Beeline Kazakhstan, a VEON brand, has introduced a digital payment card in the country further bolstering its financial services portfolio.

The Beeline Kazakhstan digital payment card, branded under the Simply brand, is integrated with the mobile financial services offering.

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The offering can be connected with the customer’s phone number, an electronic wallet and a premium digital Visa Platinum card to facilitate transactions.

The customers can also add the card to digital wallets such as Apple Pay, Samsung Pay and Garmin Pay.

VEON Group CEO Kaan Terzioglu said: “Mobile financial services are a key strategy for the future growth of VEON and one that is highly suited to the markets we serve where financial inclusion remains low.

“We have successfully grown financial services and e-commerce businesses off the back of mobile operations in Pakistan, and we are now announcing a similar initiative by Beeline in Kazakhstan.”

Beeline Kazakhstan CEO Evgeny Nastradin said: “We continue to invest in our 4G high-speed data networks, which currently covers 77% of the population. Promoting digital adoption in the country is a key focus and one in two Beeline customers are using our 4G services and the numbers are growing.

“Today, Beeline Kazakhstan is entering a new field, marking a new era of mobile financial services in Kazakhstan where currently 40% of the country’s population is unbanked. We are presenting a next generation product, which we believe is unique in the market and designed to boost financial inclusion.”

Headquartered in Amsterdam, Netherlands, VEON offers connectivity and digital services serving nine countries.

The company has ramped up efforts to scale up digital financial services business across all operating countries.

In February, the Dutch firm partnered with Mastercard to bolster its footprint.