At the end of 2024, Kcell JSC served 7.9 million subscribers (i.e., active SIM cards), representing 30.2 % of the total mobile subscriber base in Kazakhstan. The remaining market was shared by Mobile Telecom-Service LLP with 25.6 % and Kar-Tel LLP with 44.3 % of subscribers.

A slight decline in the subscriber base reflects a stabilization of user activity amid a saturated market and strong competition. Nevertheless, the structure of the base remains stable, supported by a loyal customer audience and increased demand for digital services.

The decline in voice traffic is driven by the continued migration of users to digital communication channels such as messengers and VoIP services, as well as an industry-wide trend away from traditional voice services.

Annual mobile data traffic increased from 797 PB in 2023 to 864 PB in 2024, fueled by ongoing digitalization, broader mobile internet use, expansion of 4G and 5G networks, and rising demand for streaming, cloud services, and online platforms among subscribers.

ARPU declined from KZT 1,905 in 2023 to KZT 1,820 in 2024, reflecting several factors, including increased price competition and subscriber migration toward more affordable tariff plans. During the reporting period, the Company actively promoted socially inclusive tariffs – offering special rates for students, schoolchildren, and children – to broaden digital access and improve service affordability for vulnerable population groups. Despite the lower ARPU, total user numbers and service consumption continued to grow steadily, underscoring the success of the Company’s long-term customer loyalty strategy.

5G Networks. In 2024, Kcell fully met its 5G license obligations. A total of 630 5G base stations were built and activated, including 198 in Almaty. A notable infrastructure milestone was the launch of 5G coverage in the Almaty Metro – the first instance of underground 5G connectivity in Kazakhstan. As of year-end 2024, Kcell’s network included 997 5G base stations. Including active network sharing with Mobile Telecom-Service LLP, the number of 5G base stations accessible to Kcell customers reached 1,470.

For 2025, Kcell plans to build and activate an additional 589 5G base stations. In addition to major cities and regional centers, the next-generation network will be expanded to the cities of Zhanaozen, Saryagash, Zhetysai, Kulsary, and Kaskelen.

Rural Network Development (Project “250+”). АKcell JSC continues its active efforts to bridge the “digital divide” between urban and rural populations. The Company is one of the key participants in the “250+” program, launched in 2020 by Kazakhstan’s mobile network operators. The program aims to provide mobile broadband (MBB) coverage to rural settlements with populations of 250 or more. In addition to its involvement in this national initiative, Kcell is also implementing its own program to expand mobile broadband coverage and improve network quality in rural areas.

As of the end of 2024: 468 base stations were deployed under mandatory programs, about 550 base stations were built under Kcell’s internal rural development initiatives. Kcell’s 2024 license obligations under the “250+” project included: 189 unconditional sites, which were fully delivered, 79 conditional sites, contingent upon support from local executive bodies to ensure technical feasibility. Of the 79 conditional sites, 26 were completed. The remaining sites could not be delivered due to the failure of local executive authorities to fulfill their obligations related to the technical preparation of construction areasв.

B2C segment development

In 2024, key developments in the B2C segment centered on the large-scale rollout of 5G technology, opening new horizons for customer service innovation and enabling the Company to offer subscribers a fundamentally enhanced experience in terms of connectivity and data speeds.

Alongside this technological transformation, Kcell placed a strong emphasis on maximum tariff personalization. Our goal was to ensure that every customer segment – regardless of age, social status, or individual needs – could access an affordable, functional, and truly relevant mobile plan. This commitment materialized in the launch of several social and subsidized tariffs, tailored to the daily needs of various target groups.

Ahead of the new academic year, we introduced two specialized tariffs – Imba and Student – designed specifically for schoolchildren and university students. These plans include everything necessary for learning and communication, providing young users with stable connectivity and affordable internet access.

Additionally, we launched family plans that allow multiple family members to share voice and data allowances. These offerings not only promote cost savings but also enhance convenience for entire households using a single account.

All these initiatives are part of our broader strategy to enhance the social accessibility of mobile services, expand a flexible tariff portfolio, and strengthen long-term customer loyalty. As a result, a significant number of new users opted for these plans. While the average revenue per user (ARPU) saw a moderate decline, the Company’s subscriber base grew, and user satisfaction and engagement improved noticeably.

kids choose us every day for fun and connection

happy customers now enjoy seamless internet with our FWA routers

Activ subscribers choose unity and family happiness

B2B Segment Development

The B2B segment remains a key growth driver for Kcell. In 2024, revenue from this segment grew by 4 % year-on-year, reflecting consistently high demand for our solutions among business clients. The most notable growth was seen in priority areas such as the Internet of Things (IoT) and voice solutions for the corporate sector. Revenue from IoT solutions increased by an impressive 62 %, while voice services grew by 11 %. This reflects our focused efforts to develop next-generation services, including SIP telephony and FreePhone, which are gaining traction in the business environment.

One of Kcell’s strategic achievements in 2024 was strengthening our position in the virtual PBX (vPBX) market. According to Data Hunters Research, Kcell’s share of Kazakhstan’s vPBX market reached 37 %, making us the undisputed leader in this category. We became the first mobile operator in the country to offer corporate clients cloud-based solutions integrated with the leading CRM systems available on the local market. Backed by our own telecom infrastructure and numbering resources, we ensure reliability, flexibility, and a high level of customer service.

The development of private networks – Private LTE and Private 5G – has become another strategic focus for Kcell. In 2024, the Company continued to implement next-generation industrial internet projects at the facilities of Kazakhstan’s largest enterprises, including KAZ Minerals, Polymetal International, and Eurasian Resources Group. We take pride in being a pioneer in the deployment of Private LTE and Private 5G networks across Kazakhstan and the CIS, unlocking new opportunities for digital transformation and automation of industrial operations.

A standout example of our progress was Kcell’s participation in the AlmatyFair.ai exhibition, where the Company demonstrated driverless transport operated via a 5G industrial internet network. In the presence of the Presidents of Kazakhstan and Uzbekistan, autonomous dump trucks operating in real time at ERG’s Vostochny open-pit mine – powered by Kcell’s deployed 5G network – were showcased. This project not only demonstrated the practical potential of future-ready technologies but also highlighted Kcell’s strategic role in the digital transformation of key sectors of the economy.

By advancing private network technologies, Kcell is not only strengthening its presence in the telecommunications market but also emerging as an innovative technology partner for businesses – delivering robust infrastructure, cutting-edge digital solutions, and a sustainable platform for the growth and modernisation of Kazakhstan’s corporate sector.

Mobile Financial Services

2024 marked a year of rapid growth for Kcell’s fintech initiative – Mobile Financial Services – which includes mobile balance payments, the OGO Bonus loyalty program, and a full-fledged Neobank, OGO Bank, developed in partnership with a local bank and the international payment system Mastercard. The year saw direct integrations with five electronic money operators, along with several high-impact marketing campaigns – including a notable promotion offering metro and public transport rides in Almaty and 29 other cities across the country for just 1 tenge. Through the Kcell mobile app, subscribers can pay for goods and services using their mobile balance, instantly open a fully functional, multi-currency debit card online, and top it up free of charge from their mobile balance. Customers can also take advantage of the OGO Bonus program, receiving up to 99 % cashback for cashless transactions. In 2024, more than 90,000 cards were issued, bringing the total number of cardholders to over 350,000.

The total turnover of mobile financial services increased by 8 % year-on-year, reaching KZT 83 billion. The monthly active users (MAU) – defined as subscribers who made at least one payment transaction per month – grew from 320,000 at the start of the year to 430,000 by year-end.

2024 was also a year of major achievements for the Mobile Financial Services business unit as part of the long-term strategy, focusing on: further development of Kazakhstan’s first Neobank, modeled on global best practices; expansion of one of the country’s strongest loyalty programs, leveraging expertise from leading international payment systems; deeper subscriber engagement with MFS to boost key metrics such as NPS (more than twice the company average) and MultiPlay (with nearly 30 % of users actively using multiple telecom services).

The number of transactions completed in 2024 – a key metric of the transactional business – grew by more than 25 %, exceeding 22 million operations. The year also set a record for the monthly active user base, which rose by 25 %, reaching 430,000 users.