Retail Business

A key area for attracting and retaining new users on the TV+ platform remains the creation and promotion of original content. In 2024, active collaboration continued with Salem Social Media, resulting in the launch of 10 new series premieres and 27 archived projects.

The most popular series of the year were: “Escort — A New Challenge” (100 thousand unique views), “With Love, The Trickster” (95 thousand unique views), “60 kg” (92 thousand unique views), “Asau” (89 thousand unique views), “Qashan Tuasyn” (76 thousand unique views).

In addition, the Kinoroom proprietary cinema library significantly expanded, with 170 new titles added in 2024, 100 of which were in Kazakh. Major premieres included “QASH” by Aisultan Seitov, “Verdict” by the creators of the popular series “Black Yard”, The film anthology “Almaty, I Love You”, And the Franco-Kazakh series “Mission Infinity”, which was acclaimed at the Cannes Festival.

In 2024, the Company continued promoting long-term contract packages that include unlimited home Internet, the TV+ service with TV channels and online cinemas, and mobile communications. When subscribing to these packages under a long-term contract, customers receive a discount on the monthly fee with a guaranteed fixed price for the entire contract term.

The entire package lineup was updated, and for the first time, a package including four mobile numbers was introduced. Notably, the new lineup provides unlimited 4G/5G Internet access on all mobile numbers.

In October 2024, Kazakhtelecom JSC launched the SAPA+ project to improve Wi-Fi connectivity for customers connected via optical lines (FTTx). As part of this initiative, the Company provided free equipment replacements or installed additional devices, significantly increasing the speed and reliability of the network.

As of March 4, 2025, 332,679 customers had received enhanced Internet connectivity. Over 380,000 routers were procured to implement the project.

The Net Promoter Score (NPS) in the B2C segment rose to 17% in the fourth quarter of 2024. The increase in positive feedback contributed to attracting new subscribers through recommendations and greater trust in the Company.

To simplify the connection and application processing process, the Company launched the “Megaliner” software, enabling staff and freelance contractors to easily connect customers.

The main focus was on automation, resource management improvement, and reduction of request fulfillment times. Implementation of the WFM system enabled automation of work order distribution and significantly reduced connection times. A feature was added to allow customers to independently choose the date of the installer’s visit via the WFM calendar, improving convenience.

To improve supply and planning processes, inventory management was optimized, accelerating delivery times. A system for equipment accounting and monitoring was introduced, increasing inventory accuracy and control over technical condition. An interdepartmental interaction regulation was developed to accelerate GPON network expansion.

In 2024, the Retail Business Division continued implementing the strategy of increasing customer satisfaction and effective telecommunications service sales management by developing the KT Club loyalty program in the TelecomKz mobile application.

By the end of the year, the number of program participants reached 224,474 subscribers, equivalent to 60% of the total mobile app user base. These figures indicate a high level of customer engagement and confirm the program’s demand.

As part of the program’s development, the “Invite a neighbor” referral campaign was launched, allowing existing customers to receive 3,000 bonus points for referring a new subscriber, and new users — 2,000 bonus points when subscribing to telecommunications services. Bonus points can be used to pay for communication services, making the offer attractive for both existing and new customers. This mechanism contributes to expanding the customer base and increasing loyalty.

Throughout 2024, 27 partner companies joined the KT Club program, including brands such as AirbaFresh, InvictusGO, Xiaomi, Wolt, and Choco Ryadom. Partner offers include discounts and special privileges for TelecomKz subscribers, enhancing the value proposition and making the KT Club loyalty program more attractive.

From January to December 2024, optical networks were commissioned across the Republic of Kazakhstan as part of the “Broadband Access Network Development Using FTTx Technology” project. This enabled high-speed internet connection for 49,780 subscribers in 644 multi-apartment residential buildings and 2,341 subscribers in the private sector of cities.

Additionally, in 2024, optical lines were commissioned under a network construction partnership model, which provided the potential to connect 48,687 households.

As part of the digital divide reduction program in 2024, the following were purchased:

• 245 WI-FI radio bridge base stations (including 15 ZIP-type base stations);
• 10,063 customer terminals.

During the year, 110 base stations were installed in 104 rural settlements, providing access to the network for approximately 6,500 subscribers.

Within the framework of the 2024 Capital Investment Budget projects planned for 2025:

• construction and expansion of optical networks in all major cities of the Republic of Kazakhstan, which will provide high-speed internet access for 81,145 households;
• utilization of available GPON network capacity for 22,610 units;
• migration of 68,470 subscribers from ADSL technology to GPON technology.

To strengthen the customer service area, ensure effective work with clients, build long-term relationships, and achieve business goals, the position of Managing Director for Customer Service and Marketing Communications was introduced in the Retail Business Division — a branch of Kazakhtelecom JSC — under the direct supervision of the General Director of the Retail Business Division. Under the direct supervision of the Managing Director for Customer Service and Marketing Communications are the following positions and structural units along with their personnel and functional responsibilities, without changes to working conditions or location: Customer Service Director, Digital Office Department, and Marketing Communications Department.

Significant efforts in 2024 were directed toward improving the quality of services provided. As part of the “SAPA+” project, more than 200,000 subscribers connected to internet services via optical lines (FTTx) were provided with free installation of additional equipment to achieve maximum access speeds.

• 30% growth in FTTx sales through the implementation of the “First in the House” project and the utilization of existing port capacity;
• Reduction of FTTx customer churn;
• Achievement of 1 million subscribers on the TV+ platform;
• FMS revenue growth of at least 11%;
• Construction of optical networks in 50,000с apartments under partnership programs.