Built on the EW Polyphone digital services platform, the Tajik operator brought messaging, fintech services, and self-care together in one seamless ecosystem. This approach helped win back migrant subscribers who had moved to competitors while roaming and opened a new revenue stream.
Challenge: Retaining the Subscriber Base in a Rising Price Environment
In 2018–2019, Tajikistan’s telecom market faced serious pressure. As the national currency fluctuated, the antimonopoly regulator required operators to raise prices for internet and voice services.
For a large share of customers, primarily labor migrants and their families, mobile connectivity became a major financial burden. To cut costs, many subscribers switched to local SIM cards in their host countries, leading MegaFon Tajikistan to lose roaming revenue and weaken subscriber loyalty.
Solution: Building a Unified Digital Ecosystem on EW Polyphone
To win users back to its home network, the operator bet on MegaFon Life, built on the EW Polyphone platform. The vision went beyond launching a messaging app. It was about creating an all-in-one digital tool that handled everyday essentials, from free calls home to paying fines and accessing microloans.
1. Winning Migrants Back with Hybrid Connectivity
The initial step was integrating the messaging app with the GSM network. Subscribers could place calls from the app to any number in Tajikistan at domestic rates, no matter where they were in the world. For MegaFon customers inside the country, app traffic was free. This approach outperformed traditional advertising, as word of mouth within migrant communities drove 116,000 registrations in just six months.
2. Creating an In-App Payment Ecosystem
Limited access to ATMs and payment terminals across the country accelerated the shift toward mobile commerce. MegaFon Life integrated a financial module that enabled migrants to send money home with minimal fees.
Family members in Tajikistan could then pay for government services, utilities, and in-store purchases using QR codes. The addition of financial features brought another 100,000 active users to the app.
3. Digitizing the Entire Customer Journey
To boost ARPU, the operator embedded full self-service capabilities into the app. Users can convert bonuses into minute bundles, adjust their plans, and activate up to three new numbers with a passport scan, no store visit required. This transformed MegaFon Life into a true business platform, monetizing not just traffic but also transaction fees and strategic partnerships with banks and retail brands.
MegaFon Life powered by Eastwind Polyphone sets a new standard for telecom messaging. We built a b2f environment (business-to-family) that gives the operator direct access to a loyal audience of 350,000 users and the ability to monetize every interaction, from messaging to purchases within the partner product catalog.
Artem Kirishchev, Head of Sales, Eastwind
Result: 2x Revenue Growth and Fast Platform ROI
Eastwind analytics confirmed that the strategy delivered measurable results, with app downloads growing exponentially every six months. The biggest wave of new users came after the financial module launched and external internet traffic prices increased across the country. At that point, MegaFon Life was no longer just a wallet. For many subscribers, it became the only truly affordable way to stay in touch with home.
In just one year, the app scaled to 350,000 users
To explore how the digital platform can support your business, book a free EW Polyphone demo
