Vimpelcom’s new Chief Digital Officer is determined to overhaul the embattled operator and says customers will perceive it as a technology company in the next few years.

Christopher Schlaeffer, who also serves as Chief Commercial Officer, joined Vimpelcom earlier this year and says it is investing in a “profound transformation”.

He describes the operator, which paid $795 million last month for historic violations of the US Foreign Corrupt Practices Act and laws in the Netherlands, as “a hidden beauty”.

Schlaeffer says: “We want to rewrite the book...in three years time we want to come across to the customer as a technology company not as a telecoms operator.”

The former Deutsche Telekom exec, who left to work with a number of start-ups, says he wants to create “Uber moments” as he attempts to make Vimpelcom’s core processes more digital.

Schlaeffer, who outlines what his CDO role entails, says another key part of job will be to introduce new products and services, such as mobile financial services.

“We’re on a journey to become a next generation digital operator where we leave no stone unturned and transform a traditional telecoms business into a new model where customers can engage with us in a new digital experience,” he says.

You can watch the full interview below.

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