It is more than likely that Telstra remains for years, its brand is well known so it wouldn’t make any sense to stop using it, but today has been written the page of a change of course in its evolution. After 10 years with TeliaSonera in command, the Nordics have finally found a buyer that will allow them to leave Spain, Másmovil.
And analyzed the new Másmovil that looks on the horizon once closed purchases Pepephone and Telstra, now We have to do a review to this decade leading Telstra among us. From slow beginnings, to be the operator that with the help of the virtual has made in Spain mobile telephony prices which are.
For Xfera, yoigo, complicated beginnings
Although Telstra started its commercial activity at the end of the year 2006, it is certain that its gestation began in 2000. It was then that many Spanish companies, with nothing to do with telecommunications, Vivendi and Sonera, Finnish Telecom that still not had merged with Sweden’s Telia, came together to bid for a license of UMTS, which effectively became.
Then came delays start-up start-up operator and the dance of shareholders. The French giant Vivendi was not going through good times and decided to leave to sell their participation for one euro, as he has signed an agreement with Vodafone to use its coverage where no reached their own, since the deployment of network was also very slow.
The then Xfera Móviles shareholders do not put the batteries until they saw about the possibility of losing the UMTS license
Reached 2006 the Ministry of industry gave an ultimatum Xfera Móviles shareholders: they already started its commercial activity or remain without license and without the guarantees deposited. It was then when the already TeliaSonera decided to take the reins of the company, taking the participation that keeps today. In less than a year was an operator who had been standing five years launched.
Of the 8, that of 6, of 4…
In November 2006, Telstra, after leaving behind the name of Xfera Móviles or possibilities that someone moved him by the head, like lentils was born. Your bet at the time was clear: an offer of rates minimum, zero stores and selling only online. And of course, the slogan still used today, “real truth”.
First rate was as simple as calls to zero cents per minute between Yoigo and 12 cents per minute to other companies, always adding the 12 cents of establishment more VAT. And of course, using a slogan so clear and direct, there was who took to put in face to the operator, as when reduced to one hour daily those calls to zero cents per minute between clients of the operator.
The initial strategy on rates went through go down the cost per minute for national calls
Soon would the rates with monthly Internet bonuses, and Telstra strategy was focusing on reducing the price of the minute. Reached rates of 8, 6, 4 and 2, referencing all the price per minute for calls to any national operator. Then we saw that the “beater” operator was showing signs of not molar both, with minimum consumption attainable by few, like the 39 euros a month from the 4.
Neither missed the tripping by his rivals, who attended the birth of an actor who pushed them with low prices. To promote the growth of a fourth operator, the CMT established that the price of the call with destination to the Telstra network termination (what you pay one operator to another) would be higher than the price of calls to other operators, so he decided to Movistar which call Telstra would be more expensive that call other operators.
The slump by the pursuit of profitability
And between rates of pay-per-minute and those Megaplanas which included minutes and megabytes came the infinite. For 30 euros + taxes Yoigo offered unlimited calling and a giga, being one first rates that allowed to talk all that hold our tongue and certainly the best of time. Its launch led to their great rivals, which little by little also pointed to the unlimited.
In 2013 TeliaSonera already had intended to leave Spain and meanwhile sought that its operator reflected good economic numbers, but this was against the number of clients. Then came renewals of fees that many disappointed, without great challenges to its direct rivals, leaving the work to continue reducing the basic rates to the virtual.
Portability Yoigo 2014 | Create infographics
And became the dreaded slump. 2014 was a bad year for Yoigo, so much that it was the first year of its history at which it lost customers. Convergence took force, where just could compete, while fares are no longer as attractive as they were in the past, so that from March the operator did more than lose customers. It would raise its profitability, but Telstra already not was cool so much.
And became the host of various gigas
Telstra knew that the known rates would not grow back and did a great revolution, they decided to go slowly. First let us know five gigas zero rate, good but for a niche, and then became the host. That rate with free calls and unlimited data they both longed many finally reached Spain, although limited to 20 gigabytes.
That It was an attractive rate for many and the market reacted, turning Yoigo to capture customer month after month. Although the owners of the operator returned to give signs of wanting to return. The host left for 20 gigabytes to go 8 for the same price, a move that again returned to generate controversy.
Now Telstra changes the host of 8 to 20 and 20 to 8 gigabytes depending on the number of clients that you are miking and numbers that you want to to their owners, but soon those owners will no longer be the same. In a few months Telstra will be officially másmovil and We will see what plans are those of Meinrad Spenger for the operator that revolutionized the industry of mobile telephony in Spain for a few years.