"Kcell" reported on its network quality development


Today, when the competition in the mobile communications has reached its peak, and companies attract the customers by using a variety of methods (which can be quite aggressive sometimes), the leader of a market company "Kcell" relies on the quality of its services.

By July 2015 "Kcell" has ensured that the company's network works almost everywhere - 15,377,137 persons, or 96% of the state's population, have access to mobile communications of the company. "Kcell" has already provided access to the network for all the villages with a population of one thousand people and more across the country, and 95% of them has access to EDGE mobile Internet.

Today, the company is working on providing communication to even smaller settlements with a population of 500 inhabitants and more. "Kcell" has expanded its coverage in rural areas as well - currently 86% of the villages have access to voice communication. During the first half of 2015 2G network was provided to the inhabitants of eight villages with a population of more than 500 people in five regions of Kazakhstan: Pavlodar, East-Kazakhstan, Kostanai, Akmola and Zhambyl. Moreover, there are just 355 dwellers in the smallest one of them, which is Olgino village located in Pavlodar region. The largest village with "Kcell" network coverage is named Karasu and located in Tarbagatai district of East Kazakhstan region. The quantity of people living there is 951.

The company "Kcell" is also actively developing its 3G network, and by July 2015 it covers a territory with a population of almost 72% of Kazakhstan residents. These all are cities and towns with the population of more than 10,000 people and about 86% of settlements the population of which makes more than 5,000 inhabitants. In the first six months of this year owing to the company "Kcell" internet came to 57 new settlements. In order to improve mobile Internet connection the company has installed 185 new stations and 286 additional base stations along with 2G stations.

- We believe that the future belongs to mobile Internet, thus we develop our network to provide Internet access in rural areas, - says Arti Ots, Chief Executive Officer of "Kcell". - We understand that to fully meet the high expectations of customers we have to provide them with the appropriate quality of service. That is why it is very important to build such a network so all our customers across the state were happy with that.

In order to improve its service the company has developed a special "cluster approach". For this purpose the key cities were divided into special segments - clusters, depending on the size of the city. This allows revealing of the "hot spots" or the areas with the biggest amount of network complaints. The key resources of the network quality improvement were sent to these points. Over the past six months the analysis was performed in 6 of the 8 clusters of Almaty city, in Shymkent the analysis of all the clusters was completed. The next stage is Karaganda, Atyrau and Aktau, and then the remaining regions of the country.

This approach has already brought its yields evidenced by the NPS (Net Promoter Score) index measurements. This "index of consumer loyalty", which reveals the commitment to the brand reflected in the customer's willingness to make a purchase again or to recommend the service or product. Worldwide NPS is considered as the most honest metric that shows the real level of customers' satisfaction. According to the results of this index measurement in Kazakhstan, which was conducted by a specialized marketing agency in the cities where the cluster optimization was led, NPS of "Kcell" and "activ" brands increased due to the improved quality of communication.

- This year we are actively investing in the development of our network with a focus on rural areas, to provide voice communication coverage to very small villages. We continue to invest in expanding 3G coverage, to provide access to the Internet with a good speed in both cities and villages with a population of 5 000 people and more. Over the first half of 2015 the volume of data in our network increased by 63.8% and amounted 21.7 billion of gigabytes. And we will continue to invest in increasing the capacity and quality of our network to secure the long-term sustainable business development, - said Arti Ots.