Bitė Group is establishing a new digitalization division – it will be led by Gytis Breikštas

Bitė Group has established a new digitalization division. Gytis Breikštas – Chief Digital Officer – has been appointed head of the division with a broad mandate for change. The Digitalization Department will unite all of the group's efforts to create a better digital experience for customers and employees, and will become the central division responsible for all digitalization initiatives and their results across the business group.

"We aim for up to 50 percent of all operations (contract renewals, plan changes, purchases of equipment and new services, account management, etc.) to be carried out by customers themselves through Bitė's digital channels within the next 2–3 years. Today, only about one in ten such operations are," says Pranas Kuisys, CEO of Bitė Group, the leading telecommunications and media group in the Baltics.

"Digital channels should not so much replace existing channels as expand our business capabilities. Digitalization must also significantly ease our administrative processes, that is, the routine work of office employees. Such a change in such a short time is an organizational challenge, since we devote the largest share of our time, effort and investment to day-to-day operations," P. Kuisys added.

"The new division will consist of 5 teams responsible for customer acquisition, the purchasing experience in the e-shop, development of the self-service app, implementation of AI solutions, and handling day-to-day marketing and commerce requests. This distribution will allow proper attention to be focused on digitalization initiatives," says Gytis Breikštas, the newly appointed Chief Digital Officer at Bitė Group.

G. Breikštas has worked at Bitė for more than five years in total, with a break. In the past, G. Breikštas headed Bitė's e-commerce division. Earlier, he also headed one of the companies in the Kilo Health group, and was also one of the founders of Bigbox.

The telecommunications and media group Bitė Group operates telecommunications and digital services businesses in Lithuania and Latvia – Bitė Lietuva and Bitė Latvija. Bitė Group also owns All Media Group, which includes the TV3 media group, the pay-TV service Go3 in Lithuania, Latvia and Estonia, as well as the radio station Power Hit Radio and other media companies in the Baltic states.

Bitė Group and All Media Group are owned by the global private equity firm Providence Equity Partners, which primarily invests in the media, communications, education and technology sectors.