HOW TO MAKE 5G ACCESSIBLE TO EVERY KAZAKHSTANI AND ACHIEVE UNQUESTIONABLE MARKET LEADERSHIP

The Context:

Kazakhstan is the 9th largest country in the world, with a population of over 20 million and a complex landscape consisting of mountains, deserts, and vast steppe. Due to this geography, only around 50.5% of the population has access to high-speed wired internet. With over 6,000 remote settlements and a low population density (7 people per km²), the challenge of expanding broadband access is immense.

Altel, being among the first mobile operators in Kazakhstan to secure a 5G license, aimed to address this challenge through Fixed Wireless Access (FWA) – a breakthrough technology that enables fast home internet via mobile base stations without cables. This opened a path to bring high-speed connectivity even to Kazakhstan’s most remote areas

The Challenge:

• Low awareness & accessibility: 5G technology was new in Kazakhstan, with limited public understanding of its benefits. Many users, especially in remote towns, did not know that home internet could work without cables.

• High entry barrier: 5G routers were nearly three times more expensive than 4G devices, deterring potential adopters.

• Strong competition: Altel is the fourth largest player among five mobile operators. Two other major operators (Kcell and Activ) launched 5G FWA simultaneously.

• Time-sensitive opportunity: The market leader (Beeline) had not yet launched 5G, creating a short window for Altel to establish dominance in this new category.

The Solution:

To drive adoption of 5G for home use, Altel rolled out a comprehensive multi-channel campaign focused on education of population about the benefits of 5G and FWA, accessibility of the technology, and real-life experience. Leveraging TV, digital, outdoor, retail, and on-ground channels, we created a cohesive and immersive communication journey.

Special emphasis was placed on product trials – from large-scale public demos at major events to simplified onboarding through device rental programs and trade-in offers. This approach helped reduce entry barriers and allowed even skeptical users to experience 5G in practical, everyday environment.

The Result:

Altel became the undisputed leader in FWA category, exceeding all expectations:

• Market Share: Captured 79% of the FWA market within a year, significantly outpacing all competitors.

• 5G NPS: Gained category leadership with +18 p.p. growth (8 p.p. ahead of the nearest competitor).

• Brand Perception:

- “Operator provides 5G Internet” +13 p.p.

- “Operator offers home internet bundles (incl. 5G)” +14 p.p.

• Ad Effectiveness: Ranked #1 in Ad Liking for the campaign with family bundle with home internet.

• Category Impact: Created and developed the category of home 5G internet from scratch.

• Social Contribution: Enabled digital inclusion by delivering internet to areas previously unreachable, transforming 5G from a niche concept into an everyday solution.

*Data Sources: Brand Health Tracking reports; 2024, K-Research (TNS); Altel reports