A1 Bulgaria (formerly Mobitel), a member of A1 Group, is one of the country’s leading telecommunications and digital services provider. To better serve its more than 4.5 million customers in the digital age, A1 Bulgaria sought to update its go-to-market strategy. 

A key focus of this strategic shift was improving its digital service experience for customers to win new, younger customers and increase sales through digital channels, including the service provider’s website and mobile application. Though A1 leads the Bulgarian telecommunications market in terms of digital adoption, just 5% of its customers use digital channels to access and manage their services. 

“We want to improve the digital experience for our customers and let them self-serve through our digital channels,” said Borislav Simeonov, Senior IT and Digital Transformation Director at A1 Bulgaria. “But for that to happen, we needed to modernize with a less manual, more coordinated IT approach. We also needed shorter delivery times for new services.