BuyIn is a privately owned company headquartered in Belgium, with Deutsche Telekom and Orange Group as parent companies. Founded in 2011, it employs approximately 300 individuals and reported $67.2M in revenue as of 2024. The company specializes in broadcast professional services, functioning as a procurement agency supporting telcos by negotiating framework contracts covering products across smartphones, consumer devices, fiber optic cables, network and video infrastructure, and IT services.
On February 25, 2026, telecom procurement specialist BuyIn, established by Orange and Deutsche Telekom in 2011, appointed Michael Rubas as its new CEO. The appointment follows an announcement on February 24 that Rubas will succeed Béatrice Felder, who is taking early retirement after more than six years with the company. BuyIn's shareholders and teams thanked Felder for her leadership and key contributions to the company's growth and transformation. Rubas, who joined BuyIn's executive team as CFO in 2020 from Deutsche Telekom, will be responsible for further enhancing the company's procurement value through increased scale, optimized pricing, and ongoing digital transformation. The strategic procurement alliance had previously announced Rubas's appointment on February 23, stating his role as Chief Executive Officer would become effective June 1, 2026.
BuyIn offers products in the telecoms tech and media tech industries. BuyIn's product portfolio comprises of telecoms network infrastructure and broadcast professional services.
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BuyIn's revenues were less than $100M in 2024. Caretta Research has split BuyIn's revenue into 2 different product categories, the largest of which is broadcast systems integration products and services. For full access to BuyIn's revenue breakdown subscribe to Caretta Portal.
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