Rostelecom buys 156 thousand smart columns from Mail.ru Group for promotion of the Wink online movie theater
| Customers: Rostelecom Moscow; Telecommunications and Communications Contractors: Mail.ru Group Product: Capsule Smart columnНа базе: Marusya Voice Assistant Project date: 2020/12
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"Rostelecom" buys up to 156 thousand smart columns "Capsule" from Mail.ru Group for the promotion online movie theater Wink. The relevant information on the website of state procurements appeared in December, 2020.
According to Kommersant with reference to tender materials, the starting (maximum) price of the contract is 447.5 million rubles. Considering the retail cost of Capsule in 7990 rubles, acquisition of 156 thousand devices would cost Rostelecom 1.25 billion rubles, but the telecommunication operator, apparently, expects to buy columns at the price almost three times below than retail.
Purchasing amount from Rostelecom can exceed the sales volume of "smart" columns for all year. According to forecasts of Just AI company, at the end of 2020 more than 100 thousand Capsules will be sold.
The experts polled by the edition assumed that columns from Mail.ru Group reluctantly buy because of their price therefore Rostelecom will sell Capsules with a subscription to Wink.
The analyst of Mobile Research Group Eldar Murtazin noted that the transaction could be of great interest to Mail.ru Group, but Rostelecom too underestimated the price of columns in purchase even taking into account volume. At the same time Murtazin explained the choice as the potential partner of Mail.ru Group, but not "Yandex" with a large number of the crossed directions of business in which Rostelecom and "Yandex" are direct competitors.
If Rostelecom sells columns at the price below market as a part of own service packages, it will help Capsule to borrow big, than now, a market share of smart columns, but a lot of work on its integration with an ecosystem of Rostelecom and with own services Mail.ru Group still is necessary, the associate director of practice on work with the companies of the sector of technologies, media and telecommunications of KPMG in Russia and the CIS Denis Chernooky considers.[1]
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