The deployment includes two key modules:
- EW AdTarget: a solution for audience segmentation and campaign management
- EW Event Processing System: a trigger-based platform for real-time communications
While EW Marketing Platform (EW MP) also offers ML infrastructure and custom model development, this component wasn’t part of the current rollout. The operator already leverages a big data environment to generate anonymized subscriber profiles.
Why Tele2 Switched to a New CVM Platform
Tele2 had long been using a targeted marketing platform from another vendor. As the contract neared its end, the team decided to re-evaluate the market and find a solution that better supports their current business priorities.
“We conducted a rigorous technical evaluation of every vendor, digging into the smallest details. EW AdTarget came out on top by our standards, delivering the best overall service.
Market feedback confirmed our choice that EW AdTarget is not only packed with cutting-edge features but also earns high marks for customer satisfaction, as shown by its NPS scores.
Its strong presence in the Kazakhstan market was another plus, giving us easier access to local expertise and accelerating platform development”.
Pavel Serdyuk,
Director of Customer Value Management, Tele2
EW MP fully meets Tele2’s functional requirements:
- Handles thousands of campaigns at once without performance loss
- Supports real-time trigger-based communications
- Integrates with various channels, including the mobile app, website, SMS, USSD, and others
With EW MP, the customer gains centralized control over all communications, guided by unified contact policies and smarter, more flexible tools for managing communication groups. This streamlines processes and enhances both productivity and efficiency.
“We plan to review existing processes and approaches to targeted marketing. Our objective is to shift from a system centered only on campaign execution and control to a more agile platform that can make decisions on its own.
We need a system that can harness data and AI to personalize communications and launch campaigns automatically—no manual input required. EW AdTarget, working alongside our in-house tools, fully delivers on this need.
In today’s “red ocean” market, the edge goes to those who deliver standout customer experiences, smart communication, and top-tier service. And that’s only achievable with powerful, modern IT at the core”.
Pavel Serdyuk,
Director of Customer Value Management, Tele2
How Implementation Will Unfold: From MVP to Full-Scale Functionality
Eastwind and Tele2 signed the contract in August 2025. By November 2025, the customer had finalized infrastructure setup, allowing the project team to begin deploying the software modules.
“The previous CVM platform was active through the end of 2025. To ensure continuity in marketing efforts, we’re aiming to launch the new system in the first quarter of 2026.
We’re on track to complete the full rollout of EW MP by fall 2026. By then, we’ll have all major channels up and running including messaging apps, telemarketing, IVR, voice bots, email, SMS, and more”.
Artem Kirishchev,
Sales Director, Eastwind
The transition to EW Marketing Platform will enable Tele2 to build automation-powered marketing workflows that leverage AI analytics and real-time omnichannel communications to achieve specific business goals.
Discover how EW Marketing Platform supports telecom operators in addressing key challenges
