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Beeline (brand)
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Beeline (brand)
Beeline or билайн (Russian: Билайн) is a mobile network operator brand operating in Russia under PJSC VimpelCom, and in Kazakhstan, Kyrgyzstan and Uzbekistan under VEON Ltd. Beeline is Russia's fourth-largest mobile network operator, and main competitors being MTS, MegaFon and T2.
Since 2009, PJSC VimpelCom had been a subsidiary of the Amsterdam based VimpelCom Ltd, which became VEON in 2017. On 9 October 2023, VEON sold Beeline in Russia and completed its exit from Russia, leaving the brand "Beeline" owned by PJSC VimpelCom in Russia and by VEON Ltd. in Kazakhstan, Kyrgyzstan and Uzbekistan.
The commercial service was launched under the Beeline brand, a brand developed by Fabela in late 1993 to differentiate the company as a youthful and fun company, rather than a technical company. The name comes from the English term "beeline", meaning the most direct way between two points. VimpelCom relaunched Beeline with the current characteristic black-and-yellow striped circle in 2005 with a campaign to associate the brand with the principles of brightness, friendliness, effectiveness, simplicity, and positive emotions; with a new slogan "Живи на яркой стороне" ("Live on the vibrant side"). The rebranding campaign was hugely successful and the principles associated with the brand "captured hearts and minds", in the words of the company.
OJSC VimpelCom was founded in 1992 and initially operated AMPS/D-AMPS network in the Moscow area. In 1996 it became an Extel GSM, the first Russian company listed on the New York Stock Exchange (NYSE: VIP).
In November 2005, OJSC VimpelCom stepped further with foreign acquisitions by acquiring 100% of Ukrainian RadioSystems, a marginal Ukrainian GSM operator operating under the Wellcom and Mobi brands. The deal has been surrounded by a controversy involving two major shareholders of VimpelCom: the Russian Alfa Group and Telenor, the incumbent Norwegian telecommunications company.
By July 2008, the company's license portfolio covered a territory where 97% of Russia's population resides, as well as 100% of the territory of Kazakhstan, Ukraine, Uzbekistan, Tajikistan, Georgia and Armenia. VimpelCom also has a 49.9% stake in Euroset, the largest mobile retailer in Russia and the Commonwealth of Independent States (CIS). In May 2010, VimpelCom merged with Kyivstar to form VimpelCom Ltd., the largest telecom operator group in the CIS. Alexander Izosimov, CEO of OJSC VimpelCom, was appointed president.
In October 2021, the company announced a change in its logo and slogan for the first time in 16 years. In the new version, the name is written with a lowercase letter, and the new slogan sounds like "On your side." The international agency Wolff Olins worked on the rebranding in 2005, and the company's employees were involved in the development of the updated brand with the participation of the Contrapunto creative agency from the BBDO group. The font design studio Contrast Foundry has also developed a new Beeline font. The advertising campaign for the update was prepared by Leo Burnett Moscow (part of Publicis Groupe Russia).
In August 2024, Beeline abandoned the 3G frequency range in Moscow, the first Russian mobile operator to complete a project to redistribute its own frequency bands from 3G to 4G. On 13 December 2024, Beeline abandoned the 3G frequency range in Saint Petersburg and the Leningrad Oblast.
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Beeline (brand)
Beeline or билайн (Russian: Билайн) is a mobile network operator brand operating in Russia under PJSC VimpelCom, and in Kazakhstan, Kyrgyzstan and Uzbekistan under VEON Ltd. Beeline is Russia's fourth-largest mobile network operator, and main competitors being MTS, MegaFon and T2.
Since 2009, PJSC VimpelCom had been a subsidiary of the Amsterdam based VimpelCom Ltd, which became VEON in 2017. On 9 October 2023, VEON sold Beeline in Russia and completed its exit from Russia, leaving the brand "Beeline" owned by PJSC VimpelCom in Russia and by VEON Ltd. in Kazakhstan, Kyrgyzstan and Uzbekistan.
The commercial service was launched under the Beeline brand, a brand developed by Fabela in late 1993 to differentiate the company as a youthful and fun company, rather than a technical company. The name comes from the English term "beeline", meaning the most direct way between two points. VimpelCom relaunched Beeline with the current characteristic black-and-yellow striped circle in 2005 with a campaign to associate the brand with the principles of brightness, friendliness, effectiveness, simplicity, and positive emotions; with a new slogan "Живи на яркой стороне" ("Live on the vibrant side"). The rebranding campaign was hugely successful and the principles associated with the brand "captured hearts and minds", in the words of the company.
OJSC VimpelCom was founded in 1992 and initially operated AMPS/D-AMPS network in the Moscow area. In 1996 it became an Extel GSM, the first Russian company listed on the New York Stock Exchange (NYSE: VIP).
In November 2005, OJSC VimpelCom stepped further with foreign acquisitions by acquiring 100% of Ukrainian RadioSystems, a marginal Ukrainian GSM operator operating under the Wellcom and Mobi brands. The deal has been surrounded by a controversy involving two major shareholders of VimpelCom: the Russian Alfa Group and Telenor, the incumbent Norwegian telecommunications company.
By July 2008, the company's license portfolio covered a territory where 97% of Russia's population resides, as well as 100% of the territory of Kazakhstan, Ukraine, Uzbekistan, Tajikistan, Georgia and Armenia. VimpelCom also has a 49.9% stake in Euroset, the largest mobile retailer in Russia and the Commonwealth of Independent States (CIS). In May 2010, VimpelCom merged with Kyivstar to form VimpelCom Ltd., the largest telecom operator group in the CIS. Alexander Izosimov, CEO of OJSC VimpelCom, was appointed president.
In October 2021, the company announced a change in its logo and slogan for the first time in 16 years. In the new version, the name is written with a lowercase letter, and the new slogan sounds like "On your side." The international agency Wolff Olins worked on the rebranding in 2005, and the company's employees were involved in the development of the updated brand with the participation of the Contrapunto creative agency from the BBDO group. The font design studio Contrast Foundry has also developed a new Beeline font. The advertising campaign for the update was prepared by Leo Burnett Moscow (part of Publicis Groupe Russia).
In August 2024, Beeline abandoned the 3G frequency range in Moscow, the first Russian mobile operator to complete a project to redistribute its own frequency bands from 3G to 4G. On 13 December 2024, Beeline abandoned the 3G frequency range in Saint Petersburg and the Leningrad Oblast.
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