Olga Ustinova, CEO of Vodafone Ukraine, told how the company is reviewing the cost of tariffs and assured that they are not increased for the same subscriber three times a year.
Olga Ustinova, CEO of Vodafone Ukraine, told how the company is reviewing the cost of tariffs and assured that they are not increased for the same subscriber three times a year.
In a long interview for «Economic Truth», the head of the company noted that the issue of revising tariffs is directly related to the increase in costs for supporting the network in the context of the energy crisis. In particular, a significant part of the budget is allocated to paying for electricity for base stations and purchasing equipment for energy independence.
Olga Ustinova emphasized that currently the company’s investments exceed net profit twice, and without stable income, the operator would not be able to finance the purchase of generators and lithium batteries to ensure communication during blackouts.
«If we didn’t earn on tariffs, we wouldn’t be able to buy generators. You look at net profit, and I look at investments that are twice as high,» the CEO of Vodafone Ukraine noted.
She also added that pricing is undergoing thorough review, in particular by the Antimonopoly Committee, so the current cost of services is completely market and justified.
According to Ustinova, the company adheres to a phased approach to changing the cost of packages, which allows avoiding sharp price jumps. In particular, the cost of a specific tariff plan for a certain group of subscribers changes no more than once a year. Such a division makes customer costs more predictable.
«The tariff of 400 UAH per month is the price of three or four cups of coffee in Kyiv. For this money, we provide a lot of services for a whole month: an incredible amount of traffic, unlimited voice, the ability to use the „Roaming like at home“ service abroad without additional charges,» says the head of Vodafone Ukraine.
In her opinion, such a price is not critical for consumers, «especially compared to the number of services they receive.»
Earlier, Vodafone Ukraine published financial results for 2025. According to them, operating income (OIBDA) increased by 15% to UAH 14 billion despite «a significant increase in costs for providing network power.»
