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We can create value for our shareholders and broader society by designing and providing services which bring specific positive benefits over and above simple connectivity.

By making the most of our technology and our operational expertise, we can develop large-scale solutions which address some of society’s problems, while also achieving commercial success. This supports our strategic objective of developing new revenue streams.

We Provide and Create Services for a Better Society

Several of our businesses are developing ‘societal’ services in areas such as financial services, health, education, and agriculture.

Services for society can:

  • have a real impact at scale for the populations we serve. A more prosperous, educated, productive and healthier population will also support the growth of our business
  • generate additional revenue through incremental sales of data services
  • encourage innovation, and create services that reduce churn and increase brand loyalty
  • build deeper relationships with government, communities and local NGOs, which in turn can lead to a better regulatory environment for our business.

It is not always straightforward to find a business approach that at least covers costs, but this is key to sustaining programs for the long term. We are constantly exploring the opportunities in this area, and our Make Your Mark program is all about encouraging young digital entrepreneurs to develop their ideas and applications to run over our networks. By far the most significant ‘service for society’ that we provide is MFS.

MFS

MFS is a key priority within our overall business strategy and is managed from the very top of the company. An MFS steering committee meets monthly, chaired by the Group CEO. The steering committee is highly cross-functional – demonstrating the range of disciplines critical to developing a successful expansion of MFS – including representatives from Technology, Finance, Fraud Investigation and Commercial functions, as well as a number of BU CEOs and our specialist MFS team.

We already offer a variety of services across many of our markets, playing an important role in building local mobile money ecosystems and further enabling financial inclusion. In Russia and Ukraine, MFS is seen as a key element of the move from cash-based to cashless societies, improving security and trust in financial transactions such as salary payments. In countries such as Italy, our focus is on areas such as e-ticketing, and paying for parking and content.

The greatest positive socio-economic impact of MFS can be seen in developing economies with limited banking infrastructure, such as Pakistan and Bangladesh. There are 2.5 billion unbanked people in the world, a proportion of whom are our customers, and our focus is on providing improved access to basic financial services, such as transferring money and paying bills.

To gain scale and really significant impact, it is critical to build the whole ecosystem. This requires participation from financial institutions, agreement to accept mobile payments equipment by merchants and, above all, acceptance by our customers of the service.

This sort of development has been seen in Pakistan where Mobicash service was introduced by Mobilink. In just under two years, what started as a simple mobile transfer service - individuals could send money to other individuals - has evolved to include a range of financial services, allowing people to pay bills, deposit savings, make payments for goods at merchants and online stores, purchase air-time and even procure health insurance through the ‘Sehat Sahulat’ program in the near future.

As well as ‘in-country’ transfers MFS can play a key role in generating additional value from remittances. According to the World Bank, an estimated $25 billion a year is sent home by migrant workers to families in Eurasia and Russia. MFS can add additional security, traceability and value to this, by slashing the costs paid in money transfer.

Initiatives in 2015

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  • Agriculture

    Mobile Agriculture Service

    We continue to provide a portfolio of services for the farmers of Bangladesh. These include a specialist call center (Krishi Jigyasha (7676)), and a ‘voice-based’ virtual agricultural market place (Krishibazaar (2474)) for buying and selling produce.

    In 2015, Krishi Jigyasha received approximately 14,000 calls a month and Krishibazaar receives 480 monthly hits. In 2015, we entered a partnership with the International Food Policy Research Institute (IFPRI) funded by USAID. Under this project the IFPRI acquired 500 handsets and SIMs for farmers. Farmers receive data or talk-time as a reward for completing surveys for the IFPRI.

  • Financial Services

    Financial inclusion in Bangladesh

    In Bangladesh, Banglalink plays a pivotal role in financial inclusion by working with a range of the country’s major MFS service providers and banks to act as a network and distribution provider for their MFS, all regulated by the Central Bank and Bangladesh Telecommunication Regulatory Commission. The Banglalink network currently serves almost eight million MFS users, about a quarter of all MFS customers in the country. Banglalink also has approximately 28,000 cash points and provides connectivity for money transfer services for Bangladesh Post Office branches across the country. In 2015, the retailer base has been expanded to ensure availability of MFS services for customers across the country and to include the Bangladesh Post Office Money Transfer Services in the distribution network. 

  • Financial Services

    Mobicash: supporting 500,000 active mobile accounts

    Mobicash, recognized as the fastest growing MFS deployment by the GSMA, is contributing towards financial inclusion across Pakistan. Mobicash has the largest distribution network of over 59,000 agents in 633 cities, towns and villages of Pakistan, with an extensive suite of financial services. Enabling USSD based registration helped Mobicash to reach 550,000 active mobile accounts within nine months. In December alone, Mobicash conducted over 4.7 million transactions amounting to over USD88 million in value. 

  • Financial Services

    Distribution of emergency support funds through Mobicash

    Mobicash was appointed to distribute the Punjab Government’s allocated funds in inaccessible areas affected by severe flooding, which impacted more than 2.5 million people.

    Read more
  • Financial Services

    Kyivstar launches mobile payment app

    Launched in 2015 with our financial services partners, the Mobile Money application lets users pay for utility, internet and pay-TV services from their handset, as well as pay for goods or top-up bank cards. Mobile Money includes approximately 1,000 payment options, and payments are instant. Over 700,000 unique users were registered by the end of the year, and over 1.5 million transactions had been performed. Approximately 11% of use is by handset, 3.5% through tablets, and the balance though PCs.

    In addition, all prepaid Kyivstar subscribers can withdraw cash by visiting one of 1,000 participating post offices around the country and can also deposit cash at 250 branches of a major supermarket chain, as well as withdrawing through the cash-back service. This service helps provide extra financial flexibility for customers struggling with the financial crisis in Ukraine.

  • Healthcare

    Mobile health services Ukraine

    We continue to develop and distribute mHealth services. In Ukraine, our pre-natal and ante-natal care, eyesight protection, and emergency first aid applications generated over 27,000 downloads in 2015.

  • Healthcare

    Mobile health services Kazakhstan

    In Kazakhstan, our ‘Dariger’ app provides information on diagnosing and treating some of the more common types of disease. It has now been downloaded over 25,000 times on Android and over 3,200 times on IOS. In Russia, there is a strong focus on improving accessibility for people with disability.

  • Healthcare

    Mobile health services Pakistan

    In Pakistan, the Mobilink Guardian personal safety application has generated approximately 17,000 downloads and is now being considered for introduction to our Bangladesh customers, who already access our shortcode medical advice line.

  • Healthcare

    Mobile health services - Armenia

    In Armenia, we are developing two mobile apps specifically designed to help disabled children, the first of their kind in Armenia.

  • Technology

    Kyivstar promoting e-governance

    Kyivstar supported a hackathon event held in the city of Vinnitsa (population 370,000) to brainstorm ideas that would help it become a ‘smart city’, providing digital government services for its residents. Over 100 participants – mainly IT professionals and public figures - came together for two days to work in teams to develop innovative ideas to make life easier for residents and to share best practices from other metropolitan areas. The winning team, ‘Smart Query’, developed a project to automate queues at citizen service centers and other public institutions. Other finalists created projects covering issues such as: measuring environmental risk at a given location in a town or city; public transport schedules and accidents; and a question and answer service to help communication with representatives of the city authorities.

  • CR reports
    Approach to CR
    CR strategy
  • CR videos
    Make Your Mark
    Introduction
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