The growing knowledge that MTS provides an ecosystem of digital services

In 2024, customer knowledge of the MTS digital services ecosystem increased. This is an important criterion that affects the recognition and willingness to use MTS ecosystem services.

People changing the familiar

For the first time, MTS formulated the value proposition of the employer’s brand. The new EVP helps MTS stand out from competitors in the labor market by attracting talented specialists.

Our EVP — People changing the familiar It is supported by 4 advantages that are important to external applicants when choosing an employer, and is also noted as a strong point by a large number of employees and top management:

• Work on interesting tasks that develop you, the Company, and the world.
• A creative environment for enthusiastic teams.
• We welcome new ideas and appreciate everyone’s contribution;
• We make sure that you feel good at work and in life.

Positive impact of the MTS brand on Urent

In 2024, the Urent kick-sharing service joined the MTS ecosystem. The name was changed and the brand identity was updated, now the service is called MTS Urent. During the 2024 season, spontaneous knowledge about the service increased by 12 percentage points year on year. 72% of Urent users are aware that the service now belongs to MTS. Of these, 40% improved their opinion of the service after the rebranding.

Perception of communication

MTS continues to lead in brand communication perception:  we are the first in terms of advertising knowledge and the “I like its ads” indicator among direct competitors in the telecom category, as well as among ecosystem competitors. In telecom, we continue to maintain leadership in terms of “using the latest technologies”, “setting trends in the market”, “constantly evolving”, “the operator takes care of my safety”, “the operator offers additional services”.

In continuation of the “Customer Lifetime Value 2.0” strategy, we are launching projects that visually combine different services in a single customer path and demonstrate a convenient experience of interacting with MTS products. In 2024, an advertising project was launched in support of the ecosystem’s entertainment services, the Universe of the Master and Margarita. The campaign was built around the film of the same name, which was released exclusively in the online cinema KION. Other MTS content services have provided their own exclusive experience, immersing users in the atmosphere of the film and creating an integrated experience of exclusive content from MTS. For example, in the hotel on Patriarch’s Ponds, with the participation of MTS Travel, a real Bad apartment was created in a design inspired by the aesthetics of the film. We have integrated mystical activities into the apartment. In MTS Music, you could listen to playlists inspired by the characters in the movie. MTS Live provided tickets for the performances of “The Master and Margarita” from various theaters of the country with a profitable cashback. In the Stroki book service, the user could listen to an audio novel in voiceover by Leonid Yarmolnik, who played one of the roles in the film.

In addition to ecosystem solutions, MTS’ telecom business also continues to develop. In the Q4 2024, we introduced an innovative technology — VoiceTech and announced a new positioning of the telecom brand. MTS has announced a new generation of communication to the market, which changes the daily experience of communication, fills life with energy and helps to look at the world positively. The high-profile announcement about brand renewal and the introduction of artificial intelligence-based technologies was accompanied by the launch of a large-scale advertising campaign, which helped consolidate MTS’ perception as a technological and innovative leader in the telecom market.