What Viva -MTS does

Viva-MTS is a privately held Armenian national telecommunications operator (legal entity: Viva Armenia (Վիվա Արմենիա) ՓԲԸ, founded 2005, headquartered in Yerevan) that delivers an integrated stack of mobile, fixed-line, internet, television, digital financial, and device-retail services. Core mobile offerings run over 4G with a 5G transition underway, supported by VoLTE, Wi-Fi Calling, eSIM, and Mobile ID. Fixed products include RED TV, Quartet (115+ channels), Duet, and Viva Home bundles. The wholly-owned MobiDram subsidiary provides a regulated mobile wallet (licensed by the Central Bank of Armenia) handling money transfers, utility and JustQR payments, microloans, and Skrill/Mastercard-enabled international transfers.

The product surface extends to consumer entertainment (Kinodaran, IVI, IMUSIC, podcasts, BeWoman, premium content), enterprise solutions (M2M/IoT, cloud and IT, Smart Business Mini corporate tariff, Business Hub CPaaS tool), and a device retail channel (shop.viva.am) carrying Apple, Samsung, Xiaomi, and Realme with installment plans. Distribution is omnichannel: physical service centers across all Armenian regions, the MobiDram branch and self-service terminal network, online self-serve portals (cabinet.viva.am, myviva.viva.am), and mobile apps including My Viva.

Revenue mechanics are diversified across subscription (mobile tariffs UNLIM/VOXI/X/Y/START+/Sun/GO, fixed TV/internet), usage-based (roaming via VOYAGE), transaction-fee (MobiDram), hardware sales (devices), and B2B subscriptions. Pricing is denominated in Armenian Dram, ranging from entry-level prepaid (e.g., VOXI at 1,200 AMD/30 days) to flagship devices (~317,900 AMD) and corporate tariffs. The customer base spans individual prepaid/postpaid consumers, tourists, SMEs and large enterprises, digital wallet users, and device buyers. ISO 27001 certification is held for information security management. No founding-date precision, ownership details, or revenue figures are disclosed in the available data.

Name

Viva -MTS

Legal name

Viva Armenia (Վիվա Արմենիա) ՓԲԸ

Website

https://mts.am

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Viva-MTS is Armenia's national telecom operator, offering mobile (4G/5G), fixed internet and TV, the MobiDram regulated digital wallet, and device retail to consumers, SMEs, and enterprises across Armenia via service centers, online portals, and mobile apps.

Ownership category

akta.pro rank

Headquarters

HQ city

Yerevan

HQ country

Armenia

HQ region

Asia

Offices12 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Infrastructure, Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Others

Revenue model

1. Mobile Services: Prepaid and postpaid mobile voice, SMS, and data services with various tariff plans (UNLIM, X, Y, START+, Sun, VOXI, GO plans)
2. Fixed Internet and TV: Fixed-line internet and television services under RED, Quartet, Duet, and Viva Home brands with channel packages including 115+ channels
3. Device Sales: Online retail sales of smartphones (Apple, Samsung, Xiaomi, Realme), accessories, tablets, wearables, and smart home devices
4. Roaming Services: International roaming services including VOYAGE roaming packages and international call services
5. MobiDram Financial Services: Mobile wallet services including money transfers, utility payments, budget payments, online payments, and microloans regulated by Central Bank of Armenia
6. Business Solutions: Corporate mobile communication, business connectivity, M2M/IoT solutions, cloud and IT services for enterprise customers
7. Entertainment Services: Digital entertainment including Kinodaran streaming, apps (Yandex Plus, Иви, IMUSIC, myFit, myAstro), games, podcasts, and premium content portals

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Viva-MTS is an Armenian mobile and fixed-line telecommunications operator providing 4G/5G mobile voice, SMS, and data services under prepaid and postpaid tariff plans, fixed-line internet and digital television (RED, Quartet, Duet, Viva Home), and digital content/entertainment subscriptions. It also operates the MobiDram (Մdelays) mobile wallet for payments and microloans (regulated by the Central Bank of Armenia), M2M/IoT and cloud/IT business solutions, the Business Hub enterprise communications tool, and an online retail shop for smartphones and connected devices.

Product overview

Viva-MTS is a comprehensive telecommunications company operating in Armenia, offering a unified platform of mobile, fixed, internet, and TV services. The core offering includes mobile connectivity with various prepaid and postpaid tariff plans (UNLIM, VOXI, X, Y, START+, Արև, GO), new technologies (5G, eSIM, Wi-Fi Calling, VoLTE, Mobile ID), and fixed services (RED TV, Quartet with 115 channels, Viva Home). The product ecosystem extends to digital services including MobiDram mobile wallet, My Viva self-care app, and an online shop for devices. Business solutions encompass M2M/IoT, cloud/IT services, and the recently launched Business Hub for digital communications. Entertainment offerings include Kinodaran streaming, IVI cinema, podcasts, and various mobile applications. All services are available through the Viva Armenia (Վիվա Արմենիա) legal entity.

Differentiator

Problem solved

Functional benefit

Brands

• MobiDram (ՄոբիԴրամ): Mobile wallet and e-payment service offering transfers, utility payments, and microloans
• My Viva
• RED
• ՔԱՌՅԱԿ (Quartet)
• ԴՈՒԵՏ (Duet)

Products and services

• Mobile Telecommunications Services Prepaid and postpaid mobile voice, SMS, and high-speed data plans over 4G/5G networks, offered nationwide in Armenia to individual consumers and business customers under multiple tariff options.
• Fixed Internet and TV Services (RED, Quartet, Duet, Viva Home) Fixed-line broadband internet and digital television services for Armenian households, with channel packages including up to 115 channels under the Quartet bundle, plus RED, Duet, and Viva Home bundle options.
• MobiDram Mobile Wallet Mobile wallet and digital payment service offering money transfers, utility and budget bill payments, JustQR, online payments, bank card and Skrill/Mastercard cross-border transfers, and microloans; regulated by the Central Bank of Armenia.
• M2M and IoT Connectivity Solutions Machine-to-machine and Internet of Things cellular connectivity services for Armenian business customers needing to deploy and manage connected devices, sensors, and telemetry endpoints.
• Cloud and IT Solutions Cloud computing and information technology services for enterprise and business customers under Viva's business-solutions portfolio.
• Business Hub by Viva Digital transactional and promotional communications platform that lets Armenian businesses send transactional and promotional messages to their customers.
• Viva Online Shop E-commerce storefront selling smartphones (Apple, Samsung, Xiaomi, Realme), tablets, wearables, accessories, routers, and smart home devices, with delivery (2-5 business days) and installment payment options, plus mobile number porting.
• Mobile ID (Մdelays) Digital Identity Service Digital identity and electronic signature service that allows subscribers to use their mobile phone number for authentication and to sign electronic documents with approved relying parties.
• VOYAGE International Roaming Service International roaming packages providing mobile internet and voice services for Viva subscribers traveling abroad, plus tourist-specific plans such as Tourist UNLIM for visitors to Armenia.
• Mobile Number Portability (MNP) Service allowing subscribers to keep their existing phone number when switching to or from Viva-MTS.
• Viva Bonus Loyalty Program Loyalty and bonus program for Viva subscribers offering rewards and benefits for continued usage.

Quantifiable outcome

• 115+ TV channels available through Quartet package
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature6 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Amio BankminorGTM or Marketing Partner · 30 March 2026Partnership to offer free digital Mastercard cards with +Unlim internet package (30 days) to customers who order through the promotion.
• FinnoWay ArmeniaminorStrategic or Co-development Partner · 4 December 2025MobiDram is recognized as a bronze partner of FinnoWay Armenia, indicating a regional fintech partnership for financial services development.
• RED PartnerscoreStrategic or Co-development PartnerViva continues developing Armenia's digital ecosystem with RED partners, indicating a strategic ecosystem development initiative with technology and content partners.
• ApplecoreChannel Partner/ Reseller/ DistributorAuthorized reseller and retailer of Apple devices including iPhones, iPads, MacBooks, Apple Watches, and AirPods. Products sold through Viva online shop and service centers.
• SamsungcoreChannel Partner/ Reseller/ DistributorAuthorized reseller of Samsung smartphones (Galaxy A, S, Z series), tablets, and wearables. Products available through Viva online shop and service centers.
• XiaomicoreChannel Partner/ Reseller/ DistributorAuthorized reseller of Xiaomi devices including POCO, Redmi smartphones, tablets, and smart devices (power banks, air fryers, home appliances).
• RealmeminorChannel Partner/ Reseller/ DistributorAuthorized reseller of Realme smartphones sold through Viva online shop.
• Telcell WalletminorGTM or Marketing PartnerTelcell Wallet accepted as payment method on Viva online shop for purchases.
• IdramminorGTM or Marketing PartnerIdram payment system accepted as payment method on Viva online shop.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• VEON Ltd: Amsterdam-headquartered multinational telecom group whose Beeline Armenia asset is a direct peer; provides broader context on parent-level scale, capital structure, and digital services strategy relevant to Viva-MTS's own digital wallet and content ambitions.
• MTS (Mobile TeleSystems): Russia-based telecom incumbent whose brand historically tied to Viva-MTS's "MTS" sub-brand; offers comparable mobile, fixed, fintech, and digital ecosystem services at scale in larger markets, providing a strategic benchmark.

Emerging players

• Telcell: Armenian payment service and terminal network providing mobile wallet and bill payment services; competes with MobiDram for digital transaction share in the same domestic market.
• Idram: Armenian mobile wallet and payment platform competing directly with MobiDram on money transfers, bill payments, and merchant acceptance; relevant fintech peer within the same Armenian consumer base.

Regional players

• Tcell: Tajikistan-based mobile operator under the Aga Khan Fund for Economic Development; comparable as a smaller-market mobile carrier building digital financial and content services on top of mobile connectivity.
• Azercell: Azerbaijan's largest mobile operator with 4G/5G services, digital content, and fintech extensions; relevant Caucasus-region comparable for subscriber scale and product portfolio breadth.
• MagtiCom: Leading Georgian mobile and fixed operator with mobile, internet, TV, and digital services; comparable regional Caucasus peer in terms of scale, market structure, and converged offerings.

Direct peers

• Beeline Armenia (VEON): Direct Armenian mobile competitor operating under the VEON group; offers 4G mobile, fixed internet, and bundled telecom services to the same consumer and enterprise base as Viva-MTS.
• Ucom: Armenian fixed and mobile telecom operator providing mobile, internet, TV, and digital services; competes head-to-head with Viva-MTS across prepaid/postpaid, fixed broadband, and converged offerings.
• Team Telecom Armenia (T Telecom): Armenian mobile and fixed-line operator serving the same national customer base as Viva-MTS, with overlapping prepaid plans, mobile internet, and fixed TV products.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC9wzwYWCZzDs_wRSIOYtjig
• Facebookfacebook.com/mobidramofficialpage
• Xx.com/viva_mts

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Viva -MTS