MTS Armenia rebrands as Viva-MTS as part of digital transformation

20 Jan 2020

Mobile operator MTS Armenia, majority-owned by Russia’s Mobile TeleSystems (MTS), is undergoing a corporate rebrand to mark its strategic shift from ‘a telecommunications operator to a comprehensive digital services company’, in a move that includes a name change from VivaCell-MTS to just Viva-MTS. According to General Director Ralph Yirikian, the rebrand is ‘in line with global trends in the sector, as well as the growing needs and expectations of subscribers who want to see the Company being more than a telecommunications operator’. In dropping the ‘Cell’ part from its brand identity, MTS Armenia said the move reflected its desire to develop and promote digital products and services, and move beyond its traditional mobile offerings. Today, alongside its voice and data services it currently offers gaming, entertainment, and educational applications, e-wallet, mobile TV, cloud services, and business and financial management, amongst others. ‘For many years, the foundation and symbol of our identity has remained unchanged. “Cell”, besides its main meaning, symbolises mobile communication services, that is, what we have always provided. Thus, while continuing to provide telecommunications services, we are growing into a digital company that provides a variety of services,’ Yirikian clarified.

Armenia, MTS Armenia (Viva-MTS)