We have a passion for our customers - they are at the heart of everything we do.

We can make difficult decisions in our customers’ best interests.

We keep an eye on our competitors but it’s our customers who are always front of mind.

We are driven by our customer insight - all our digital innovations are borne out of customer need.

We have an ownership mentality, demonstrating passion and taking responsibility for the business as if it were our own.

We`re agile and dynamic. We push boundaries and explore possibilities, not held back by a fear of failure.

We take smart risks, but only in our customers’ best interests.

We lead by example.

We are open, honest and demonstrate integrity and respect - both internally and externally.

We’re trustworthy, keep our promises, and admit our mistakes.

We are focused on upholding the highest level of ethics at all times.

We set clear expectations and communicate feedback in a transparent and respectful way.

We bring people together, united by our passion for our customers.

We work with - not against - each other and we cherish the time of others.

We seek solutions, not blame or excuses.

Together, we do things smarter and faster.

We are a team.

We never stop. We`re always moving, looking for the next disruptive digital ideas.

We`re adventurous and excited about trying something new.

We`re quick to bring new digital products and services to market, always driven by a clear customer need.

We don`t follow the status quo, we`re passionate about creating our own path.

• At VEON we are motivated by our purpose: "Better Life for All".
• We define it in terms of the freedom to access opportunity, anywhere, anytime, regardless of background or circumstance. 

We enable progress through empowering people to connect, learn, earn and thrive using the tools that we create and the trust that we build. 

Technology is our medium, but service is our mission. Every service we design and deliver moves people closer to their potential. We do not measure or imagine a better life for all in gigabytes or minutes, we measure in moments of progress: a student accessing education beyond the limits of geography, a mother completing a financial transaction safely, a life saved through connectivity, a business growing beyond borders. 

Every customer interaction, every product feature, and every strategic decision must pass a simple test; does it make life better, easier and more accessible for the people we serve? 

At VEON, serving our purpose – the purpose of creating growth that uplifts all – is not charity but a road to opportunity. We put it at the center of our work every day for our customers, for the communities that we serve, for broader humanity, for our shareholders and for our company. We turn our purpose into action through our strategy that is built on a services-company mindset and a simplified, delayered structure. Through delayering, we help our teams sharpen their focus and value creation potential. We delayer for simplicity, clarity, agility, unveiling the true value of businesses inside our structure for all stakeholders. 

We turn layers into better lives for all with purpose, and with our services, strategic choices and organizational structure.

• "Better Life for All" begins with clarity, knowing what matters most to our customers and all stakeholders.
• We cut through noise and master complexity to deliver clear, tangible value for all. 

We see through the fog of information, hype and competing urgencies to focus on what truly matters. We deliver our products and discuss our value proposition and future plans simply and transparently. 

Clarity begins with listening and understanding first, rather than making assumptions. We 'listen' with intent, we do not just hear; we ask the right questions before offering the answer. We follow the heartbeat of our stakeholders, not just through hearing their words but also through understanding their actions. We then deliver results that solve their challenges. 

We seek to understand the "why" behind every demand, and we deliver the "how" with speed and precision. We create "Better Life for All" not by doing everything, but by doing what matters most, exceptionally well. 

Clarity is about aligning vision with execution, ambition with accountability and promises with performance.

• VEON is a company of bold, creative pioneers who turn challenges into opportunities and bring innovation that leapfrogs barriers.
• We believe that progress is not discovered, it is created. 

Pioneering Spirit is not about being first for the sake of it. It is about moving forward when others hesitate and finding new paths when the old ones no longer work. 

We embrace uncertainty with confidence and curiosity. Where others see limitations, we see opportunity. We do not accept "no one has done it before" as an answer or a limitation; and we use our entrepreneurial spirit to seek the next breakthrough. We do not shy away from failing forward, and when we do, we learn and rise stronger. 

Every leap we make starts with one simple conviction: There is always a better way, and we are here to create it. 

Our pioneering spirit is entrepreneurial at its core. We take ownership, we act with urgency and we design solutions that endure. We believe that tomorrow can be built better than today and that we have the will, the skill, and the purpose to make it happen. 

Pioneers don't wait for the future, they build it.

• Excellence is not a goal post; it is a mindset. We set bold standards in product quality, service, value and communication.
• We seek constant improvement, never settling on past achievements or the comfort of routines. 

Mediocrity is what happens when people stop questioning, when success turns into routine, and when comfort replaces ambition. It is not the absence of talent; it is the absence of a "beginner's mindset". 

At VEON, we refuse to settle for "good enough" in our ideas, our execution and our impact. We never allow average to become our culture. Every product we launch, every customer we serve, and every decision we take must move the bar higher than before. Raising the bar of excellence higher is the responsibility of everyone who leads, creates and contributes. 

Mediocrity hides behind phrases like "this is how it has always been done." Our answer is "then let's do it better." 

We reward those who innovate, we empower those who dare, and we treat every challenge as an opportunity to evolve.

• We hire for potential, drive, curiosity, diversity, and growth mindset, not just past credentials.
• We develop talent who take bold bets and drive growth for our stakeholders. 

Potential is more powerful than pedigree. "Hire for Potential and Drive" is our commitment to see possibility where others see a profile. We back ambition where others seek assurance. True talent is not defined by where someone has been, but by how far they can go. 

In the fast-changing world we operate in, yesterday's expertise can quickly become tomorrow's limitation. That's why we value curiosity over comfort, learning agility over legacy experience and the courage to act over the willingness to conform. We look for people who don't just fit a role, but expand it, people who see every challenge as a chance to grow and every setback as a lesson to lead. 

Potential is the raw material of transformation, but without drive it achieves nothing. Drive is what keeps us moving forward, through uncertainty, through complexity, through change. We look for teammates who turn ideas into impact and effort into excellence, who have the inner engine that pushes us to deliver more than what is asked for and to reach further than expected. 

We grow leaders, not followers. We create opportunities for people to stretch, learn, and lead, because our growth as a company depends on the growth of our people. We invest in talent not to fill gaps, but to build futures for individuals, teams and nations. 

In our diverse teams, ideas collide, perspectives challenge and innovation is born. Diversity is our competitive advantage, the reflection of the communities we serve and the foundation of the solutions we create.

• We focus on action over theory, purpose and clarity over bureaucracy and rituals.
• Our processes are designed with clarity and simplicity to enable a fast-paced, lean, ambitious organization that delivers progress, never compromising on integrity. 

We measure progress not by meetings held and ritual boxes ticked, but by the results that those processes help us achieve clarity for our collective way forward with integrity, agility and impact. "Results Above Rituals" is our call to replace motion with momentum and activity with achievement. It is the mindset that turns plans into outcomes and ambition into reality. 

At VEON, we reject rituals that have become routine for routine's sake. In our fast-moving markets, bureaucracy leads to inertia and inertia is the enemy of innovation. We exist to make a tangible difference, to launch new products faster, to serve customers better, to solve problems with smarter solutions. This requires focus, speed and courage. Every minute we spend maintaining the ritual for the sake of ritual is a minute stolen from progress. 

We remove barriers that slow us down, and empower those who move faster, never losing sight of our purpose and never compromising on our integrity and accountability. 

We reward those who deliver, not those who deliberate endlessly. The leaders who thrive at VEON are those who simplify, prioritize, and act.

• We take risks and do not fear making mistakes, because we learn from them and grow with them.
• We speak the truth candidly and respectfully, while leading with empathy. 

Courage is not the absence of fear; it is the decision to move forward despite it. It is the strength to act when the outcome is uncertain, to speak when silence is safer and to lead when the path is unclear. 

At VEON, we lead in places where uncertainty is constant and pressure is real. That is where courage matters most. We choose conviction over comfort. We define leadership by resilience, integrity and the willingness to stand focused on the outcome when the stakes are high to drive change. 

Courage also requires approaching oneself and others with honesty. It means having the humility to admit mistakes, the integrity to face them, and the wisdom to learn from them. Every challenge we face, every risk we take and every lesson we learn brings us closer to excellence. 

Courage also means speaking truth to power with respect and conviction, not with rebellion and arrogance. At VEON, we create a culture where voices are heard, ideas are challenged, and people feel safe to question the status quo. 

The work of our leaders is to serve the team by leading courageously, balancing drive with empathy, ambition with accountability, and risk-taking with transparency. Our leaders make decisions not because they are easy, but because they are right for our teams, our customers and all our stakeholders.

• We aim for bold impact at scale. We seek game-changing innovations that can potentially reach hundreds of millions of people and fundamentally change the ways we do business.
• We measure ourselves by the positive changes we create for our stakeholders. 

"Audacious Impact" is our commitment to think bigger, act bolder and build solutions that change lives at scale. It is our belief that progress must not only be meaningful, but also impactful through its scale. 

We are not content with incremental progress. We build for transformation which turns possibility into reality, connectivity into empowerment, and ambition into advancement. 

Our aim for audacity is not about ego. We do not measure our success by the number of stakeholders that have come across our products – we measure it by the depth of the change we create. We measure how far and how deep our actions reach to impact change, not how loud we speak. 

Audacity also demands accountability. To deliver impact at scale, we must balance vision with execution, ensuring every bold idea is backed by data, discipline and purpose. True impact is a system, one that sustains itself through continuous learning and relentless improvement.

• We reward outcomes, impact, and results that drive shareholder value without compromising on integrity.
• We reward exceptional performance delivered through an unwavering commitment to ethical standards. 

We build and thrive in a culture where doing the right thing and achieving great results are one and the same. Integrity is the compass that ensures our pursuit of growth never strays from our values and that success, when it comes, is earned with fair play. 

True excellence is not measured by short-term gains, but by long-term trust. To "incentivize with integrity" means to celebrate those who create sustainable value. 

We measure success not only by what we achieve, but by how we achieve it. We reward long-term sustainable outcomes, not temporary and glamourous optics. 

When our people know that ethical standards govern our ambition, values drive our decisions and that integrity guides our measurement of success, we unlock a higher form of performance.

• We unite through collaboration, unity, trust, and a shared purpose.
• We channel our collaborative resilience into long-term growth for our people, customers and shareholders, we stay strong and keep moving. 

At VEON, standing strong means standing together. Our strength comes from the determination and resilience of the whole team, aligned in purpose, united in trusting each other and driven by the shared belief that together, we can turn adversity into opportunity. 

Our strength is built on collaboration, across borders, across teams, across perspectives. It is built on the quiet confidence that even when conditions shift, our foundation holds. When we stand together, we do more than endure; we elevate. 

Standing strong does not mean standing still. It means leading with calm in the face of pressure, with consistency in the face of change, and with character in the face of crisis. It is what allows us to deliver stability when others falter, to be a constant in a world that is anything but. 

We lift each other up. We do not build walls we build bridges between our teams, between people, between markets, between possibilities. When we stand strong together, we give others the courage to move forward.

• We rise to every challenge, learn from adversity, and grow stronger. We embrace grit and perseverance as drivers of progress.
• We turn setbacks into lessons that make us stronger. 

At VEON, our "Never Give Up" attitude summarizes our belief that no challenge is final, no obstacle is permanent, and no failure is wasted. 

We operate in markets where volatility is constant and certainty is rare. We rise when others retreat. We rebuild when others pause. Our resilience is not about avoiding hardship but about transforming it into momentum. 

"Never Give Up" is about the courage to begin again, the humility to learn, and the discipline to keep moving. 

We fix what is broken, we improve what has failed, we lead with a belief in possibility when there is nothing but doubt around us. Perseverance is our quiet power, the kind that doesn't shout, but shows up every day. Our grit keeps us going, our optimism fuels innovation and our endurance that turns uncertainty into opportunity. 

We do not measure success by how easily we win, but by how resiliently we rise. Every setback teaches us. Every challenge shapes us. Every recovery strengthens us. 

To never give up is to believe that tomorrow is always worth fighting for. Through determination and learning, we become unstoppable in our quest to create "Better Life for All".