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| Product type | Mobile telephony, mobile phones retailing, international telephony, broadband Internet, IPTV, city-wide Wi-Fi, domain name registrar and others |
|---|---|
| Owner | PJSC VimpelCom/Veon |
| Country | Russia |
| Introduced | 1993 |
| Related brands | Bee+, Golden Telecom, Corbina |
| Markets | Russia, CIS, Eurasia |
| Tagline | "30 years on your side" (2022–2023) "On your side" |
| Website | beeline.ru |
Beeline (Russian: Билайн), formerly Bee Line GSM (Russian: Би Лайн GSM) is a telecommunications brand by company PJSC VimpelCom, founded in Russia.
PJSC VimpelCom is Russia's third-largest wireless[1] and second-largest telecommunications operator.[2][3] Its headquarters is located in Moscow.[4] Since 2009, PJSC VimpelCom has been a subsidiary of VimpelCom Ltd., which has become Veon in 2017. It is based in Amsterdam. VimpelCom's main competitors in Russia are Mobile TeleSystems, MegaFon and Tele2.[5]
The commercial service was launched under the Beeline brand, a brand developed by Fabela in late 1993 to differentiate the company as a youthful and fun company, rather than a technical company. The name comes from the English term "beeline", meaning the most direct way between two points.
VimpelCom relaunched Beeline with the current characteristic black-and-yellow striped circle in 2005 with a campaign to associate the brand with the principles of brightness, friendliness, effectiveness, simplicity, and positive emotions; with a new slogan "Живи на яркой стороне" (Live on the vibrant side). The rebranding campaign was hugely successful and the principles associated with the brand "captured hearts and minds", in the words of the company.[6]
- ^ "Ъ-Газета - "МегаФон" больше не третий". 25 May 2010. Retrieved 17 July 2015.
- ^ "Интернет-издание о высоких технологиях". Retrieved 17 July 2015.
- ^ "Ъ - "Большая тройка" отчиталась". 13 March 2012. Retrieved 17 July 2015.
- ^ "VimpelCom - Contacts". Archived from the original on 2008-07-02. Retrieved 2008-07-03.
- ^ "Svyazinvest Puts Cell Assets Up for Sale". Kommersant. 2007-06-25. Archived from the original on 2011-06-06. Retrieved 2008-07-03.
- ^ "Brands". VimpelCom. Archived from the original on 2012-07-25. Retrieved 2012-07-30.