Moscow Metro Wi-Fi Shortens Advertising by Half for Short Trips
28 October 2019Moscow subway passengers will be able to see less advertising when joining the MT_FREE network. MaximaTelecom has launched a quick network access option. The feature is designed for passengers changing lines or taking shorter commutes.
On the authorization page, the users will be able to choose between a longer Internet session and 7-minute-long access. The latter option has half the advertising: the user will see one advertising video and one graphical banner. Viewing the ads will now take no more than 20 seconds.
Subway passengers in the capital have already been able to test the new feature on lines 1 and 5. During the pilot period, about one in four passengers (28%) chose the shorter access option.
Earlier, in July, the feature was offered in St. Petersburg Metro as well. It was chosen by one in five MT_FREE users. Based on the testing results, MaximaTelecom increased quick access duration from five to seven minutes.
“Not all subway passengers need a long Internet session. Many only perform short trips, and viewing the ads takes too long for them. According to our analytics, about half the passengers that are associated with the network but do not sign up, spend about seven minutes on the train. It was this category of users that we designed the quick access option for”, said Boris Volpe, CEO of MaximaTelecom.
60% of the MT_FREE app users would like to have the option of a shorter Internet session with less advertising, a survey by MaximaTelecom showed. More than 75% of the passengers who do not currently sign up for the Wi-Fi service during short trips, would do so if that option was available.
Most users need short-term Internet access for messengers and social networks. About 40% plan to use streaming services.
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