Launched by MTS a leading operator in Russia. Accessible via Internet and mobile devices, accounts on the system can be replenished using MTS mobile accounts or bank cards. Link to external site : Website for Legkiy Platezh Easy Pay from MTS |  |
| Brand | |
| Launched in | |
| Status |
Active Register/Log In |
| Launch |
2010 Register/Log In |
| Importance |
Leader Register/Log In |
| Traction |
Very High Upgrade to Bronze |
| Evaluation |
Leading service with goal to be the largest provider Register/Log In |
| Account Type |
Stored Value Register/Log In |
| Business Model |
Significant reduction in churn observed for MFS users Upgrade to Bronze |
| Class |
| Send | Services | Receive | ||||
|---|---|---|---|---|---|---|
 Mobile  Web |
 Card  Wallet |
 |
 BP DW  MP  OP |
|
Card Wallet |
Mobile Web |
| Model |
non-bank based Upgrade to Bronze |
| Who Leads? |
mobile operator led Upgrade to Bronze |
| Reach |
National Upgrade to Bronze |
| Active Users |
2,200,000 Upgrade to Bronze |
| Registered Users |
2,200,000 Upgrade to Bronze |
| Potential Mobile Market (m) |
231.198 Upgrade to Bronze |
| Regulations |
| Persona | |
| Purpose | |
| Active Services | |
| Card Type | |
| ServicesDescription |
Available through USSD type message, or an application on the phone or a SIM-Card supporting MTS-Pay. Upgrade to Bronze |
| Channels | |
| Payment Instruments | |
| Cash I/O Description | |
| Cash I/O No Of Locations | |
| Handsets | |
| Technologies | |
| Interoperability |
Only MTS, but they are considering interoperability Register/Log In |
| RegistrationProcess |
| Main Segment | Shoppers |
| Segment Description |