In June, Ukraine recorded a noticeable outflow of subscribers from the three largest mobile operators — Kyivstar, Vodafone and lifecell. The main reason is the transition of users to a company that has not changed tariffs for more than half a year and maintains a transparent pricing policy. This is lifecell, which is currently demonstrating the largest increase in subscribers among mobile networks.
According to official data from the National Commission regulating the electronic communications sector, Kyivstar suffered the greatest losses — minus 8,350 subscribers. Vodafone lost slightly less — 7,611 users. Lifecell recorded the smallest outflow — 4,352 subscribers.
However, the picture changes if you look at the number of new customers that operators were able to attract. Lifecell performed best — 11,856 subscribers switched to it. Kyivstar and Vodafone were able to attract only 4,331 and 4,225 new users, respectively.
The main reason is stable tariffs. The operator has not revised its pricing policy for more than half a year, which makes it stand out from the rest. At a time when many companies are forced to raise prices due to inflation and wartime restrictions, lifecell's stability looks advantageous.
The operator also has a simplified tariff system and clear positioning for different categories of users — from students to those temporarily abroad.
In response to the decline in its subscriber base, Vodafone has offered two new service packages — FLEXX GO and FLEXX TOP — since July 2. They should satisfy both domestic users and those outside Ukraine.
FLEXX GO includes unlimited calls within the network, 500 minutes to other mobile numbers, access to popular applications, and 25 GB of internet for 320 UAH for 4 weeks.
FLEXX TOP has the same features, but 800 minutes and 50 GB of traffic — for 500 UAH for the same period. Whether this will be enough to retain and return subscribers — will become clear in the near future.
The Ukrainian mobile market is becoming increasingly competitive, and users are more sensitive to the cost of services. In these conditions, stability and transparency become the main advantages. If large operators cannot adapt quickly, the loss of subscribers may only increase.
