The mobile operator Vodafone Ukraine in its retail network Vodafone Retail in 2021 intends to launch a model of buying a smartphone with a bundle of services, Director of Vodafone Retail Olena Myronenko has said.
“In our country, only smartphones without prepaid services were previously sold. We now place a small emphasis smartphone deals with bundles in our network. This year we really look forward to the launch of the European model, when one can buy a smartphone on a one-year or two year contract and get a rather interesting discount. This is our tiny idea and, most likely, we will launch it this year,” she said at a press conference on Tuesday.
At the same time, Myronenko said that the deals will be available only for phones in the medium and below medium price segments. For premium segments, she said, it will not be in demand.
“According to our research, the ARPU of our customers who use the iPhone is not 3-5 times higher than that of a customer who uses a standard mid-segment smartphone. Typically, the ARPU of an iPhone user is 30-50% higher, which does not allow us to equip an iPhone with such cost of services to cover it,” the director of Vodafone Retail said.
“In order to subsidize the iPhone and sell it at a discount, the operator must have an ARPU that allows it to cover the cost of this smartphone at the expense of its income. The average ARPU in the United States today is $50. Our subscriber’s ARPU is $3. That’s when our ARPU will be at least $15 then we can talk about the iPhone,” Myronenko said.
Vodafone Retail currently has more than 200 stores in 82 cities of Ukraine.
