SaskTel Transforms Customer Experience with All-Digital Lüm Mobile Service 

How Canada’s SaskTel launched an innovative membership-based mobile service using Alepo’s Digital BSS and AI-Powered CX solutions, reducing operational costs by 91% while attracting a new generation of digital-savvy customers. 

The Challenge: Meeting Digital-First Expectations

SaskTel, Saskatchewan’s leading communications provider serving over one million customers, recognized a fundamental shift in customer expectations. Today’s consumers—especially younger demographics—expect seamless digital experiences, flexible service models, and environmental responsibility.  

The company set an ambitious goal: launch Canada’s first truly all-digital mobile service that would eliminate physical touchpoints entirely while introducing an innovative membership model where customers buy only the data they need, when they need it—no monthly plans, no expiring data, no waste. 

The Vision: Lüm Mobile

SaskTel envisioned Lüm Mobile as a complete reimagining of wireless service. Operating 100% digitally through website and mobile app, with AI-powered support replacing traditional call centers. Customers could bring their own devices, activate eSIMs instantly, and manage everything from onboarding to billing through intuitive digital channels.  

This wasn’t just about reducing costs—it was about creating a differentiated brand that would attract digitally-native customers while supporting environmental sustainability. 

The Solution: Digital-First Infrastructure

SaskTel partnered with Alepo to deploy a comprehensive digital platform combining Digital BSS for business operations and AI-Powered CX for customer engagement: 

• Complete Digital Operations: Alepo’s Digital BSS handled everything from billing and charging to product catalog management, enabling SaskTel to create and launch new offers in real-time. 

• AI-Driven Customer Support: Instead of call centers, Lüm Mobile customers interact with an intelligent AI assistant available 24/7 through web chat, mobile app, and community forums. The AI handles account inquiries, troubleshooting, and processes transactions. 

• Seamless Self-Service: The platform provides complete customer control through elegant interfaces, enabling everything from biometric signup to ongoing account management and family account sharing. 

• Managed Service Model: Alepo operates the entire technical infrastructure on SaskTel’s private cloud, allowing SaskTel’s team to focus on business growth. 

Innovative Customer Experience 

Lüm Mobile introduced several market-first features: 

• Flexible Membership Model: Purchase membership and buy data packages that never expire 

• Instant eSIM Activation: Immediate service activation without physical SIM cards 

• Comprehensive Digital Support: AI chatbot, YouTube tutorials, and community forums 

• Environmental Focus: “Bloom with Lüm” program reinforces environmental consciousness 

• Modern Features: VoLTE calling, international roaming, and used device marketplace 

The Results 

The deployment delivered measurable business improvements: 

• 91% Reduction in Operating Costs: By eliminating physical stores, call centers, and manual processes, SaskTel achieved unprecedented operational efficiency compared to traditional wireless services. 

• Rapid Customer Growth: Within three months, Lüm Mobile was growing its subscriber base by 10% monthly, successfully attracting the targeted younger, digitally-savvy demographic. 

• Enhanced Brand Differentiation: The innovative service model generated significant social media buzz, boosting SaskTel’s brand visibility while positioning the company as a digital innovation leader. 

• Superior Customer Experience: The 100% self-service model, supported by AI assistance, delivered faster issue resolution and greater customer satisfaction than traditional support channels. 

The Impact

Doug Burnett, SaskTel’s President and CEO, captured the success: “We’ve had a great response to the Lüm Mobile service and the sign-ups continue to roll in. We’ve reimagined the subscriber experience with its 100% digital self-serve model. Alepo’s zero-touch platform has helped us innovate our offerings while also maximizing our monetization capabilities. At the same time, we’ve been able to fulfil our goal of giving back to the community in Saskatchewan, helping the environment with our Bloom with Lüm program.”  

Lüm Mobile demonstrates how communication service providers can leverage digital transformation to create entirely new customer experiences that resonate with modern consumers. By combining intelligent automation with customer-centric design, SaskTel has established a new benchmark for digital-first telecommunications services.