in project and market. As internal limitations can be mentioned:

All the data is private, and it is forbidden to show any real prices and numbers;

It is, also, forbidden to name the company;

The technical abilities of all companies are different, so the complexity of comparison and adjustment and adjustment of the data can lead to incorrect calculations;

All the prices and adjustments are potential, there is a huge probability that the company will take only the model for their further pricing policy creations.

As external factors were taken into account:

The Coronavirus streak so hard to the companies, that the project was on the verge of collapse several times;

Telecommunication market is highly competitive and segmented that is why most data about companies' market share is unpublic even within the competitors.



5. Academic contribution

This project has a significant academic contribution, because the background and the recent market research with current situation can be used for the further developments in telecommunication market developments. Due to the specific sphere of telecommunications advancements can be created both in marketing and in technical characteristics. Moreover, companies can use competitive analysis and steps for the tariff line adjustments. The suggested model can be used not only for B2B segment but also in B2C.



Conclusion

The telecommunication sphere is highly competitive and according to the RBC current situation on the market in business sphere and SME segment extremely becomes worse, profitability of large accounts is falling too. Strong competition in the telecommunications services market in Russia has led to the fact that more and more companies are trying to offer subscribers the most convenient and affordable modalities of service. Some companies have been extremely successful in this strategy and even extended all their services provided. Such proposals are not at all a temporary promotion or marketing campaign, but something completely permanent, so it could not be guaranteed to pay anything in the future, so there's no doubt about it, Companies seek to attract and retain more customers. That means every corporate client matters for companies. The business to business sector now is growing stronger and bringing the company X 7% more income year by year according to the annual report to the CEO and head quarter. This project is aimed not only to create competitive tariffs but also build up the method of adjusting existing tariff plans to a fast-changing market and aggressive politics of the competitors. As a result of the work done, a universal model was created for the selection and creation of a tariff plan in a telecommunication company. When company adds new tariff line the equation can be easily adjusted and changed with the use of same statistical tools.

The main benefit of this study is compounding of business practices and experiences with management theory. Moreover, this study can be practically used in business to customer segment.



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Appendix 1

Figure 1. The process of creation and implementation of new pricing policy

Appendix 2

Price frequency in company X

Valid	Frequency	Percent	Valid Percent	Cumulative Percent
100	1	0,6	0,6	0,6
150	4	2,5	2,5	3,2
175	2	1,3	1,3	4,5
200	6	3,8	3,8	8,3
225	2	1,3	1,3	9,6
250	11	7,0	7,0	16,6
300	9	5,7	5,7	22,3
350	6	3,8	3,8	26,1
400	16	10,2	10,2	36,3
450	5	3,2	3,2	39,5
500	9	5,7	5,7	45,2
550	1	0,6	0,6	45,9
600	12	7,6	7,6	53,5
650	1	0,6	0,6	54,1
700	9	5,7	5,7	59,9
750	1	0,6	0,6	60,5
800	1	0,6	0,6	61,1
850	1	0,6	0,6	61,8
900	10	6,4	6,4	68,2
950	1	0,6	0,6	68,8
1000	7	4,5	4,5	73,2
1100	7	4,5	4,5	77,7
1150	1	0,6	0,6	78,3
1200	5	3,2	3,2	81,5
1300	3	1,9	1,9	83,4
1450	1	0,6	0,6	84,1
1500	9	5,7	5,7	89,8
1600	1	0,6	0,6	90,4
1700	1	0,6	0,6	91,1
1900	1	0,6	0,6	91,7
2000	2	1,3	1,3	93,0
2100	1	0,6	0,6	93,6
2300	1	0,6	0,6	94,3
2500	3	1,9	1,9	96,2
2700	1	0,6	0,6	96,8
3000	1	0,6	0,6	97,5
3500	1	0,6	0,6	98,1
4000	1	0,6	0,6	98,7
4500	1	0,6	0,6	99,4
5000	1	0,6	0,6	100



Appendix 3

Pricing distribution

Pricing distribution in company X among the tariff plans.



Appendix 4

Tele 2 pots

My Team	Price	Voice	Gb	SMS
Pot № 1	1800	5000	70	100
Pot № 2	1980	5000	70	300
Pot № 3	2280	5000	70	500
Pot № 4	2610	5000	150	100
Pot № 5	2790	5000 ...

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