As of 28 February 2010 the total number of subscribers to Armenian cellco K-Telecom (trading as VivaCell-MTS) reached 2.1 million, the cellco’s press office reports. VivaCell is a subsidiary of Russian powerhouse Mobile TeleSystems OJSC (MTS), a leading telecoms operator in Russia and CIS countries.
According to TeleGeography’s GlobalComms Database, VivaCell-MTS controlled around 75% of the domestic mobile market as at 31 December June 2009, ahead of the mobile arm of national PTO ArmenTel (Beeline) with close to 19%, and market newcomer Orange Armenia with the remainder. Given the threat posed by its rivals – indeed Orange signed its 200,000th subscriber just last month having launched services on 5 November 2009 – VivaCell-MTS is now looking to new, advanced technologies to maintain its competitive edge. It recently revealed plans to deploy 4G mobile broadband services based on Long Term Evolution (LTE) technology in 2010. Currently, around 600,000 of the cellco’s 2.045 million-strong customer base subscribe to some form of data product (i.e. GPRS, EDGE or UMTS technology), including around 400,000 3G subscribers.