Edna, USC (formerly mfms)

Edna (a legal entity of USC LLC) has been operating in the digital communications market since 2005 (until September 2020 under the mfms ° brand).

The main area of ​ ​ activity is the development of solutions for omnichannel communications, the connection of digital channels for communication with the client, for dialogue between business and consumers, automation of work in them, telecom services.

Products

In the portfolio of edna solutions for March 2022: chat center, omnichannel ecosystem for business - edna platform (communication in digital channels and instant messengers, push notifications, tools for automation, efficiency analysis and working with the audience), as well as services for consumer verification and authorization: IMSI, Mobile-ID, Flash Calls.

edna is the official messenger provider Viber for Business, Apple Business Chat, VK-notify.

History

2022: Edna Customer Pool - Over 2,500 Organizations

As of March 2022, the pool of edna customers is more than 2500 organizations from different sectors of the economy, including large Russian banks, insurance and airlines, retailers, medical centers, FMCG.

Since 2019, edna has been actively promoting its solutions to international markets. The company's products and services are used by customers from Latin America, Southeast Asia, the Middle East and the CIS.

Edna services allow you to process more than 4 billion messages monthly.

2021: Entry into the IT market of Kazakhstan

2021

Russian provider edna digital communications on October 27, 2021 announced its release on. IT market of Kazakhstan

In Kazakhstan, the Eurasian Bank and Novo Nordisk are already cooperating with edna. In addition, edna has implemented a number of joint projects with the CST group of companies - a technological expert in the field of speech technologies, facial and voice biometrics, which has been operating in the republic for more than 20 years.

2020 is the year of the consumer boom in online sales. As around the world, the pandemic has become a catalyst for the growth of e-commerce, e-banking and segments in Kazakhstan. At the end of 2020, the volume of the retail e-commerce market in the republic, estimated at about $2 million, increased by 82% compared to 2019. This means that more consumers are choosing digital communication channels to engage with companies and want products and services to be available at the "click of a button." It is important that the client can ask a question or sign up for a bank right on his phone, here and now. He is not ready to call or check the mail while waiting for a response.

"At first glance, there is nothing requiring super-strength on such a market agenda. Clients want digital channels, which means that businesses need to connect them, "says edna Business Development Director Alexander Belyakov. But how are things really going? The call in each channel should come to the operator or chatbot. That is, we need to collect all communication points in a single control center - a chat center. And this cannot be stopped, since operators cannot live in a vacuum, they need access to CRM, the knowledge base... any other systems. edna is just such a solution that allows you to build digital communications into a single seamless process. "

The provider offers solutions for both large and medium-sized companies. In the portfolio of services: connecting WhatsApp for business and other digital channels, chat platform, push notification service, automation service for working in digital channels, reminder service in calendars.

2020

Edna products

As of October 2020 in the edna solutions portfolio:

• Messengers WhatsApp Business API,, Apple Business Chat Viber for Business and - VK notify (edna has the status of an official data partner, messengers has direct contracts with Facebook,,,); Apple Rakuten Viber VKontakte
• Chat center (single operator window, monitoring and reporting, chatbots);
• Software for mass SMS information (Connect gateway);
• SMS traffic provider (direct contracts with mobile operators);
• Push service (notifications with logos and names of outlets);
• IMSI (Subscriber Authentication Service)
• 2FA (User Authentication Service)
• Dunning service in event.me calendars (calendar marketing);
• Communication automation platform (distribution and cascade via web interface and API, trigger chains, intelligent routing, digital channel connection, integration with internal systems - order management, CRM/CDP, Help Desk, recommendation services);
• Integrations with partners: just.ai, Speech Technology Center, Naumen Erudite, Nanosemantics, Aimylogic, Genesys, Avaya, MS Dynamics, Siebel.

Change positioning and rename to edna

On October 26, 2020, mfms ° announced the start of rebranding, name change and positioning. Since September 28, 2020, the company has been operating under the edna brand, combining services and products into a single platform for digital communications.

The history of mfms ° began in 2005 with the launch of solutions for mass mobile customer information via SMS. For 15 years, the company has offered banks, insurance companies, retailers solutions for the development of digital communications with consumers: software and SMS service, push notification service with logos and point of sale names, WhatsApp Business messengers, Apple Business Chat, Viber for business, VK-notify, Threads chat platform and Event.Me calendar reminder service.

Over the past year, mfms ° has advanced in building digital communications for businesses, company officials said. Products and services have transformed into an ecosystem - edna. With edna, you can connect any digital channels; organize distribution and processing of customer requests; automate marketing, sales, service communications into a seamless algorithm.

Flexible edna tools allow you to create, test and run any communication scenario, for example:

• conduct a survey through a "push-button" bot in WhatsApp Business Account;
• make marketing push-mailing and continue communication with the operator in the chat of the mobile application;
• remind about the amount and date of payment of the loan in the native calendar of the smartphone;
• confirm a meeting with a courier via Apple Business Chat.

"The growth and expansion of the product portfolio are drivers to transformation. We grew up, started to do more and scale the business abroad - we just needed a reboot. We strive to give customers more and want to be a modern and reliable partner in digital communications, "commented Konstantin Pakhurov, CEO, edna.

The reason to change the brand was not only the development of the product portfolio, but also access to international markets in 2019. The company's solutions are used by customers from Latin America, Southeast Asia, the Middle East and the CIS. As conceived by the company, the updated name and positioning of edna should help solve an important image problem for new markets.

"We are transforming into an international IT brand. Now edna is a single window to solve all the problems of large and medium-sized businesses in the field of digital communications: one team, one platform, one company, "explained Alexander Belyakov, director of business development edna.

As explained in the company, the name edna was chosen in the company for its simplicity and conciseness. In naming, ease of perception and memorability for customers in different countries are important for international markets, and the convenience of pronunciation is even more important. The name edna is well suited for the communication platform, ecosystem of IT services and products, according to edna. It is written with a lowercase letter, which is consonant with the latest trends in naming.

"Working on the IT brand concept, we took a new look at what we do: business is the organism, digital communications is the circulatory system of business, and edna is the heart, the center that keeps the whole system running. Like the heart, having a complex structure, edna performs a simple function - it helps to convey to each client the message that he needs, because edna enriches the customer base and gives tools and mechanics for building more accurate and up-to-date communication, "said Natalya Grudinina, Marketing Director, edna.

From September 28, 2020, the company operates under the edna brand

The heart metaphor is supported in the slogan "The heart of digital communications," the identity and corporate identity of the company.

"When creating the logo, we made a reference to a recognizable visual image - the anatomical shape of a person's heart. To strengthen the idea embedded in the brand, we used the main characteristic of this image: the heart beats without stopping for a second. The result is a dynamic logo that has become the basis of a single edna visual style, "added Artemy Fominykh, Development Director of LoveMeDo, one of the authors of the edna brand concept.

The rebranding process will be completed within a few months, the company will completely abandon the use of mfms ° and Threads names and corporate identity on external and internal media, in the design of product interfaces. The updated official website of the company is being prepared for launch.

Integrating the mfms platform with Huawei Mobile Services

Mfms logo

On September 10, 2020, it became known that mfms became the first software supplier in Russia and the second in the world to integrate its solution for sending push messages into the Huawei Mobile Services (HMS) ecosystem. Read more here.

Products

mfms ° is a mobile information market player and provider of solutions for omnichannel communications. The company combines the functions of a channel provider and a software manufacturer, consultant and integrator.

Among the company's mfms products for August 2020:

• Threads Contact Center Chat Platform;
• Event.me dunning service

Edna is also the official supplier of messengers for business WhatsApp Business Account, Apple Business Chat, Viber Business Messages in Russia.

Delivery of about 4.5 billion messages per month through mfms services °

As of June 2020, the offices of mfms (USC), which provides SMS information services, are located in Moscow, Novosibirsk and Cyprus, in which 200 + specialists work on the company's products. About 4.5 billion messages per month are delivered through mfms ° services. Companies trust more than 500 organizations from different sectors of the economy.