Yandex Plans to Launch Its Own Virtual Mobile Operator
The launch is expected as early as this summer, as the company aims to drive adoption of its subscription services.
Russia’s telecom market is no longer dominated by a small group of operators. Companies with strong IT infrastructure are increasingly entering the MVNO space. This allows them to expand their service ecosystems around core offerings.
A Joint Project With VimpelCom
Yandex is preparing to launch its own virtual mobile operator. According to Kommersant, the launch is expected this summer. Yandex will develop the project in partnership with VimpelCom (Beeline brand).
Sources say the operator will follow a Medium MVNO model. Under this setup, VimpelCom will provide RAN access and part of the core network infrastructure. Yandex will handle billing, product development and customization, as well as sales, customer service, and marketing.
The name of the new operator has not been disclosed. Insiders estimate investment at around 6 billion rubles (approximately $65 million). The payback period is estimated at three to five years, though Yandex will need to invest heavily in promotion.
Launch Preparations Underway
Neither company has commented publicly, but preparations are already underway. In March, AO Khedvig, a Yandex-linked entity, received an MVNO license covering Moscow, St. Petersburg, and the surrounding regions. Analysts say these areas are likely to serve as the initial target market.
For VimpelCom, the partnership matters. The operator is expanding its presence in the MVNO segment and aims to capture up to 28% of the market by 2028.
Market Leaders and Data Strategy
According to TelecomDaily, as of mid-2025 the largest MVNO in Russia was Yota (running on MegaFon’s network) with 9.5 million subscribers, or 45% of the market. T-Mobile (operating on T2 and MTS networks) ranked second with 4.6 million subscribers (22%), followed by SberMobile (T2 and MegaFon networks) with 4 million users (19%).
Analysts say Yandex’s move is not just about adding a new revenue stream. The company is also looking to expand its user data base, including mobility patterns and preferences. That data can support more targeted advertising campaigns aligned with user behavior.
A Rapidly Growing MVNO Market
The Russian MVNO market is expanding quickly. By the end of 2025, the number of subscribers reached 23.4 million. In 2026, that figure could grow to 28–30 million. By 2030, analysts expect the total to reach 43.6 million subscribers, or roughly one in three mobile numbers in the country.
This trend mirrors global developments. Companies across industries are entering the MVNO space. According to S&P Global, new projects in 2025 were launched not only by telecom providers but also by sports, retail, and lifestyle brands, including BarçaMobile. Connectivity is turning into a bundled service that many large companies want to offer directly to their audiences.
Companies treat telecom as an extension of their digital business. For Yandex, the MVNO is another channel to drive users into its subscription ecosystem. If the project succeeds, it could push other ecosystem players to launch their own virtual operators.
