Overview of MTS’s Expanding Digital Ecosystem
In 2022, MTS ranked among the top three digital ecosystems in Russia, a milestone noted by J’son & Partners Consulting and reported by a major business publication. The achievement signals a deliberate shift beyond traditional telecom services as MTS builds a broad platform that unites a wide array of apps and services, designed to engage users in daily digital activities and keep them within a single, convenient ecosystem.
During the first quarter of 2023, MTS disclosed that its ecosystem customer base grew by 26.7 percent year over year, reaching 13.9 million users. This rise reflects the company’s ongoing expansion into non‑telecom offerings and a consumer preference for bundled, value‑added solutions that streamline daily life. The momentum indicates continued adoption as more subscribers recognize the benefits of a unified ecosystem spanning entertainment, media, mobility, and practical digital needs.
Olga Ziborova, Vice President of Ecosystem Development and Marketing at MTS, attributed the growth to several drivers, with the rising popularity of non‑telecom services playing a central role. Services such as KION for mobility logistics, Stroky for cloud‑based productivity, and MTS Music for streaming entertainment broaden the ecosystem’s appeal and attract a wider audience. This diversification helps users connect their entertainment, travel, and digital requirements under a single account, fostering a lasting relationship with the brand.
Looking ahead, Ziborova highlighted the potential to expand the Premium tier by leveraging the company’s moves into mobility through initiatives like kicksharing and carsharing. These developments aim to deepen engagement with high‑value users seeking seamless, on‑demand transportation, while enriching the ecosystem with practical benefits such as loyalty rewards and integrated billing. The strategy centers on creating more touchpoints where customers interact with multiple services in one place.
As part of its open ecosystem strategy, MTS plans to broaden its subscriber base in the second half of the year by introducing new products and partnerships. The goal is to accelerate cross‑selling, reduce onboarding friction, and sustain growth by continually expanding the available services. This approach positions MTS not just as a telecom provider but as a central hub for digital life, driving growth through collaborations, innovative offerings, and an ever‑growing catalog of complementary services.
Data from a March survey by J’son & Partners Consulting sheds light on how subscribers prioritize core ecosystem services. Music services rank highly, with 46.8 percent of respondents naming them among their most used offerings, while online cinema services come close at 46.3 percent. Additional value comes from categories tied to online shopping and service reimbursements, each recording solid engagement around 38 percent. These patterns reflect a consumer shift toward multi‑service platforms where entertainment, media, and practical purchases are consolidated under one digital umbrella. The results help explain why the ecosystem strategy resonates in today’s market and what that means for user loyalty and long‑term value (J’son & Partners Consulting, 2023).