Despite the difficulties, the fixed Internet market is resilient and dynamic. Ukrainian operators are adapting to new challenges, improving service quality and implementing non-trivial corporate social responsibility initiatives.
War and economic challenges have had a significant impact on the country’s telecommunications infrastructure, prompting providers to actively implement innovative technologies. At the same time, competition is forcing providers to not only modernize their networks, but also to interact more actively with customers.
Responding to the challenges
Last year was a milestone for the Ukrainian fixed-line Internet market. The main trend determining its development was the active transition of many providers to Gigabit Passive Optical Network (GPON) technology. It can reach speeds of up to 1 Gbps and was a response to concerns about possible long-term power outages due to enemy shelling of energy infrastructure. Although there were no prolonged power outages in 2024, providers decided to err on the side of caution and upgrade their networks to ensure uninterrupted Internet access.
Thanks to these innovations, the fixed-line Internet market continues to recover from the decline in subscribers seen in previous years. According to the latest data, the number of users grew by 30% to 11.1 million, of which 27% live in rural areas. According to the National Commission, revenues from fixed-line Internet access in Ukraine in the first nine months of 2024 amounted to UAH 18.2 billion, up 13.5% compared to the same period in 2023, indicating stable growth in the industry.
In addition to technological innovations, the fixed-line and broadband Internet marketplace has also faced changes in reputation management. War and global economic challenges have had a significant impact on consumer sentiment, making users more demanding about the quality of service, transparency and ethics of companies. These new realities have prompted providers to focus on corporate communications and active customer engagement.
Corporate social responsibility (CSR) programs have become an important part of providers’ activities. Companies are implementing projects aimed at supporting education, healthcare, the environment and social assistance. For example, Datagroup-Volia is actively involved in restoring communications in the de-occupied territories, providing communications to shelters and staging areas, and providing free Internet access to social institutions.
Triolan is also actively working to provide Internet access in bomb shelters and free access to socially vulnerable groups. Ukrtelecom announced the “Price is not news” campaign, which guarantees a fixed price for Internet for two years. The company’s charity initiatives include the “Tales for the Christmas Tree” project with MEGOGO, where contact center employees read 16 exclusive fairy tales to children.
Reputation of market participants
In times of war, a company’s reputation is especially important. Consumers now value transparency, social responsibility and reliability. Companies that actively support society and provide quality services strengthen their reputation and gain customer trust.
Vega (part of the Vodafone Group) is an international telecommunications company that has been operating in Ukraine since 2005, providing a wide range of services, including Internet and telephony. The company is known for its stable operation and high Internet speed, which provides users with reliable communication. After Vega bought Vodafone, the company received an impetus for development and implementation of the latest technologies, such as GPON.
Lanet is one of the leading Internet and television providers in Ukraine. The company has a strong position in the market thanks to its competitive tariffs and high quality of service. It has a positive reputation among users due to its connection speed, availability of technical support and participation in social projects.
Datagroup-Volia provides high-speed Internet and digital television services. The company is known for its innovative approach to customer service and innovative telecommunications solutions. The company is actively involved in restoring communications in the occupied territories, providing communications to shelters and staging areas, and providing free Internet access to social institutions. Following the acquisition of Datagroup-Volia and lifecell by the French company NJJ Holding, further development and improvement of services is expected.
In summary, most market players have a positive reputation for high quality of service and innovative approaches to service delivery. The active implementation of technologies such as GPON demonstrates the market’s ability to adapt to new challenges and provide uninterrupted Internet access even under difficult conditions. And CSR programs show that Ukrainian providers actively support social, environmental and educational initiatives. Each market player has its own unique advantages that contribute to its success in the telecommunications sector.
