Yettel Magyarország is expanding beyond its traditional telecommunications role and seeking a stronger position in IT and automation services. Company executives said at a press discussion that growth opportunities in the mobile market are limited, while demand for ICT- and software-based solutions is rising quickly. Their stated aim is to be perceived not only as a mobile operator but also as a corporate technology partner.
UiPath-based robotic process automation for mid and large enterprises
The company’s first major step in this area is a robotic process automation (RPA) service built on UiPath technology, targeted at mid-sized and large companies. The solution is intended to transfer repetitive, rules-based administrative tasks — such as invoice processing, HR, finance, customer service or other back-office workflows — to software robots.
Yettel emphasizes this is not a simple software sale: the offering includes consultancy, process assessment and customization, positioning it as an efficiency-improving service. A key feature is a flexible capacity model: clients do not necessarily have to buy full robot licenses, but can consume robot capacity aligned to their actual needs. Consequently, software robots can run 24/7 under heavier loads or operate only during required periods for lower-volume tasks.
This flexible approach, Yettel says, can reduce both the cost and complexity of adopting automation, which may attract companies that previously considered such projects too large or risky.
Internal pilot: about 30% time-efficiency gain
Yettel first tested the solution internally in its B2B sales back office, introducing the system in contract processing. The pilot produced an approximate 30 percent improvement in time efficiency.
Target customers, value proposition and market perception
The service is primarily aimed at mid-sized firms, especially those with multi-billion forint revenues but limited internal IT capacity. According to Yettel, many Hungarian companies recognize the need to address automation and AI, but do not always know how to translate those technologies into concrete business processes. The firm maintains that full corporate system overhauls are not always necessary: automating individual, labor-intensive repetitive processes can already deliver meaningful results.
Yettel stresses the goal is not to replace jobs, but to free employees from low-value tasks so they can focus on higher-value work.
The company believes its existing business customer base, sales network and customer-relationship experience are advantages, while acknowledging it still needs to change perceptions so decision-makers see Yettel as more than a telecom provider.
Market position, competition and expectations
Yettel noted that the two major domestic telecom competitors have not yet launched a similar service, making this an entry into a new area for the company. The market is described as fairly fragmented without a dominant player, which could allow a first mover to build a strong position.
There is already interest from potential customers; management would consider roughly 20 customer implementations within six months a satisfactory start. Yettel says these projects are not small-scale: the entry threshold is higher than for a classic mobile fleet, but expected business benefits and margins can be more favorable.
Strategic aim: meaningful AI and ICT revenue by 2028
Strategically, Yettel wants AI- and ICT-related activities to contribute meaningfully to revenue by 2028. Future B2B growth is expected to come from expanding complex technology and software-based services. The company frames this as a longer transformation: after mobile services they entered fixed and wired internet, and now plan to broaden their business portfolio with automation solutions.
Executives say the main challenge is not technological but one of brand and perception: they must get corporate decision-makers to regard Yettel as a business technology provider, not only a telecom operator.
Note
The source also referenced the Portfolio AI & Digital Transformation conference (the source included a November 26 date), underscoring the broader industry focus on AI and digitalization.
