Strategic Goals and Objectives

GRI 2-6

In 2024, Kcell JSC approved its Development Strategy for 2024–2028, focused on aligning commercial and technical functions. The strategy aims to optimise network deployment planning by prioritising population centres, increasing connection speeds, enhancing coverage, and ultimately driving growth in both the subscriber base and ARPU (Average Revenue Per User.

Strategic Goals and Objectives of Kcell JSC

Goals		Objectives
	Attracting and Retaining High-Value Customers	Products tailored to the needs of target customer segments Bundling of relevant digital services based on customer demand Leadership in offering a wide range of products, including mobile devices Expansion into new business lines Superior network quality perception
	Understanding and Meeting Customer Needs	A customer base actively using up-to-date tariffs and products Proactive growth of the subscriber base and behavioural segmentation through Customer Value Management (CVM) Full digital support for key customer journeys and operations
	Unlocking B2B Potential	Customised partner solutions and personalised service for corporate clients Convenient, specialised offerings for small and medium-sized businesses
	Improving Operational Efficiency	Increased employee productivity Optimised cost structure and expenditure levels High levels of simplicity and process automation
	Becoming the Employer of Choice	A decision-making culture built on agile collaboration and employee empowerment Ambitious yet achievable business targets for each team, supported by quarterly planning Cross-functional teams working effectively across core business priorities Recognition as the leading employer for telecom talent in the market