Beeline (brand)

Beeline (Russian: Билайн) is a mobile network operator brand operating in Russia under PJSC VimpelCom, and in Kazakhstan and Uzbekistan under VEON Group. In Kyrgyzstan, the brand is used by Sky Mobile LLC, which operated as a VEON subsidiary until its sale to state-owned Eldik Bank in August 2025; Sky Mobile has continued to operate under the Beeline brand following the change of ownership. Beeline is Russia's fourth-largest mobile network operator, with its main competitors being MTS, MegaFon and T2. Since 2009, PJSC VimpelCom had been a subsidiary of VimpelCom Ltd., which was renamed VEON in 2017. On 9 October 2023, VEON completed its exit from Russia through the sale of its Russian business, PJSC VimpelCom, which operated under the Beeline brand. Following the sale, VEON continued to operate in Kazakhstan, Kyrgyzstan and Uzbekistan, including through the Beeline brand. 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"). According to the company, the rebranding campaign was successful in associating the brand with these principles, which it said "captured hearts and minds".