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Historical Background of Robi Axiata Limited: Robi is the most dynamic and
rapidly-growing telecommunications operator in Bangladesh, which is developing its services
to meet increasing customer needs - ranging from voice and high speed Internet services to
tailor-made telecommunications solutions. Robi is a joint venture company between Axiata
Group Berhad of Malaysia and NTT DoCoMo Inc. of Japan. It commenced operation in 1997
as Telekom Malaysia International (Bangladesh) with the brand name ‘Aktel’. In 2010 the
company was rebranded to ‘Robi’ and the company changed its name to Robi Axiata Limited.
Robi draws from the international expertise of Axiata and NTT DoCoMo Inc. Services support
2G and 3.5G voice, CAMEL Phase II & III and 3.5G Data/GPRS/EDGE service with high
speed internet connectivity. Its GSM service is based on a robust network architecture and
cutting edge technology. The company has the widest International Roaming coverage in
Bangladesh connecting 600 operators across more than 200 countries. Robi’s customer centric
solution includes value added services (VAS), quality customer care, digital network security
and flexible tariffs.
Since its inception in 1996, Axiata Group and its predecessor Telekom Malaysia has invested
around BDT 11,000 crore in the form of equity till 2012. Moreover the company has
contributed almost BDT 10,000 crore to the Bangladesh Exchequer in the same period. As a
subsidiary of Axiata Berhad Malaysia , Robi draws on leading edge technology to provide its
service in Bangladesh, covering almost 100% of the population, Robi is committed to provide
best data and voice quality and will continue to ensure that its customers are able to enjoy the
best experience through leading edge technology and innovative products and services.
Product profile of Robi Axiata Limited: Robi mainly offers two types of product
based on the subscription category for general subscribers- Pre-paid and Post-paid. Moreover
it also offers some extra services.
The products and services of Robi are as follows:

Pre-paid Packages: Robi Pre-paid is continuously offering new features and plans to provide
absolute freedom to the customer. Robi offers a single Pre-paid ackage with different tariff
plans to meet different types of needs instant, easy and multiple migration facility form one
tariff to another. Tariff plans for the pre-paid customers are as follows-

 Robi Club Tariff  Tarunno 26

 Robi Prothom  Anonna 27
 Muhurto Tariff  Muhurto 31
 Shoccho Tariff  Hoot Hut Chomok 32
 Shasroyee Tariff  Robi Club 34
 Shorol Tariff  Goti 36
 Damal Samal 22  Nobanno 37
 Shorol 39  Shasroyee 38

N,B: For the entrepreneurs Robi offer a different package called Uddokta & EasyLoad Tariff.
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Post-paid Packages: Robi offers few lucrative Post-paid Packages named Simple plans,
Normal plans, and Robi corporate. These Tariff and facilities can be easily found from the
webpage: www.robi.com.bd.

Other Services: Other services than Pre-Paid and Post-Paid packages are as follows:
Supplementary Services: Advanced Services:
 Call Waitingand Call Holding  Toma Taxi Service
 Call Forwarding  Balance Recharge through ATM
 Call Conferencing Cards
 National Roaming-Both way  Balance Transfer
 Dedicated Customer Services  Call Block
 Music  Phone Backup
 Entertainment  BIMA Life Insurance
 Downloads  Missed Call Alert
 Internet & Data Services  e-traffic
 Messaging  FNF and Partner Numbers
 Community & Chat  Train Tracker
 Mobile Assistance  Information & Services
 Lifestyle  Education & Career
 Finance  Islamic Info
 Balance Transfer Request etc.  M-Ticket etc.

Market condition of Robi Axiata Ltd. among the mobile operators in

Bangladesh:
Mobile Phone Subscribers in Bangladesh January 2015
(Milllions)
1.276 3.89
Grameen Phone Ltd. (GP)
7.716
Banglalink Digital Communications
Limited

51.549 Robi Axiata Limited (Robi)

26.283

Airtel Bangladesh Limited (Airtel)

Pacific Bangladesh Telecom Limited

(Citycell)
31.145 Teletalk Bangladesh Ltd. (Teletalk)

Figure : Market Share of Operators in Bangladesh

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There are many ups and downs in the mobile phone industry in Bangladesh. At present there
are six mobile operators in our country. According to the number of subscribers and
profitability Grameenphone Ltd is in the top position among six operators. Except teletalk
though their local names are Grameenphone, Banglalink, Robi, Airtel, Citycell but their main
companies are the world’s famous and big organization.
At present there are six mobile operators in our country. According to the number of subscribers
and profitability Grameen phone Ltd is in the top position among six operators. Except teletalk
though their local names are Grameenphone, Banglalink, Robi, Warid, Citycell but their main
companies are the world’s famous and big organization. They have invested a lot and also they
have more plans for investment. There is no doubt that their key objective is to earn profit.
Government should create an environment and principles for profit. Besides these government
should preserve consumer’s right.

Strategic Profile of Robi Axiata Limited: The strategic profile of Robi Axiata
Limited is as follows:
Vision statement:
 Corporate Level (Axiata)
----To be leading mobile operator in Asia
 Vision (Business Level – Robi)
----To be a leader as a telecommunication service provider in Bangladesh

Mission statement:
 Corporate Level (Axiata)
 To expand our presence in the region by addressing the unfulfilled
communication needs of our local populations with affordable and innovative
product and service.
 To develop an operational excellence model to maximize growth and margin
in a competitive environment.
 To be the leading mobile operator in South East Asia by 2015.
 Business Level (Robi)
 Robi aims to achieve its vision through being number ‘one’ not only in terms of
market share, but also by being an employer of choice with up-to-date
knowledge and products geared to address the ever changing needs of our
budding nation.
Business level strategies pursued by Robi Axiata Limited: Business Level
Strategies of Robi Axiata Limited are as follows:

Cost Leadership Business Level Strategy: Companies attain competitive advantages and
increase their market share by offering products and services using this business strategy.
Generally by using this strategy companies offers product and services having the same utility,
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utility features as competitor’s products and services. Company substitute products and
services; but the price lower than their competitors. Because of its core competence in
engineering, design, manufacturing, distribution etc. When there is price elasticity of demand
i.e. positive co-relation between price reduction and demand.
Cost leadership is achieved by Robi Axiata Ltd. by the following ways:

 Aggressive Pricing Policy: Robi’s package is the lowest packages in the current
market. Robi’s aggressive low pricing strategy has brought them a considerable part of
market share recently.
 Vigorous Price Competition: In the current market, price competition is very high.
Customer has the preference for the operator which has lowest tariff. In that case, it is
best for Robi to capture the market share with favorable mobile tariff.
 Buyers’ Usage Pattern: Most of the buyers use telecommunication service for the
same purposes: voice call and internet use. There has not been any major deviation of
buyer behavior in this regard.
 Low Switching Cost: Buyers can switch from one operator to other operator in a very
low cost in Bangladesh. One SIM now costs 100-150 taka whereas operators have to
pay large amount of SIM tax for that. Moreover, there is lot of benefit for the customer
if they buy new SIM.
 Others:
 Early offering of new products or services at their own prices without having
competition.
 Accurate demand forecasting.
 High capacity utilization.
 High level of standardization of products and uniform service packages.

Differentiation Business Level Strategy: Differentiation essentially means making a

business or brand stand out by offering unique features, benefits, services or other
elements of solution.
Robi was the first telecommunication company to introduce GPRS, entertainment
packages like Fun Dose etc. Their step to setup “CLUB MAGNET” for their loyal
customers with special offers from them & affiliated companies are also an indication
of the differentiation focus. Robi Makes Differentiation at the following Points:
 By enhancing the quality of the products and services i.e. offering stronger, bigger,
better, vastly, improved packages of products and services.
 By enhancing versatility, safety, utility and convenience for customers to match their
tastes and preferences. As example: 3.5G is one of the Differentiation Strategy.
 By style improvement and by increasing aesthetic appeal, by symbols, by media, by
atmosphere, by new features etc.
 By offering complete range of products /services etc.
 By coverage, expertise and performance of channels.

Axiata Limited has been diversifying their business with a vision of becoming the leading telecom
service provider in South East Asia by 2015. They have diversified their business into Bangladesh
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through a joint venture between Axiata Group Berhad and NTT DOCOMO INC. This is a
diversification into related business and given their resources and capabilities, it is an appropriate
strategic fit in R&D and technology activity. The diversification in related business also resulted in
economies of scope, which is cost reduction in certain value chain activity.

Performance Trends of Robi Axiata Limited: Robi touches yet several milestones
in its journey from excellence to greatness. Day by day it is going on the supremacy of the
leadership in the telecommunication sector in Bangladesh. The trends of the journey of Robi
Axiata Limited are as follows:

A large number of Subscriber: After crossing the Milestone of having 2 crore

subscribers, now a days Robi has about 2 crore and 60 lacs active subscribers.

Achieving ISO 9001:2008: Robi Axiata Ltd. Reassessed and rewarded with ISO
9001:2008 certifications. And it brings a very high credit for a mobile phone operator
company in Bangladesh.

Rapid Network Growth: In recent times, the pace of network expansion of Robi is very
gold. Before 2010, AKTEL (former Robi) was considered as Chittagong based mobile
operator. But in three years, Robi has expanded in all the districts of Bangladesh and
established nationwide network which is one of the core competencies of Robi.

Branding and Market Position: Robi is positioned in Bangladesh with the slogan “Ignite the
power within”. Robi is for those people who has inner talents and wants to excel in life. The
marketing strategies of Robi is always linked with our culture which is absent in most of the
operators in the country.
Innovations: Innovation is one of the main features of Robi. It is the first operator that brings
GPRS and bangla SMS in Bangladesh. First insurance policy for prepaid customer is another
brainchild of Robi. These innovative approaches contribute to the success of Robi in a large
extent.
Effective Advertising Policy: Robi’s advertising policy is somewhat different than other
competitors. Through the advertisements, Robi revived the legacy of “Jamdani”. In recent
times, “Deshpremik” advertisement also receives positives response from the customers.
Aggressive Pricing Policy: Robi’s package is the lowest packages in the current market.
Robi’s aggressive low pricing strategy has brought them a considerable part of market share
recently.
Boosting Network Coverage in Coastal Areas: Robi is the first operator to provide network
coverage from Taknaf to Tetulia. It is the first operator to establish network in Saint Martin’s
Island, the southernmost part of Bangladesh. Robi is the only network in the country that uses
booster technique to ensure long coverage in the coastal areas and in the sea.
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SWOT Analysis of Robi Axiata Limited:

 Strengths:
 Strong Capital base.
 Experienced management team.
 Diversified funding sources.
 Outstanding market share
 Loyal customer base.
 Diversified business exposure
 Strong brand image to customers through advertising, posturing, sponsorship etc.
 Offerings of diversified products.
 Robi is using diversified network equipments throughout the network which reduces
dependency on only one vendor (unlike GP).
 Good relationship with retailer.

 Weaknesses:
 Not enough credentials for prevention of external issues.
 Developing advertising strategy with less output.
 Competitors are bigger threats.
 Lack of service production unit.
 Lack of customer support operations.
 Average revenue on customer life cycle is equal to the SIM tax. So, it is very difficult to
take out profit from operation.
 Robi does not have coverage in all rural areas which creates dissatisfaction among the
subscribers.
 Lack of effective brand positioning measures.

 Opportunities:
 New technology like 3G.
 Coherence of brand image with culture of Bangladesh.
 Main competitor has a congested network due to unplanned customer growth.
 Growing middle class population.
 Products with very long life cycle.
 Economic Growth of Bangladesh:
 New and Better Interconnect Agreement:
 Increasing Demand for Telecom Services.
 Increased Cross Boarder Communication.
 Declining Prices for Handsets.
 New International Gateway.
 Flexibility of Mobile Phone.

 Threats:
 More Rigid Government
 Upgraded Technology Used by Competitors
 Political Instability
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 Devaluation of Taka
 Risky Position of Valuable Resources
 No Cooperation from Government

Posssible Measures to Improve Performance: The following are the provided

recommendations to improve the performance of Robi:

 Customers have been switching to other operators as a result of their poor network
infrastructure. So, Robi should have quick expansion in network development all over
Bangladesh if it wants to keep its customers to stay with it.

 Time duration of easy load and scratch card should lengthen. Easy load facility should
be made easily available.

 Charge should be reduced than the existing charge to take a new SIM if it is either
damaged or lost.

 The privilege services of the customer retention scheme of Robi should be launched as
soon as possible as ‘djuice’ of Grameenphone has already started to saturate a certain
segment of the market through its ‘X-tra Khatir Card’.

 The Value Added Services (VAS) department should be coming up with more ideas to
entertain its customers. This department has its potential but should be using it to the
full range to provide more useful services to customers’ needs.

 Customer Care has turned out to be one of the most focused points in the telecom
industry. Survey results show subscribers expect a lot of it and would appreciate special
care facilities.
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References:
1. https://www.robi.com.bd, accessed on 29th October, 2015.
2. http://www.btrc.gov.bd/content/mobile-phone-subscribers-bangladesh-january-
2015, accessed on 29th October, 2015.
3. http://www.amtob.org.bd/index.php/home/industry_statistics, accessed on 30th
October, 2015.
4. A comparative sstudy of performance of Robi and GP by SM Akteruzzaman and
MD Rouf Biswas. (ASA University Review, Vol. 5 No. 2, July–December, 2011)
5. http://www.albany.edu/faculty/es8949/bmgt481/lecture4.html, accessed on 30th
October, 2015.