Technological revolution: pioneering 5G 

For years, the main reason for negative customer sentiment was network quality. We responded to this challenge by introducing 5G technology. We were the first in Georgia to obtain the license and begin implementing the fifth-generation internet.

 

At the same time, we further deepened cooperation with global giants. Through partnership with Nokia, we made large-scale investments in the full modernization of infrastructure, which enabled us to offer users technological quality of an international standard. Within the framework of the strategic partnership with Vodafone, we created the market’s first large-scale loyalty platform. In this way, we brought the experience of global telecom leaders into the Georgian reality and established a completely new standard of benefits.

 

Local ownership and strategic independence

In 2022, CBS Group acquired 100% of “Cellfie Mobile” (Cellfie Mobile). As a result of this transaction, the company came fully under Georgian ownership, which made the following possible:

• Fast decisions: Investing without bureaucratic barriers in the areas local users need.
• Local focus: Tailoring products directly to the specifics of the Georgian market. A customer-oriented digital ecosystem

 

A customer-centric digital ecosystem

Our positioning in the market has always been based on one main principle - digital transformation. Our goal was to create the most comfortable possible digital environment for subscribers, which we achieved in two specific directions:

• Super App: We created a platform that gives users full control over services. With us, there is no bureaucracy and no need to visit physical offices - everything is available from a smartphone.
• Transparency: We introduced simple and understandable tariffs. Our priority was to eliminate the fear of “hidden costs” and build a relationship with the customer based on trust.

 

Alongside continuous network upgrades, in 2025:

•  We also became partners of Vodafone Group, which brings together 300 million users in Europe and Africa. Using their experience, we introduced the first loyalty platform in the telco industry.
• We began a partnership with Airalo, giving tourists the ability to use Cellfie’s network easily, without registration.
• We launched a 2G phone replacement program across Georgia, within the framework of which 70,000 customers will receive a brand-new phone and will be able to use mobile internet.
• We added Travel eSIM, which in just a few clicks gives users of any network the ability to stay connected while abroad and use reliable mobile internet.

 

The results were not long in coming. The customer satisfaction index increased by a full 15 points compared to the previous year and reached an unprecedented level.

 

Following these impressive results, in autumn Cellfie also earned the award for the fastest-growing telecom operator in Georgia. This award is an example of how targeted investment and technological boldness can completely change the picture of the market. We proved that the so-called “underdog” status is not a sentence for us, but the best possible starting position for a big leap.

 

 

Useful links:

• Find out more about Cellfie on the website
• Georgian company CBS Group acquired 100% of Cellfie

External resources:

• Learn more about the partnership with Vodafone