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Chapter One
Introduction
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WHAT IS TELECOMMUNICATION
Telecommunication links via satellites are bringing about revolutionary changes in
the fields of communication. The barriers of spaces and time have totally
collapsed. Not very long ago it took days to the communicate to someone through
a letter but the new STD and ISD facilities have made communication an
instantaneous process. The world appears to have contracted or been squeezed into
a small room in which, given certain facilities, it is possible to communicate with
anyone in any part in the world.
GSM: GSM stands for "Global System for Mobile Communications." GSM is
mostly a European system and is largely unused in the US. GSM is interesting in
that it uses a modified and far more efficient version of TDMA. GSM keeps the
idea of timeslots and frequency channels, but corrects several major shortcomings.
Since the GSM timeslots are smaller than TDMA, they hold less data but allow for
data rates starting at 300 bits per second. Thus, a call can use as many timeslots as
necessary up to a limit of 13 kilobits per second. When a call is inactive (silence)
or may be compressed more, fewer timeslots are used. To facilitate filling in gaps
left by unused timeslots, calls do "frequency hopping" in GSM. This means that
calls will jump between channels and timeslots to maximize the system’s usage. A
control channel is used to communicate the frequency hopping and other
information between the cell tower and the phone. To compare with the other
systems, it should be noted that GSM requires 1 Watt of output power from the
phone.
CDMA: CDMA stands for "Code Division Multiple Access" and is both the most
interesting and the hardest to implement multiplexing method. CDMA has been
likened to a party: When everyone talks at once, no one can be understood,
however, if everyone speaks a different language, then they can be understood.
CDMA systems have no channels, but instead encode each call as a coded
sequence across the entire frequency spectrum. Each conversation is modulated, in
the digital domain, with a unique code (called a pseudo-noise code) that makes it
distinguishable from the other calls in the frequency spectrum. Using a correlation
calculation and the code the call was encoded with, the digital audio signal can be
extracted from the other signals being broadcast by other phones on the network.
From the perspective of one call, upon extracting the signal, everything else
appears to be low-level noise.
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Advantages of GSM
GSM is already used worldwide with over 450 million subscribers.
International roaming permits subscribers to use one phone throughout
Western Europe. .
GSM is mature, having started in the mid-80s. This maturity means a
more stable network with robust features. CDMA is still building its
network.
GSM's maturity means engineers cut their teeth on the technology,
creating an unconscious preference.
The availability of Subscriber Identity Modules, which are smart cards
that provide secure data encryption give GSM m-commerce advantages.
Disadvantages of GSM
Lack of access to burgeoning American market.
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TELECOMMUNICATION CYCLE
The transmission of the sender’s ideas to the receiver and the receiver’s feedback
or reaction to the sender constitute the telecommunication cycle. The main steps o
this cycle is as follows;
1. Input: the information or ideas the sender wants to gives the receiver.
2. Channel: fax, phone call, electronic mail, etc.
3. Massage: the actual massage that in sent.
4. Output: the information the receiver gets.
5. Feedback: the receiver’s response (or non-response) to the massage.
6. Brain drain: the possibility of misunderstanding at any step.
We can illustrate this cycle with the help of the following illustration:
SENDER RECEIVER
Input channel massage output
Feedback
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There are several barriers to the understanding of a massage and as the figure
suggest,
Misunderstanding can occur at any stage:
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Chapter Two
A small history on
Mobile operators in Bangladesh
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In February of this year, TMIB managing director, Md. Nasir Baharom, said AKTel
will launce the first ever GSM-based “phone booth service” soon across the
country. This booth will have chip line powered pay phone connected to AKTel
network, ’ Chip cards’ for use in this phone will be available in the market. Anyone
can use these cards to call any number around the world.
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TMIB, which has invested $200 million in Bangladesh so far, will invest a further
$300 million by 2006. It has a plan to double its subscribers base to 3.0 million by
the end of this year, from just over 1.5 million now. Just this month, TMIB signed
$200 million equipment deal with Huawei of China to upgrade its network to the
GPRS system. Which will support higher data transfer rates intended for
applications other then voice. With the new protocol in place AKTel will be in a
position to offer a range of additional service like MMS (multi-media messaging)
and faster mobile internet service.
GrameenPhone
Jamirun Haq is a 41 years old living in the typical agricultural heartland of
Jolarpar, and hour’s drive from Dhaka. The lack of the modern amenities in her
home is made up a mobile phone, the only telephone within 4 village area
inhabited by 3,500 people. Haq charge about Tk 13/ minute for local call, more for
long-distance and international connections, making a profit of about Tk 6,500 a
month, more than many urban offices works’ pay. She is saving for her to younger
daughters, who aspire to become lawyers. These things all possible only because of
her participation Village phone service.
The program assists woman borrowers of Grameen Bank to the GSM technology
through the village phones. Commencing in 1997, the VP program has sustained a
robust growth over the years. There are now more than 110,000 Village phone is
operation in some 40,000 villages around the country.
It was Iqbal Quadir, a Wharton MBA, who in 1994 conceptualized the mobile-
phone company called Grameen Phone with the help of micro-credit pioneer Dr
Yunus of Grameen Bank. Quadir renounced his banking career in New Work,
moved back to Bangladesh and for 3 years worked out of your house and car,
without pay. He traveled the world trying to persuade potential investors that rural
Bangladesh was a gold mine for cellular technology. Finally, Quadir convinced
Norway’s state back telecom company, Telenor, to take a 51% stake in GP. Later,
with Japan’s Marubeni Corporation on board and $65 million in loans from aid
agencies and development banks, GP stared operations on Independence Day 1997.
Of the five mobile operators, GP has the largest subscriber’s base. It took six years
to reach the one million subscriber mark in august 2003, about one more year to
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reach the second million mark in the more years to reach the second million mark
September 2004 at just about six months to attain the present three million
subscribers mark. GP has the widest coverage in Bangladesh, 61 districts and 352
upazilas, with plans to increase network coverage to 80 percent of the population
within in this year. After four years losses, GP began making a profit in 2001.
Today is the Bangladesh’s largest corporate taxpayer.
Recently Telenor and Grameen Telecom both increased their stakes in GP, to 62
percent and 38 percent, respectively. Telenor is the largest mobile phone company
in Norway, a country with highest mobile phone densities in the world. In addition
to Norway and Bangladesh, Telenor owns GSM companies in Denmark, Austria,
Hungary, Russia, Ukraine, Montenegro, Thailand, Malaysia and Pakistan.
In December 1993, Pacific Motors Limited, owned by Mr. Morshed Khan. The
current Foreign Minister acquired the entire 50% share holding of Hutchison
Telecom. HBTL was renamed as Pacific Bangladesh Telecom Limited and its
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cellular products were launched under the brand name "CityCell Digital". 1-our
year’s later, commercial operation started in Chittagong. In 1999 CityCell was the
first, and only, operator in Bangladesh to introduce the newer CDMA technology.
The others relied on the more widespread GSM technology.
CityCell was spared the interconnectivity problems that plagued Grameen Phone,
as it had sufficient connection switches with BTTB. This was a definite
competitive edge that CityCell could not exploit to the fullest. In spite of having a
four year head-start, CityCell watched Grameen Phone pass it by. Very soon, the
second newcomer, Aktel, overtook it. One wonders whether CityCell can hang on
to its third position, in the face the aggressive launch by newcomer Banglalink.
In face of steep competition from its peers, CityCell eventually adopted a new
growth strategy, incorporating advanced customer service and choice of budget-
friendly packages with affordable peak and off-peak rates. The price of its
packages fell by a minimum of 95%, a further indication of how expensive they
were in the first place. The company focused on improved customer care, and
started a 24 hours call centre with over 86 well-trained operators to respond to
customer queries.
CityCell is the first operator in Bangladeshi to introduce IDD and NWD for
prepaid subscribers. Its network coverage includes 51 districts. Recently, it
launched RIM-based handsets, giving its subscribers the freedom to switch sets. It
also introduced a 'call to cash' feature, under which subscribers get Tk 0.25 added
to their account for every minute when they receive calls from other CityCell
users. More than a decade after its launch, CityCell has finally reached the masses
with an active mobile subscriber base of over 330,000.
CityCell recently gave notice that it would be formidable contender for the market
leadership within 2006. The company was behind the race over the years due to
lack of investment, a problem which is now being addressed.
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However, the relationship between integrated services Ltd (ISL), the Bangladesh
partner, and Technology Resources Industries (TRI) of Malaysia, turned bitter
almost from the begging. This distraction proved costly for Sheba, hemming in
investment and growth plans. While Grameen phone for AKTel took their client
base to over a million each, Sheba, with 195 staff, struggled to reign in 95,000
users, of whom 49,000 were regular.
A relatively new company, set up in 1998, Orascom in the largest and most diverse
GSM network operator in the middle, East, Africa and Asia, holding nine license in
the region and having 15 million subscribers world-wide. It is the dominant
cellular operator in Pakistan, Algeria, and Iraq, and Egypt. The Sawiris family of
Egypt owns the majority stake in the company (56.9%). It is the largest capitalized
company in the Cairo & Alexandria Stock Exchanges. Its initial public offering
IPO raised US$320 million during the year 2000, and was the largest offering on
the Egyptian stock market at the time its GDR is listed on the London stock
Exchange.
After taking over the helm, Orascom wasted no time in re-branding its service
under the name “Banglalink”. It announced plans of investing $250 million
towards accelerated network deployment and launched new pre-paid packages in
nine cities. It has embarked on one of the most ambitious expiation strategies
Bangladesh has ever seen, involving well over a 1000 people with experts from 15
different countries.
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Banglalink dealers. Customers can visit anyone of over 1,000 outlets for
recharging their pre-paid card.
One of the agendas of Bangla Link is to help make a difference in people’s lives by
providing affordable and reliable connectivity solutions. Towards this end,
Banglalink offered new subscribers a stunning deal of only Tk 3,800 for a mobile-
mobile package. This has forced other operators to sit up and take notice. As a
result, the competition level in the operators, including the omnipotent Grameen
Phone, all followed up with lower rats and attractive packages. Orascom’s
aggressive entry into the sector could very well lead to protracted price war.
Chapter Three
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TM International (Bangladesh)
Ltd (AKTEL), an Overview
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CORPORATE SUMMARY
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The over all company growth and satisfactory performance has been achieved
under the dynamic leadership of Mr.Nasir Bin Baharom, Managing Director of
'Telecom Malaysia International (Bangladesh) Limited'.
The success story started with the commercial launch of AKTEL services in
Bangladesh in November 15, 1997. TMIB provides standard mobile connections
with NWD and IDD facilities. They also provide mobile-to-mobile services. It has
fully covered the Capital city Dhaka, and started functioning in the Port city
Chittagong from 26th March 1998. Now AKTEL is covering 61 districts of
Bangladesh.
It was not only a service launching ceremony but also worked as renewal of
friendship between two brotherly countries - Malaysia & Bangladesh. The
ceremony gathered ministers and dignitaries of both the countries where they had
an opportunity of exchanging views of bilateral trade and cultural interests.
At present The Company employing Five Hundred Fifty (500) Staffs in total to
serve more than 600000 subscribers.
TM is a full-fledged business enterprise with a corporate head office; Finance
Department, Human resource Department, Technical Department and Marketing
Department, Corporate Affairs, all are functioning under efficient and highly
qualified Persons.
CAPITAL STRUCTURE
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AKTEL’S BELIEFS
AKTEL strongly believes that subscribers are the most valuable assets.
The company has a strong Customer Service. To always be with
customer, AKTEL "Help Line' is there.
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The most important key resource factor at TMIB is its efficient human
resource. Moreover, its decisions are based on facts from market
research and coverage survey. Furthermore, the entire thing can only be
achieved through the right people. AKTEL has put its sharp eye in
developing its employees through proper training, as it believes that the
most important asset for TMIB is its staff members. The company is
trying its best to ensure the quality services by quality people.
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Standard
AKTEL Standard Connection allows both-way BTTB Outgoing and Incoming
facilities along with the mobile connection facility.
This is a zonal subscription with National Roaming Facility. Local, NWD and IDD
call facilities are available under this subscription.
Mobile Plus
AKTEL Mobile-Plus Connection allows BTTB Incoming facility along with the
regular nationwide mobile-to-Mobile connection facility. This product has been
first introduced by AKTEL in Bangladesh and has enjoyed great popularity since
inception.
Mobile link
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This is the most basic product of AKTEL featuring both Outgoing and Incoming
Mobile –to- Mobile Connection facility and a host of Value Added Services.
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Ashol Phone is latest version of mobile telephony in Bangladesh. Ashol phone has
National Roaming facility and a flat airtime charge of Tk. 6.90 per
minute to mobile outgoing and Tk.6.9+BTTB charges for Local,
NWD and ISD outgoing call. There is no incoming charge from
M2M but a charge of Tk. 1.50 per 30 sec. for incoming from BTTB.
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AKTEL F’n’F
2.00 2.00 2.00
Outgoing
To other 4.90 4.90 2.50
operator
To BTTB
4.90+BTTB 4.90+BTTB 2.50+BTTB
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SUPPORTING SERVICES
Caller ID: Display of the phone number of an incoming call in your handset
before the call is answered.
Call Waiting: While talking to the first caller, you will hear a special tone
informing you about the second call on the line. At that moment you can put the
first caller on hold and talk to the second caller.
Call Divert: Call Divert lets you redirect or re-route your call to another AKTEL
mobile or any other fixed (if you have BTTB connectivity) or mobile phone.
Call Barring: Enables you to restrict certain types of calls to be made from your
mobile. This feature is especially important for security purposes.
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Additional Services
Calling Line Identification Presentation (CLIP)
Call Forwarding/Diverting
Call Waiting/Holding
Itemized Bill
Location Based Tele Ramadan
Pre-Paid Billing Information through SMS
SMS based Content Service (News, Weather, Ring tones,
Logos, Pictures etc)
AKTEL Mobile – Stock
Mobile-Banking Facility
Voice Mail Service (VMS)
Short Message Service (SMS)
Nationwide Roaming (Throughout Country Flat Rate)
24 Hours Customer Care
IVR (Interactive Voice Recorder) Service (Toll free Call
Center).
Toll Free Help line 123 (from AKTEL Number) or 0189-400400 (from
any number)
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Service Charges
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Marketing
Division
Customer
Care
Front
Service
Activation
Procurement &
Dealer Mgt
NPD Unit
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5. Help Line
3. Address change.
5. Recording the request for Itemized Bill for regular or particular month.
7. Providing the customer about the various facilities and package service.
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14. Receiving application form of security deposit increase & confirming the
service.
A) Accounts Complaints:
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3. Disputed bill
4. Delay posting
5. Payment made before locking.
C) It Complaints:
D) Technical Complaints:
1. Coverage problem
2. Call drop
3. Call congestion
4. IDD incoming problem
5. IDD outgoing problem.
E) Prepaid Complaints:
1. Recharge problem
2. Stuck problem
3. Sim problem
4. Complain against dealer
5. Any other problem.
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New connection
Lost of functioning
Tariff rate
Change of address
Change of ownership
Payment procedure
Voicemail mail/ Short massage service
Roaming service
Itemized bill
Payment made still lock
Billing amount
Locking information
Any other information
There are sheets to record the call received from the customer. Every staff is
supposed to fill targeted sixteen sheets each day of the customer. Each of the sheets
contains twenty-five call records. At present this service is open for the customers
from 8 am. to 8 pm. There are two shifts prevailing there consists of 8 am to 5 pm
and 11 am to 8 pm.
This unit specially engaged to look after any shorts of fraud ness against the
company.
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In the replacement procedure of prepaid sim card the subscriber has to come to the
office to fill the sim replacement application form. The subscriber has to pay an
amount of Tk. 100 as replacement charge. After filling the application form the
staff of the Front Service Unit will verify the original documents. Then if the
documents seem right Front Unit will deliver the Sim right away.
The procedures of replacing postpaid sim card almost same as prepaid sim card
replacement. The special thing here is that the customer has to write the account
number of his mobile service.
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Change of address
Temporary lock
To get these services the consumer has to fill the AKTEL service requirement form
as per requirement. In each case the honorable customer has to show the original
copy of service subscription copy to the front desk customer care executive. He or
she also has to pay service charge as per requirement.
Transfer of ownership
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Re-connection service
This service is for those customers whose services were disconnected for a
long time but want to re-enjoy the mobile service. To enjoy this service a
customer has to apply in the re-connection application form. The customer then
has to clear all the outstanding bill generated during this time interval. After
that the customer is supposed to record the bank payment copy. At the end
he/she is supposed to show the original copy of document of the service to the
front desk sales and customer relation executive, as proof, which was provided
by the company while taking the service in the beginning Incase of Prepaid
connection an amount of Tk.2250 is required to reconnect an expired sim.
This service is required if and when the subscriber of the mobile service lost the
original documents or if the documents are damaged by any means. To get the
service the consumer has to fill the service requirement form provided by the
company. While submitting the application form the customer has to submit the
following documents. No charge is made to get the service to the customer.
1. Photograph.
2. GD copy (in lost case).
3. Letter in the company letterhead (as and
when applicable).
4. Authorization and Undertaking letter (as
and when applicable).
5. Damaged copy (for damage case).
6. Invoice copy (incase of postpaid mobile
service).
The service is provided for the valued customers who cannot effort to come to the
office to receive the required service. In this case the original subscriber needs to
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undersign the “Letter of Authority” application with the signature and name of the
person he/she authorized to take the service on behalf of the customer.
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Dhaka
DHAKA , Dhaka City , Dhamrai, Savar, Nawabganj, Keraniganj, Dohar,
Demra,
BRAHMANBARIA, Brahmanbaria City, Akhuaura, Kasba, Nabinagar
CHANDPUR, Chandpur City , Hajiganj, Matlab, Shahrasti, Kachua
COMILLA, Comilla City, Gouripur, Meghna Ghat, Daunkhandi,
Homna, Muradnagar, Burichang, Debidhar, Chandina, Barura,
Miarbazar, Laksham, Falgunkhara, Ashuganj
FARIDPUR, Faridpur City , Char Bhadrashan
GAZIPUR, Gazipur City , Joydebpur, Tongi, Kaliganj, Abdullahpur,
Maona, Shafipur, Kaliakoir
KISHOREGANJ, Kishorganj City , Bhairab, Puran Thana, Gaital Bus
Stand, Station Rd
MANIKGANJ, Manikganj City , Shaingair
MUNSHIGANJ, Munshiganj City, Tongibari, Shirajdikhan, Srinagar
MYMENSINGH, Mymensingh City , Fulbaria, Trishal, Bhaluka,
Kashiganj
NARAYANGANJ, Narayanganj City , Rupganj, Araihazar, Sonargaon
NARSHINGDI, Narshingdi City , Polash, Sripur, Belabo
NETRONOKA, Netrokona City , Hiranpur Bus Stand, Madanpur,
Bangla Bus Stand, Rail Station
TANGAIL, Tangail City, Bashail, Shakipur, Mirzapur, Jamuna Bridge
GOPALGANJ, Gopalganj City
JAMALPUR, Jamalpur City
SHERPUR, Sherpur City
SHARIATPUR, Shariatpur City
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Chittagong
Chittagong, Chittagong City, Bariarhat, Barabkunda, Mirersharai,
Sitakunda, Kumira, Faujdarhat, Chittagong University, Chowdhury Hat,
Madanhat, Gahira, Fatikchari, Raozan, Hathazari, Sarwatali, Popadia,
Kadurkhil, Gomdandi, Kalurghat, Boalkhali, Dhalghat, Patiya,
Anowara, Gachbaria, Chandanaish, Dohazari, Satkania, Banshkhali,
Lohagara
Feni, Feni City, Parshuram, Phulgazi, Chagalnaiya, Daghanbhuiya,
Sonagazi, Lemua, Langalkot, Chauddagram
Coxs Bazar , Coxs Bazar City , Ukhia, Chakaria, Eidgaon, Chiringa
Noakhali, Noakhali City , Companiganj, Begumganj, Senbagh, Maizdi,
Bashurhat, Chatkhil, Shonaimuri
Laxmipur, Laxmipur City, Chandraganj, Raipur, Ramganj
Rajshahi
Rajshahi , Rajshahi City , ShahebBazar, University, Kajla, Upashahar,
BISIC, Laxipur, Sheroil, New Market,
Bogra, Bogra City , Santahar, Kahalu, Majaree, Shibganj
Rangpur , Rangpur City , Kaunia, Gangachara, Haragas, Taraganj,
Shampur, Paglapeer, Pairsband, Mitaphukur, Pirgacha
Lalmonirhut , Lalmonirhut City , Aditmari
Nilphamari , Nilphamari City , Syedpur
Naogaon , Naogaon City , Raninagar
Pabna , Pabna City, Ishwardi , Pakshi
Gaibanda*
Joypurhat , Joypurhat City , Panchbibi, Kalai
Thakurgaon , Thakurgaon City
Natore, Natore City
Kurigram , Kurigram City
Chapai Nawabganj , Chapai Nawabganj City
Sherpur , Sherpur City
Khulna
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Barishal
Barisal, Barisal City , Babuganj, Muladi, Wazipur
Barguna, Barguna City , Amtali
Patuakhali, Patuakhali City , Mirjaganj
Potuakhali, Potuakhali City
Pirojpur, Pirojpur City
Jhalkathi, Jhalkathi City
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Customer Segmentation
Marketing Strategies
TM always wants to achieve desired sales growth and customer base. TM wants to
encourage existing customers to use more and more of their services.
Their newly introduced package named “Durbar” is one of their successful
initiatives for the exiting customer It has a concept of “Goromer Tap Jy Hok
Aponan Cholar Jamon Shash Nae Kothar O Shash Nae……….Kotha chaluk
Durbar gotitay!”
Product Positioning
Initially their target was to reach the top. But others are targeting to the grass root
level, and increasing their customer. TM wants to be the leader with good quality
and is designing products for the middle class rage also.
TM should keep enough flexibility to design other components of marketing mixes
as well.
Product
Continuous quality improvement. Reposition of slow moving products to different
target markets. Always branding AKTEL with all packages with a GSM service.
Price
Necessary changes in tariff structure and changes in changes in terms and
conditions.
Penetration pricing in the face of competition.
Skimming policy where possible.
Place
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Make effective use of distribution. Make product and service delivery system more
effective and less time consuming. Wider distributing network to make service
more accessible.
Promotion
Brochures with all necessary information press advertisements, Television
Commercials in future, and Billboards.
Market Development
AKTEL GSM are trying to convert non-users to mobile phone users, stressing the
benefit of GSM services, and with the service benefit of AKTEL that will make
their life easier. To serve the market more accurately their target market will be
further segmented based on psychographics and business size.
Product Development
The strive to develop a better product will be a continuous process. Conducting of
Market research in every 3 months. They will use the input to develop new product
based on data they will get from survey. Thus the product will be designed to meet
the customers need.
The whole is the sum of parts and when the best come together; the results can be
truly spectacular. TM International (Bangladesh) Limited brings you AKTEL
Mobile Phone Service. Fully digital cellular phone services that will prepare you
better for life in the fast lane. Always keeping you so near, even when you are so
far. AKTEL has been successful in bringing together the world leaders in various
technologies, giving Bangladesh cellular phone service that is world class.
2) Better Billing
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The whole is the sum of parts and when the best come together; the results can be
truly spectacular. TM International (Bangladesh) Limited brings you AKTEL
Mobile Phone Service. Fully digital cellular phone services that will prepare you
better for life in the fast lane. Always keeping you so near, even when you are so
far. AKTEL has been successful in bringing together the world leaders in various
technologies, giving Bangladesh cellular phone service that is world class.
3) Better Switching
AKTEL cellular switching system provides you the state of the art GSM
technology. AKTEL Mobile Phone Service is based on the GSM technology, which
will give you the winning edge all the way.
With the AKTEL Cellular Phone Service, you will have more than just a number.
Simply because the GSM standard lays emphasis on the Subscriber Identification
Module (SIM) card, a key component of the whole process. It is a computer chip
card, which is highly secured against fraud. A microchip embedded in the plastic
card stores PIN (Personal Identification Number), code personal telephone
directory and details of calls made. As a result, you can use the SIM card on any
GSM 900 phone. So, even if your cellular phone is not handy, you can borrow
another one; insert your SIM card and its business as usual. This electronic
SMART CARD also contains your unique Personal Identification Number (PIN),
just as an ATM card does, to prevent misuse, should it fall into wrong hands.
6) Security
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9) International Roaming
Your AKTEL mobile Service will provide you with contractibility and the freedom
to make and receive telephone calls within those GSM networks all over the world
that have roaming agreements with AKTEL. So whenever you are within the
service areas of these GSM networks, you will still be able to keep in touch.
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11) Advertisement
New idea, huge amount for promotional policy creating great awareness to the
market.
Marketing Department
Product & Market Planning Department (P & MP) is a vital part of AKTEL in
terms of its importance and role.
The central innovation department of AKTEL is the P & M department. This
department facilitates communication between the departments and existing and
new product packages of AKTEL. P & MP also manages and co-ordinates
information about different products. P & MP evaluate the possibilities and
develop new products.
P & MP is responsible for communication with different departments about
existing products. P & MP get feedback from sales, Customer Care and Market
Communication departments regarding Customer needs and Market requirements.
Feedback helps in redefining an existing product.
New ideas are developed after evaluation of market demands. P & MP gives shape
and form to the vague ideas in the process of developing a new product. P & MP
is responsible to co-ordinate with Operation & Maintenance, Information System
and Billing departments to get solutions check the functionality of product features
and prices. Bundling and un-Bundling of services to create new packages can be
useful way of satisfying customer needs.
P & MP facilitates launch of the products within AKTEL. Training and support for
a product to all departments within AKTEL is also the responsibility of this
department. P & MP develops the main marketing message for products working
closely with marketing department. P & MP will also support sales and customer
care department about new product launch.
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b) Market Communication
Functions: The functions of marketing department are manifold. However the main
function can be articulated as to develop product and promote.
In order to accomplish this function, some steps have to be followed. They are:
Need determination by market survey through secondary data.
To develop product within AKTEL resources.
Pricing of the product.
To obtain necessary approval from the management.
Competitor's activity analysis.
Concept building for promotional activities. It includes advertisement in the
leasing dailies in the most effective manner within a given budget, to arrange out-
door advertisement, hoarding, promotions of gift items like diary, pen, calendar
etc.
Marketing department also support various departments in performing their jobs.
After the market survey, for example, they can suggest Radio Planning department
about the approximate number of probable subscriber of a particular area and the
potential of International Roaming.
In the above-mentioned way, marketing department plays an important role in the
smooth functioning of AKTEL.
C. Customers Care
Customer care is making the bridge the customers and company. Besides Sales
division it is the only department who deals customers directly. Sales department
procures the business and Customers Care keeps the business with the company for
long period. Once relationship is established customer Care is doing the business
with the subscribers. It works with the objective to meet all kinds of queries from
customer and provide the optimum solution. The trained and friendly people are
serving for customer care from 09am-5.45pm in Dhaka office. There are two shifts.
One is start from 08am and end up at 05pm, another one is from 11am to 08pm.
Customer care department works to ensure customers satisfaction and also to
motivate the people in AKTEL service.
Responsibilities of Customer Care are unlimited.
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PURPOSE
The purpose of department encompasses the following.
To receive queries
To solve queries relating to AKTEL service.
To provide all sort of information.
To solve any problem regarding network.
To ensure smooth operation Customer Care is providing services from two
perspectives.
Over HOTLINES
Through Information Center
D. Information Center
It provides on spot solutions as subscribers can physically go there and get
services. It deals with the following areas.
Bill Clarification
Preparation of manual bill
Bill correction
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GPRS
FUN DOSE
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FUN DOSE.
Choose your Voice Greeting, pass it to anyone, and even anonymously
send your DOSE through AKTEL.
Birthday. Hate. Flirt. Sorry . Heart 2 MON. Say You Love. Anytime,
anyone….
SPECIAL OFFER
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AKTEL has launched the first ever ELECTRONIC REFILL system in Bangladesh
whereby Pre-Paid customers will be able to recharge their accounts via SMS,
available at dealers/outlets/designated agents around the country. ELECTRONIC
REFILL is a great new recharge option for Pre-Paid subscribers as it does not rely
on the availability of scratch cards for topping up any AKTEL Pre-Paid account.
The customer benefits from this system through extensive availability, convenience
to recharge Pre-Paid accounts anywhere, anytime, without the hassle of buying and
scratching cards. This service is great because it ensures that the credit you require
for your AKTEL connection is always available on demand. This service allows
customers to recharge their accounts in multiple denominations: Tk.600, Tk.300,
Tk.250, Tk.200, Tk.150, Tk.100, and Tk.50, which provide all AKTEL Pre-Paid
customers a freedom of choice.
For the vast demographic size of Bangladesh and for the complex physical
distribution system, sometimes our sales points have trouble keeping adequate
stocks of AKTEL Scratch Card, and as a result, the valued customer can't find the
Scratch card as per their requirements. On the other hand, due to frequent natural
disaster and hartal/ strike, distribution of physical scratch card becomes hard. We
believe that the new system can really give AKTEL Customers the opportunity and
convenience to buy airtime in the period of inconvenience. Apart from it, the
ELECTRONIC REFILL solution will allow our authorized sales outlets to
electronically generate a voucher for the denomination customer requires. AKTEL
customer can recharge their account by a dialing 111 or through simple refill
process.
In this system AKTEL customer pays cash to the retailer for his/her AKTEL Pre-
Paid account recharge, and in return he/she will get a SMS with a voucher number.
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This voucher number will have a 13-digit secret number, which will then be
inserted into the mobile similar to the scratch card process. This ELECTRONIC
REFILL allows our customers freedom to choose their desired Airtime according
to his/her need and affordability. This is a secured process and our channel partners
on demand would carry out the transaction.
INFOTAINMENT
Bangla Ring tones. English Ring tones. Hindi ring tones. Logos. Picture
Messages. Other services.
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Now one can pay his/her post paid bill by scarce card.
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Chapter Four
GrameenPhone, an Overview
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GP now has the largest network with the widest coverage around the country. And
plans are underway to further increase the coverage to 80 per cent of the
population within this year, from the current 55 percent.
The company has become one of the largest private sector investments and also
the largest single tax payer in the country. It may be mentioned here that the
shareholders of GrameenPhone have re-invested most of the earnings so far,
enabling the company to continuously increase the capacity and expand the
coverage area of its network.
November 28, 1996: Grameen Phone was offered a cellular license in
Bangladesh by the Ministry of Posts and Telecommunications
March 26, 1997: Grameen Phone launched its service on the Independence
Day of Bangladesh
After eight years of operation, Grameen Phone has more than 2.8 million
subscribers as of March 2005.
THE PURPOSE
GrameenPhone has a dual purpose: to receive an economic return on its
investments and to contribute to the economic development of Bangladesh where
telecommunications can play a critical role. This is why Grameen Phone, in
collaboration with Grameen Bank, is aiming to place one phone in each village to
contribute significantly to the economic uplift of those villages.
THE STRATEGY
GrameenPhone’s basic strategy is coverage of both urban and rural areas. In
contrast to the “island” strategy followed by some companies, which involves
connecting isolated islands of urban coverage through transmission links, Grameen
Phone builds continuous coverage, cell after cell. While the intensity of coverage
may vary from area to area depending on market conditions, the basic strategy of
cell-to-cell coverage is applied throughout Grameen Phone’s network.
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THE TECHNOLOGY
GrameenPhone’s Global System for Mobile or GSM technology is the most widely
accepted digital system in the world, currently used by over 300 million people in
150 countries. GSM brings the most advanced developments in cellular technology
at a reasonable cost by spurring severe competition among manufacturers and
driving down the cost of equipment. Thus consumers get the best for the least.
THE SERVICE
GrameenPhone believes in service, a service that leads to good business and good
development. Telephony helps people work together, raising their productivity.
This gain in productivity is development, which in turn enables them to afford a
telephone service, generating a good business. Thus development and business go
together.
THE RESULT
By bringing electronic connectivity to rural Bangladesh, Grameen Phone is
delivering the digital revolution to the doorsteps of the poor and unconnected. By
being able to connect to urban areas or even to foreign countries, a whole new
world of opportunity is opening up for the villagers in Bangladesh. Grameen Bank
borrowers who provide the services are uplifting themselves economically through
a new means of income generation while at the same time providing valuable
phone service to their fellow villagers. The telephone is a weapon against poverty.
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CAPITAL STRUCTURE
At first in 1997 the capital structures of Grameen phone were 51% Telenor,
35%GrameenTelecom, and 9.5% Marubini.4.5% Gonofone.
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Products
GrameenPhone offers a number of products and value-added services to its valued
subscribers.
These attractive products and services are designed to cater to the needs of the
individual subscribers. There are seven products currently being offered by
GrameenPhone.
Products in details
1. GP Regular
GP Regular is a post-paid product with BTTB (Local, NWD and ISD) connectivity.
You can connect to all mobiles and BTTB lines. It has network mobility feature,
with which you can move around throughout the country with your GP mobile
phone (within GP coverage).
GP Regular Package includes: Handset and Starter Kit with SIM card.
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Features
International Roaming: It will enable you to make and receive calls using
the same GP-Regular number, while you are outside the country (Visit
roaming page for detail information).
Friends & Family: It will enable you to call up to three GP numbers
(activated as Friends & Family) for only Tk.1.5/min for 24 hrs.
Supplementary Features
Caller ID*: It allows GP subscribers to view the caller's ID before
answering the call.
Call Waiting: It enables you to receive a second call while you are online
with another call. When your call waiting feature is activated (on your
handset), you will be usually notified by a short beep sound. You can then
either rejects the second call or put the first caller on hold, talks to the
second caller and then returns to the first call.
Call Conference: It allows you to make up to 5 calls (max) at a time and
connect all the calls to make a conference call. This feature is handset
dependent.
Call Divert: It allows you to divert the incoming calls to any mobile
number or BTTB number.
Call Barring: It allows you to restrict any unauthorized use of your mobile
phone by imposing restrictions on certain types of calls (incoming and
outgoing). This feature is handset dependent.
2. GP National
Optional Features
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Friends & Family: It will enable you to call up to three GP numbers (activated as
Friends & Family) for only Tk.1.5/min for 24 hrs.
3. Anytime 300
Anytime 300 is a post-paid product with mobile-to-mobile connectivity. Anytime
300 offers a monthly 300 minutes (billed duration) of talk-time free of charge. It
has network mobility feature, with which you can move around throughout the
country with your GP mobile phone (within GP coverage).
4. Anytime 450
Anytime 450' is a post-paid product with BTTB (Local/NWD/ISD) connectivity.
Anytime 450 offers a monthly 450 minutes (billed duration) of talk-time free of
charge. It has the network mobility feature, with which you can move around the
country with your GP mobile phone (within GP coverage).
Optional Feature
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International Roaming: It will enable you to make and receive calls using the
same Anytime 450 number, while you are outside the country (conditions apply).
5. Anytime 500
Anytime 500 is a post-paid product with BTTB (Local/NWD/ISD) connectivity.
Anytime 500 offers a monthly 500 minutes (billed duration) of talk-time free of
charge. It has the network mobility feature, with which you can move around the
country with your GP mobile phone (within GP coverage).
6. EASY Gold
Easy Gold is a pre-paid product with BTTB (Local, NWD and ISD) connectivity.
You can connect to all mobiles and BTTB lines. It has the network mobility
feature, with which you can move around the country with your GP mobile phone
(within the GP coverage area).
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My Easy (will enable you to call one GP number for only Tk.3/min for 24 hrs).
My Time (will enable you to call any GP number for only Tk.3/min form 6 am to 9
am or 1 pm to 4 pm)
Supplementary Features
Caller ID (It allows GP subscriber's to view the caller's ID before answering the
call). Call Divert: It allows you to divert the incoming calls to your voice mail box.
7. EASY Pre-Paid
Optional Features
My Easy (will enable you to call one GP number for only Tk.3/min for 24 hrs).
My Time (will enable you to call any GP number for only Tk.3/min form 6 am to 9
am or 1 pm to 4 pm)
8. Djuice
Djuice is a new product package GP. It is basically for the young generation. The
features and others are discussing bellow.
Benefits of Djuice
20 sec pulse mobile during Off-Peak hours. Tk.1.66/pulse (peak)
Group Message
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Voice based services: The following will be the voice based services
VMS
Voice mail service (VMS) works like an answering machine. When you are
not available or outside the coverage area or simply busy, the caller can
leave a message in subscribers voice mail box, which you may listen or
retrieve at your convenience.
Beauty tips
Dictionary
Movie chart
Music top chart
Enhanced Phonebook:
Group Message
FlexiLOAD.
With FlexiLOAD reload your pre-paid account with any amount starting from
Tk.50 to Tk.10, 000.
U & I:
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This feature gives you the chance to choose that someone special and talk to
that person at a more affordable rate:
XTRA Card
Hotline 707
Djuice features
Also
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Both the products, EASY and EASY GOLD have network mobility feature which
helps a subscriber to move around where GP has its coverage. A Pre-Paid
subscriber can also enjoy GP’s Value-Added Services like Text Mail (SMS), Voice
Mail (VMS), WAP and other Information Services. A subscriber needs to recharge
his/ her account with EASY scratch cards to make and receive calls and to enjoy
GP’s Value-Added Services.
Activation
EASY Pre-Paid and EASY Gold subscriptions are Pre-activated e.g. you can use
the SIM right after you purchase it from the GP authorized dealer or agent. Simply
recharge the account with a new scratch card (EASY Card) and start using your
EASY subscription!
Easy Hour
For EASY and EASY Gold, the peak hours are between 6 A.M. to 12 A.M. daily.
Hours between 12 A.M. and 6 A.M. are Easy or off-peak hour. A reduced airtime
rate of Tk. 3 per minute is charged during Easy hour.
Account Recharge
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* 555 * Hidden Number # and press SEND to recharge your EASY account.
Within a short time, you will see a confirmation message on the mobile phone
screen. You can also call 555 and follow the step-by-step procedure.
Account Balance
* 566 # and press SEND to get EASY account balance information. Within a short
time, you will receive your balance information on the mobile phone screen. You
can also call 566 and listen to the account status.
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of the validity period of the card e.g. 31 days for EASY Card worth of Tk.
300 or 62 days for EASY Card worth of Tk. 600
The remaining balance is carried forward to the next EASY Card even after
the validity period of a EASY card expires (31/62 days).e.g. the last
balance (only money) will be added to the new EASY Card value( if any).
Pre-Paid subscribers can avail SMS, Voice Mail, WAP, Network Mobility,
EASY Hour, My Easy Number etc. facility
GP Regular
Outgoing Incoming
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Mobile to Mobile
Mobile to BTTB
Zonal Inter-zonal
Friends
Monthly Off- Off- Off- From From
Peak Peak Peak & Family
Fee Peak Peak Peak Mobile BTTB
8am- 8am- 8am- (24 Hrs.)
8pm- 8pm- 8pm-
8pm 8pm 8pm
8am 8am 8am
Tk. Tk.
1st min.
4/min. + 3/min. +
free & Tk. Tk.
BTTB BTTB
Tk. Tk. 2/min. 1.5/min.
Tk. 350 Local/ Local/ Free
4/min. 3/min. from 2nd for 3 GP
NWD/ NWD/
min. no.s
ISD ISD
onwards
charge charge
GP National
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Anytime 300
Outgoing
Monthly
Within 1st 300 mins. After 1st 300 mins.
Bundle
Peak Incoming
Fee Off-Peak Peak Off-Peak
8am - 11pm 11pm - 8am 8am - 11pm 11pm - 8am
Tk. 1000 Tk. 0/min. Tk. 0/min. Tk. 4/min. Tk. 3/min. Free
Anytime 450
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Off-
Off- Off- Off-
Peak Peak Peak Peak Peak
Peak Peak Peak
8am- 11 8am- 8am- 8am-
11pm- 11 pm- 11pm-
11pm pm- 11pm 11pm 11pm
8am 8am 8am
8am
Tk. Tk. Tk. Tk.
1st min.
0/min 0/min 4/min 3/min
free &
+ + + +
Tk.
Tk. Tk. Tk. Tk. Tk. BTTB BTTB BTTB BTTB
Tk. 350 Free 2/min.
1,300 0/min. 0/min. 4/min. 3/min Local/ Local/ Local/ Local/
from
NWD/ NWD/ NWD/ NWD/
2nd min.
ISD ISD ISD ISD
onwards
charge charge charge charge
30 sec pulse in the 1st min
15 sec pulse after 1st min
During Friday, 24 hours Off-Peak rate applicable (after 1st free 450 mins.)
Easy Pre-paid
Outgoing My Time
Easy Hour My EASY 6am-9am
Peak Incoming
12am - (24 Hrs.) or
6am-12am
6am 1pm-4pm
GP - GP. GP- Others Tk. 3/min.
Tk. 3/min.
Tk. 3/min. Free to any GP
Tk. 4.40/min. Tk. 4.80/min. to 1 GP no.
no.
30 sec pulse in the 1st min
20 sec pulse after 1st min
EASY Gold
Outgoing Incoming
My
Mobile to
Time
Mobile to Mobile BTTB
BTTB NWD My 6am-
Local/ISD
From From EASY 9am
Peak Mobile BTTB (24 Hrs.) or
Peak 6am- Easy Easy Easy Hour 1pm-
8am- Peak 8am-12am
12am Hour Hour 12am-6am 4pm
12am
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GP - GP -
GP Others
Tk.
6/min.
Tk. Tk. 1st minute
+ Tk. Tk.
3/min. 4/min. FREE Tk.
Tk. BTTB 4.8/min. Tk. 3/min. 3/min.
Tk. Tk. + + Free then Tk. 3/min. to
3/min. charge + BTTB (Flat) to any
4.4 / 4.8 BTTB BTTB 2/min. 1 GP no.
Tk. charge GP no.
min. /min. charge charge onwards
4/min.
+
BTTB
charge
30 sec pulse in the 1st min.
20 sec pulse after 1st min. (for mobile to mobile)
For BTTB outgoing (ISD) the pulse is 30 sec after the 1st minute. For
NWD calls pulse is 60 sec. after 1st min.
For ISD calls: BTTB's Peak (8am - 10pm) /Off-peak (10pm - 8am) rate will
be applicable for BTTB charge.
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Customer Service
The Customer Relations Division of GrameenPhone Ltd. provides a full range of
after-sales service customized to the needs of the valued customers. Efforts are
made to offer complete service through all the contact points dedicated for GP
customers at every opportunity through Call Center, Customer Relations Centers
and Customer Communication.
The trained team of Customer Relations Division strives to ensure service with an
aim to content the subscribers through “YOU FIRST” attitude and solution. Our
strategy is to connect Bangladesh with “Ease & Care” at every contact through
professional and pro-active service.
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Charges
SMS charge is Tk. 2 per outgoing message up to 160 characters. This service does
not charge for any incoming messages.
4. Product Migration
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The subscriber is requested to visit the nearest Customer Relations Centers and fill
in the Migration Form with the authorized signature.
GP has introduced a Friends and Family (F&F) option without any additional
monthly fee to its GP Regular and GP National subscription. Now a subscriber can
choose any three (3) GP numbers as his/her F&F numbers and avail the
opportunity of calling these numbers at a flat rate of Tk. 1.5 per minute from any
where within GP coverage area, 24 hours a day.
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CORPORATE OFFERS
GrameenPhone Ltd. was the first telecommunications company in the country to
offer a Corporate Sales Package initiative, recognizing the importance of the
special needs of the corporate customers.
The Corporate Sales Section (CSS) of GP handles all sales and other related
services provided to the corporate subscribers. It delivers a total telecom solution
under a Corporate Sales Package agreement. Many leading local and multi-national
companies, international organizations and banks have corporate agreements with
GP. Under such contracts, CSS adds more value propositions to the clients’ mobile
communication package and forms a reliable and long-term partnership with the
client as its main telecom service provider.
A full range of post-paid and pre-paid products with regular value-added services
are available for the corporate clients. Moreover, value-added services are specially
tailored to meet the specific needs of a corporate subscriber.
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Fax and Data service, with 9.6 KBPS speed, enables the use of a mobile phone to
send faxes or transfer data by attaching it to a computer. Fax services can be a
useful tool for quicker communication between branches or different locations at a
very low cost.
Along with the above mentioned features, special Value-Added Service packages
and customized features are offered to the corporate clients when available. In
practice, CSS works for finding total telecommunication requirement of the client
and opts to provide the solutions accordingly. CSS also takes the initiative to
outsource some of the solutions (hardware/software) on behalf of the client, if
required.
I. SALES SERVICES
A Key Account Executive works as a one-point contact for a particular
corporate client. He/she provides instant delivery of any number of
subscriptions as per client requirements. Special discounts on the start-up
cost are occasionally arranged for the corporate client.
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The account executive acts promptly to resolve all the issues raised by the
clients regarding GP services. When required, he/she coordinates with other
departments to provide the total solution for the client.
From time to time, specific handset upgrade requirements are met
according to clients’ request by mediating and arranging a special offer
from the respective handset vendors. Account executives also help the
client to choose specific handset models for the best results.
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A dedicated unit within the Sales Department extends all the above mentioned
exclusive services toward VIPs, VIPs & CIPs, Defense Forces, Govt. Ministries
and other high ranked government officials of the country. Special Sales Unit
handles these issues with extreme professionalism and care.
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requested to pay their due bill on the ‘due date’ specified in the monthly bills. The
credit limit of a Corporate Customer depends on the payment pattern, trend of
usage, Security Deposit and credit worthiness. Though the Corporate subscriptions
are not barred till the due date exceeds, we request our Corporate Customers to pay
their mobile bills on time.
Corporate Customer Service has a dedicated hotline specially designed to serve the
corporate customers. The corporate customers can reach the dedicated officers at
corporate customer service by simply dialing 148 from their GP mobiles. This
hotline is FREE of cost and remains open from Sunday to Thursday, 8:00 a.m. to
5:00 p.m.
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We have the following After Sales Service for our valued EASY Pre-Paid and
EASY Gold subscribers at present:
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If the lost/ stolen mobile phone/ SIM card is found, please inform GP in writing
with your valid signature (as signed on the subscription form) to reconnect the
subscription. The service shall be restored upon signature verification. In case the
mobile phone/ SIM card is not found, you need to collect a new SIM card against
the subscription through SIM Replacement procedure.
A subscription might undergo the process of permanent disconnection if it remains
inactive for more than three months (90 days) period.
SIM Replacement
In case a subscription is lost/ stolen (not found) or the SIM card gets disabled or
damaged for any reason, then the subscriber needs to purchase a new SIM card
against his/ her subscription.
Transfer of Ownership
To Transfer the Ownership of a subscription, presence of both the transferor and
transferee are required at any of GP’s Customer Relations Centers. Necessary
requisites are:
Two copies (each) of passport-size photographs of both the transferor and
transferee
The original subscription form along with purchase money receipt
Transferor needs to fill up a Transfer Certificate with valid signature
Transferee needs to sign up a new Application Form
Transferor should pay the last bill and the current usage
Corporate Customers need to fill up the Transfer Certificate Form along
with new Application Form with signature and company seal (they can
collect the forms by submitting a forwarding letter to the Customer
Relations Center)
The transferor (corporate) needs to assign one authorized person who has
the signing authority
A procurement letter on company letterhead while a corporate taking a
connection from private/ corporate
A clearance certificate on company letterhead while transferring a
connection of a corporate customer to an individual to be signed by the
Managing Director/Chairman of the company with company seal.
Itemized Bill
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Itemized Bill is the detailed call statement of your monthly bill. This bill contains
the list of all the outgoing and incoming (subject to availability of data) calls made
from your GP mobile along with the information on date & time called, duration of
each call, air-time (GP’s airtime charge) and land-line phone charges. The usage
/charges in the Itemized Bill are shown without calculating the 15%VAT.
Insta-Care
GrameenPhone introduces INSTA-CARE, an automated service with Integrated
Voice Response (IVR) system to meet your GP service related queries, 24-hours a
day, 365 days in a year!
If you are a GP Post Paid subscriber and want to know your recent Billing Updates,
Account & Payment Status, Credit Limit & Policy, Billing Procedures etc.
ROAMING SERVICE OF GP
International Roaming (IR) service enables a subscriber to use his/her own mobile
number in foreign operators’ networks and to enjoy the same facilities those
operators provide to their own subscribers.
Subject to International Roaming agreement between the Home operators and that
particular foreign operator.
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While traveling abroad, a GP IR subscriber can use and enjoy all the operators’
network coverage and other facilities (with whom GP has International Roaming
Agreement). Subscribers of those Roaming Partner Operators’ can also enjoy
network coverage and facilities of GrameenPhone while visiting Bangladesh.
GrameenPhone is a GSM 900 network and most of its Roaming Partners have
GSM 900 or 1800 networks. However GrameenPhone also has some GSM 1900,
CDMA, 2.5G, 3G and other types of operators as Roaming Partners.
International Calls
For international calls, the per minute airtime charges will be added to the IDD
Tariff shown below:
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Kuwait, Indonesia
A. Any country of Asia which is not included
Group 1
Group2 B. UK, Germany, France, Italy, Netherlands, 24.00 18.00
Australia
C. USA , Canada
A. Countries of European, Australian, North
American Continent which are not included in
Group3 27.00 21.00
Group 2
B. Countries and Island of Pacific belt
Group4 South America and African rest of the countries 30.00 24.00
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NETWORK COVERAGE OF GP
GrameenPhone covered in Bangladesh: 61 Districts, 352 Upazilas.
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SOCIAL WORKS OF GP
Contribution to Society
GrameenPhone believes that good business leads to good development, since high
level of productivity is development. The activities of GP contribute to the socio-
economic development of Bangladesh in many different ways.
In addition to employing nearly 1500 people, more than 100,000 people are
directly dependent on GP for their livelihood, including the people working for the
dealers, agents, contractors, suppliers, and a major portion of that figure includes
the Village Phone operators.
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Set up in 1997, the Village Phone Program has continued to grow at a robust pace
over the years. By the end of 2004, the number of Village Phone subscriptions
stood at 95,000, in 61 districts. The average earning of a Village Phone Operator is
about BDT 5000 per month, which is more than twice the per capita income.
Moreover, GP has also restored the exterior of the historic Old Railway Station
Building in Chittagong as per its original architectural design. It has sponsored a
scholarship fund for the poor and meritorious students of the Finance and Banking
Department of Dhaka University in cooperation with the Finance and Banking
Alumni Association. GP has also donated 16 computers to two schools for
underprivileged children.
GrameenPhone Ltd. has recently presented two mobile phones to the Directorate of
Fire Service and Civil Defense.
The Directorate is using these mobile phones in there Central Control Room
Hotline where people can call to inform about fire incidents and other disasters.
The numbers are 0173038181 and 0173038182. Both these GP mobiles can be
reached from any other mobile and fixed-line telephones. The Control Room
remains open 24 hours a day, throughout the year.
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The Directorate felt that as the use of mobile phones is widespread around the
country, it will be useful to have a Hotline with mobile phone numbers, to which
members of the public can call during an emergency.
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The Village Phone (VP) Program has continued its rapid growth. VP Program
began from a social commitment made by the shareholders of GrameenPhone that
"good development is good business". The program is implemented by Grameen
Telecom (GTC) in cooperation with Grameen Bank, the internationally renowned
micro- credit lending institution.
The VP works as an owner-operated pay phone. It allows the rural poor who
cannot afford to become a regular subscriber, to avail of the service with loans
from Grameen Bank. The loan usually is for BDT 12,000 and pays for a handset,
the subscription and incidental expenses. The VP operator receives training from
GTC about mode of operation, user charges etc.
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Initiated in 1997, the VP Program has continued to grow at a robust pace over the
years. As of December 2004, there are more than 95,000 VP subscribers.
The average revenue per user (ARPU) of VP subscribers is double that of the
average GP business user. The revenue growth has been significant over the years.
Beginning with BDT 0.53 million in 1997, the figure has risen to BDT 1,114
million in 2002 and to BDT 2,070 million at the end of 2003.
This unique venture has gained widespread global recognition and has been
featured extensively in international media. The success of the program won it the
"GSM in the Community Award" given by the GSM Association in 2000. Former
U.S. President Bill Clinton also lauded the innovative VP Program during his visit
to Bangladesh in the same year. According to some research studies, the
introduction of VPs has made a tremendous social and economic impact in the
rural areas, creating a "substantial consumer surplus" for the users.
One of the studies was jointly conducted by Jahangirnagar University and the
Center for Development Research at the University of Bonn in Germany. The other
study was conducted by the Telecomm Development Group (TDG) of Canada for
the Canadian International Development Agency. "The Village Phone Program
yields significant positive social and economic impacts, including relatively large
consumer surplus and immeasurable quality of life benefits, the consumer surplus
from a single phone call to Dhaka, a call that replaces the physical trip to the city,
ranges from 264 percent to 9.8 percent of the mean monthly household income.
The cost of a trip to the city ranges from 2 to 8 times the cost of a single phone
call, meaning real savings for poor rural people of between BDT 132 to BUT 490
(USD 2.70 to USD 10) for individual calls," noted the TDG multi-media case
study on the Village Phone Program."
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Marketing
division
Front desk
Procurement Research & development
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Chapter Five
CITYCELL, an Overview
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The company offers a full array of fixed and mobile services for consumers and
businesses that are focused on the unique needs of the Bangladeshi community.
CityCell’s growth strategy is to integrate superior customer service, highest
standard technology and choice of packages at affordable rates.
The company operates a 24-hour call centre with over 86 well trained operators to
respond to customer queries. CityCell’s customer services are open 7 days a week
to ensure customers can access CityCell at any convenient time.
CityCell is focused on innovation and creating new ways for customers to stay in
touch and to do business. CityCell’s is offering a wide range of competitive prepaid
and postpaid mobile packages as well as Value Added Services such as SMS and
information based services.
OWNERSHIP STRACTURE
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Products of CITYCELL
Post-Paid
- You don't have to worry about your prepaid talk-time running out
- You can use the CityCell cash cards to pay your bills at your convenience
- You don't need to go hunting for prepaid card shops when your credit runs out
- You don't need to deposit money for special services like BTTB NWD/ISD
Conditions…
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CityCell 500
Shabar Phone
Aamar Phone
Jana Phone
CityCell 500
More benefits
Shabar Phone
Shabar Phone is the convenient postpaid package with limited BTTB connectivity.
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More benefits
Aamar Phone
More benefits
Jana Phone
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Pre-Paid Packages
Package feature:
- You don't have to pay monthly line rent
- Don't need to deposit money for any special service (e.g. NWD/ISD)
- Don't have to wait in long queue to pay mobile bill
Types of packages
There are three prepaid packages:
Aalap 24
Aalap B
Aalap Call Me (with call2cash feature)
Aalap 24
Benefits of Aalap 24
Aalap B
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Aalap Call Me
Aalap Call Me is a full BTTB connectivity package with the unique and innovative
call2cash feature.
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* For One2One calls to up to 3 CityCell numbers, talk for as low as Tk. 1.25/pulse
* VAT applicable
Aalap B
Super Off
Peak Off Peak
Peak
(8AM-8PM) (8PM-11PM)
(11PM-8AM)
Outgoing To Any Mobile Tk. 5.00/min Tk. 4.00/min Tk. 2.00/min
Incoming From Any Mobile Free Free Free
* 20 second pulse after first minute
* For One2One calls to 1 CityCell number, talk for 50% of the above tariffs
* VAT applicable
Aalap Call Me
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CityCell 500
Monthly Line Rent: Tk. 500
Super Off
Peak Off Peak
Peak (11PM-
(8AM-8PM) (8PM-11PM)
8AM)
To Any Mobile1 Tk. 4.00/min Tk. 3.00/min Tk. 1.50/min
Outgoing 2
To BTTB Tk. 4.00/min Tk. 3.00/min Tk. 1.50/min
From Any Mobile Free Free Free
Tk. 3.00/min Tk. 2.00/min Tk. 1.00/min
Incoming
From BTTB1 after free first after free first after free
minute minute first minute
1
Interzonal / Roaming charges applicable
2
BTTB charges applicable
* 15 second pulse after first minute
* For One2One calls to 3 CityCell numbers, talk for 50% of the above tariffs
* VAT applicable
Aamar Phone
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100
Shabar Phone
Super Off
Peak Off Peak
Peak (11PM-
(8AM-8PM) (8PM-11PM)
8AM)
To Any Mobile1 Tk. 4.00/min Tk. 3.00/min Tk. 1.50/min
Outgoing 2
To BTTB N/A Tk. 3.00/min Tk. 1.50/min
From Any Mobile Free Free Free
Tk. 3.00/min Tk. 2.00/min Tk 1.00/min
Incoming
From BTTB 1 after free first after free first after free
minute minute first minute
1
Interzonal / Roaming charges applicable
2
BTTB charges applicable
* 15 second pulse after first minute
* For One2One calls to 3 CityCell numbers, talk for 50% of the above tariffs
* VAT applicable
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Jana Phone
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Apr-
Agreement with BTTB regarding PSTN links.
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Aug-
1st cellular operation in the South Asian sub-continent
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Aug- HBTL began commercial operation in Dhaka using the AMPS mobile
93 technology.
Dec-
Pacific Motors Limited acquired the entire 50% share holding of HBTL.
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Feb- HBTL was renamed as Pacific Bangladesh Telecom Limited (PBTL) and
96 launched the brand name “CityCell Digital” to market its cellular products.
Mar-
1st to extend coverage to Chittagong
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Apr-
CityCell began commercial operation in Chittagong.
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Mar-
1st to adopt CDMA technology
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Jan-
1st to set-up a communications backbone to Chittagong
01
Apr-
Dhaka-Chittagong microwave is launched.
01
Nov- CityCell introduced the 15-second pulse rate in the cellular industry of
01 Bangladesh.
Jan-
CityCell commences operations in the Sylhet zone.
02
Jan- Value Added Services (VAS), such as 24 hour billing information, news,
02 services, sports, etc., are introduced.
Mar-
First operator in Bangladesh to offer off-peak rates.
02
July- First operator in Bangladesh to offer prepaid services with two-way PSTN
02 connectivity.
Sep- CityCell extends coverage to Rangpur, Dinajpur, and Syedpur, the northern
02 districts of Bangladesh.
Oct-
Short Message Service (SMS) is introduced.
02
Jan-
CityCell launched its services in the major northern business city of Bogra.
03
Feb-
First operator in Bangladesh to introduce the One2One post-paid package.
03
Jun-
Network capacity is increased to 240,000.
03
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Sep- First operator in Bangladesh to introduce IDD and NWD for prepaid
03 subscribers.
Nov- CityCell’s 24-hour customer call center opens. Network capacity is increased
03 to 280,000.
Mar-04 CityCell opens its customer service centers 7 days a week countrywide.
June-
CityCell launches RIM based handsets.
04
Services of CITYCELL
Any Account holder of Bank Asia can know his balance through this service.
Chittagong Stock Exchange Service
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With our Three Party Conference Service you can have a three-way conversation
with two other people simultaneously over the phone. You can include both mobile
and T&T phones in your TPC conversation for real flexibility.
Stay in touch with your friends and family through SMS. SMS is automatically
available for all CityCell customers and does not have to be specifically activated.
All you have to do is choose the message option on your phone, write your
message in the message field and send it to the desired number. This service is
available for messages sent to other CityCell customers and to Grameen Phone
customers.
Emergency Services
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Hospital info
Blood Bank
Emergency: For the regional emergency numbers of the Police Station, Fire
Service and Ambulance SMS available.
Taxi Cab
Eye Bank To get the information on the Eye Bank CityCell helping by SMS
Financial Services
Currency Exchange Rate
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MURAD Bajitpur
HOMNA
NAGAR ELANGA Borura
KOSHBA
SHERPUR SARISA BARI POLASH
GAZIPUR
NOBI NAGAR JAMALPUR Maymonshing - 2
SADOR
BELKUCHI MANIKGONJ Shakipur
SRI NAGOR
COMILLA B. BARIA - 2 RAJENDROPUR
KAPASIA
TOWN - 3 GAURIPUR
BURICHONG
DEBBIDER
CHONDON
PURA
CHANDGOAN
NAZIRHAT IDGOAN B-BLK
BIBIR HAT SENBUG MOHESHKHALI MURADPUR
UKHIA BASHKHALY SHONDEEP CEMENT
COMPANYGONJ CHONDONISH MIRSHORI CLINKER
SONAGAZI RANGUNIA BAIJEED CORNEL HUT
CHATKHILL LOHAGORA BOSTAMI DYAPARA
BOALKHALY TECHNAF C EPZ SADORGHAT
CHITTAGONG
DOGONBHUYA COX BAZAR - PATHANTOLI KALAMIA
RAIPUR 3 HALISHORE A BAZAR
SONAIMURI AMAN BAZAR BLOCK PATHANTOLA
RAMGONJ KAFCO CHALK BAZAR JAMAL KHAN
FULGAZI NOJUMIAR KAMAL BAZAR
CHAGOLNAYA HAT SALTGOLA
LAXMIPUR CDA
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KOLAROA BORGUNA
SAILKUPA FULTOLA
NARAIL BHOLA
MEHERPUR KHULNA -4
GOPALGONJ
CHIRIR RANGPUR -3
BODORGONJ PALASHBARI
BONDOR
RAJSHAHI SUJANAGOR TAKURGOAN
DINAJPUR -2
ATAIKULA PANCHOGOR
KURIGRAM
Chapter Six
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Banglalink, an Overview
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ORASCOM
History & Background
On September 2nd 2004, Orascom Telecom has purchased 100% of the shares of
Sheba Telecom in Bangladesh. Sheba Telecom holds a nationwide GSM license
and operates a network serving approximately 60,000 subscribers primarily in and
around Dhaka, Chittagong and Sylhet. OTH intends to develop Sheba Telecom into
a leader in the mobile sector by quickly expanding its GSM network to provide
high quality communications services at affordable prices.
Bangladesh is a highly attractive market for mobile services due to its large and
highly concentrated population, low penetration of telecommunications services,
and high growth in mobile subscribers. With approximately 140 million
inhabitants, it ranks as the eighth most populous country in the world and is among
the most densely populated. Bangladesh is served by only 950,000 fixed lines and
has only approximately 2.5 million GSM mobile subscribers. While mobile
services have been available in Bangladesh since 1991, growth in this sector has
only accelerated in recent years; the market has expanded by more than 200% over
the last two years.
On October 20th 2004, Chairman and CEO of Orascom Telecom, Mr. Naguib
Sawiris as well as the executives of the company have announced the re-branding
of Sheba Telecom into Banglalink™ and the actual purchase of the shares.
On February 10th 2005, Orascom Telecom announced the launch of GSM mobile
services in Bangladesh. Banglalink offered different attractive pricing plans from
its newly launched prepaid service, which came in addition to its already available
postpaid monthly service. A great presentation was done by Mr. Lars P. Reichelt
CEO of Banglalink after which reporters were impressed by the offers.
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With Bengalink’s new management team, new network infrastructures have been
deployed, a distribution of network and points of sales have been set up, and a
complete and comprehensive design for its commercial plan to offer high quality
telecommunication services at competitive prices to the Bengali people has been
planned out thoroughly.
The operation in Bangladesh will further enhance Orascom Telecom’s growth and
leadership in mobile services. OTH intends to remain the leading emerging
markets mobile services operator with a primary focus on investing in and
developing core GSM operations in Algeria, Bangladesh, Egypt, Iraq, Pakistan and
Tunisia.
Straight Forward
Reliable
Innovative
Passionate
All the Banglalink family members have one thing in common- a passion to serve.
We want to go that extra mile, so that you can have the best possible service
investing in the future of Bangladesh.
Making a difference
The biggest barrier today for people is the cost of handsets. We will strive to lower
the total cost of owning a mobile. We are here to help make a difference in people's
lives by providing affordable and reliable connectivity solutions. We will strive to
connect people and link their lives by listening to them and by understanding their
needs. We are here to help you speak your language.
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Our Vision
"Banglalink understands people's needs best and will create and deliver appropriate
communication services to improve people's life and make it easier"
All new Post Paid tariffs from Banglalink. Whichever way, you are always a
winner. At Banglalink, we believe in providing connectivity solutions that you can
rely on. This makes a difference in your life. And keeping that in mind, we have
come out with our all new Post-Paid plans. No matter which one you choose, you
will always end up a winner.
Special introductory limited time offer- no connection charge, just bring the
required documents and give the deposit to get your Banglalink post-paid package.
Banglalink M2M
Simple mobile to mobile connectivity with a month subscription fee of only Tk.
150. Minimum deposit of Tk. 500.
Banglalink Standard
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The full works- connects to all phones, T&T both ways including NWD & ISD
calls for a monthly fee of Tk. 350.
Minimum deposit:
M2M, T&T, NWD - Tk. 1,000
M2M, T&T, NWD & ISD - Tk. 2,500
Banglalink is pleased to offer post paid service with the following tariff plan
Outgoing
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Incoming
From T&T:
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Banglalink has three types of Pre-Paid services. These are Pre-Paid M2M, Pre-Paid
M2M Plus and Pre-Paid Standard. These services are included into two types:
“Ladies First” and “Mishti Komola”.
For you convenience, you can recharge your account by using any of the following
denominations:
Type of Scratch Card Validity period
Tk. 50 6 Days
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Call rates for all Banglalink pre-paid customers slashed by over 25%
Every Banglalink pre-paid customer can enjoy an incredible rate of Tk. 2.22 / 30
sec. for all Banglalink to Banglalink calls & off-peak rates of Tk. 1.11/ 15 sec.
(11:00 pm to 7:00 am).
FREE subscription and activation for the first 3 months: All Banglalink
customers will enjoy this rate without doing anything & without paying anything
extra for the first three months. It is pre-activated and only after three months of
use, this discount will require a Tk. 25 subscription charge.
Free 3 months of subscription & activation for existing users’ starts from 5th April
2005.
For new users the offer is valid till 5th May 2005, and the free 3 months of
subscription & activation starts from the day of activation of the new number.
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Notes:
On weekend and any public holiday Off-Peak is applicable
Prices are VAT exclusive and subject to change without prior notice
Pre-Paid Standard Tariff Card
Tk. 1.70 per call for all local and T&T outgoing calls.
For calls to T&T, NWD & ISD: T&T Peak and Off-Peak (10pm - 8am)
charges applicable, 30 sec. pulses applies throughout the day.
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SMS
Banglalink to Banglalink: Tk. 1 / SMS
Banglalink to Others: Tk. 1.75 / SMS
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SMS
Banglalink to Banglalink: Tk. 0.99 / SMS
Banglalink to Others: Tk. 1.75 / SMS
Services
Itemized Bill
This service allows you to receive a detailed list of all your chargeable dialed
numbers including the date, time, duration and charge of calls upon your
prescribed requisition. You need to give your requisition for itemized bill one
month before the requested bill period.
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Cancellation of regular itemized bill would come into effect from the following
month's bill after the cancellation request is received.
Fee / Charges: Tk. 115 for One Month and TK. 100 for having itemized bill on a
monthly basis.
Call Forwarding
Call Forwarding allows you to divert your incoming calls to Banglalink, other
operators & to BTTB, when your mobile is off, unreachable or you don't want to
be disturbed. But it is not possible to divert your number to an international
number.
Charge/fees
Divert charge is applicable for diverting calls to another number except Voice Mail.
There is no charge for diverting calls to Voice Mail but access to mail box and
retrieval of voice message is charged at normal airtime.
Voice Mail is a special facility that keeps you always in touch. It takes your
messages when you wish to forward/divert your call under the following
conditions:
Unconditional
If no reply
When busy
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Unreachable
By subscribing in the voice mail service you have a particular mail box number
(your mobile number) along with a password to authenticate your account
(password by default is 9999). You are advised to change this for the safeguard of
your privacy.
Short Message Service (SMS) is a value added service where one can send
message via text. You can share your feelings; memorable events with another
Banglalink mobile without making any phone call. SMS allows you to send and
receive text messages from your own Banglalink mobile handset to any other
Banglalink mobile handset. The highest characters of any message are 160.
SMS Advantages
Easy to Send
Cost Effective
No Activation charge
No Monthly charge
No Incoming charge
SMS Jokes
Customer Services
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Banglalink CSC is devoted to make certain that all your queries are answered
without delay.
Conference Calling
Businessmen, professionals and even regular users are benefited from the service
for better communication and time management.
You can take a second call while you are on the phone without losing the first one.
Call Barring
Call Barring allows you to bar any specific type of calls from your mobile phone.
For example, if you want to bar all outgoing calls or ISD outgoing calls from your
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connection, you can bar these calls from your handset. When you bar calls from
your handset, Banglalink will bar calls as per your setting.
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Chapter Seven
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The researcher divides the questionnaire into two parts in the findings and analysis
segment; these are general information about customer. These will give a clear idea
about the customer preference towards the companies which are serving in present
telecom industry. After finishing the survey the researcher found the following
findings:
The above picture shows most of the users mobile phone connections are service
holder which is 43%. 7% of the total respondent’s are student, 40% are
Businessmen, 6% are housewife and 4% are in other category. It indicates that
most of the respondents are either student or service holder.
Age of respondents:
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13 - 19 5 5.00%
20 - 25 33 33.00%
26 - 30 34 34.00%
31 - 35 14 14.00%
36 - 40 7 7.00%
41 – 45 5 5.00%
Above 46 2 2.00%
Table: Age of respondents
The above graph presents that 33% respondent’s ages are from 20-25 years and
34% respondents ages are from 26-30 years. 14% ages are from 31-35 years. Only
5% ages are from 13-19 years.
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Business 7 20%
The graphs show that most people use mobile phone to keep in touch with their
families. 35% respondent said that it is their main usage of mobile phone. 35% use
mobile connection for official use and 6% to contact with friends. 20% uses mobile
phone for business reasons.
COMPARATIVE ANALYSIS
VARIOUS INFORMATION ABOUT MOBILE COMPANIES SERVING IN
BANGLADESH:
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QUALITY OF SERVICE
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Customers are satisfied with the service quality of AKTEL. 38% of the total
respondents strongly agree with the availability of giving quality service by
Grameen phone, 42% agree with it. So there are a little bit objections about
AKTEL’s service quality. With CityCell the subscriber giving support of 17%. And
a little support with Banglalink that is only 3%.Coz of there new entry in
competition.
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Customers are satisfied with the network coverage of AKTEL. 52% of the total
respondents strongly agree with the availability of the network coverage of
AKTEL, 33% agree with it. So there are a little bit objections about AKTEL’s
network coverage which is one of the main advantages of AKTEL over its
competitors.
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Network Coverage:
GrameenPhone 61
AKTEL 61
CITYCELL 55
Banglalink 61
38% of the total respondents strongly agree that AKTEL has a good reputation in
the market, 48% agree with GP about its performance & also its market reputation.
On the other hand 12% respondents are telling well about market reputation of
CityCell. The market reputation is quite satisfactory for Bangla link as a new
comer.
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Promotion:
Promotional Activities
Advertisement plays a vital role in any business. When asked about this question
respondents agree that before buying this connection they were encourage to see
the advertisement in billboard, newspapers, TV etc. me also strongly agree with the
statement. In promotion GP stands on 46%, AKTel stands 42%, city cell 10%, and
Bangla link stands for 2% only according to the respondent vote.
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Pricing:
About the pricing of the product of the customers view holds on flexibility of
pricing. On that case GP stands for the first place with 46%. And AKTel on the
nearest place with 42%. City cell & Bangla link are on the third and last place.
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3500000
3000000
2500000
Amount of 2000000
Subscribers.
1500000
1000000
500000
0
1997 1998 1999 2000 2001 2002 2003 2004 2005
This figure shows that the increase rate of subscribers is very much high. Where as
the total subscribers in 1997 was only bellow 50000 and after 9 years the
subscribers rise in a very high rate and now it is around 50.00000. In our country
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the standard demand may be 10% of total population, I think if the penetration rate
runs throw same way, very soon the standard demand will be fulfill.
Market share of various companies:
GrameenPhone ± 6,000,000
AKTEL ± 3,000,000
CITYCELL ± 650,000
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Chapter Eight
Competition Of Telemarketing In
Bangladesh: A Study On AKTEL
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Recently the government has launched a cell phone service called “Teletalk” on
March 31.
At this moment all the mobile companies have a very keen competition.
'GrameenPhone' enjoying the 1st position in this industry now have 6,000,000
subscribers' base. Banglalink announced to increase their customer base to
4,000,000 by the end of 2006. Recent expansion scheme of all the operators
including “Teletalk” make it clear to the people that in the near future they will
provide coverage to the every comer of the country. So ultimately it will develop
the country's communication infrastructure. As Bangladesh is agriculture based
country, so by using the opportunities of vast mobile communication agricultural
business will also develop, for example, peasant in the remote village will get the
information regarding price of his agro-products at any time. So as the other people
in the village or remote area will also get the opportunity of global communication.
Subsequently the development of Mobile Telecommunication will develop the
country's economic condition.
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The business in this sector was dominated by the four major mobile phone
operators named
• GrameenPhone
• CITYCELL Digital
• AKTEL
• Sheba Telecom (Banglalink)
However, the experts in this field have started to believe that by the transition of
business style has already started in this sector from operator base business to shop
level business. To survive in the shop level business the suppliers have to be
proactive.
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GRAMEENPHONE
• GSM 900 and recently granted for 1800, Started operation in March 1997.
• Current subscriber base is 2.8 million.
• Family involved directly with GP 900 & indirectly 75,000.
• The shareholders of GrameenPhone: Telenor (65%) Grameen Telecom
(35%),
• Network coverage: all over the country (61 districts).
• Technology target in 2005: EDGE, which will support all multimedia
mobile phone.
BANGLALINK
• Orascom has bought the major shares of this company and started
operation as Banglalink.
• GSM 900, Started operation in August 1998
• Current subscriber base is 1 million
• Network coverage is limited in 11 major districts including Dhaka,
Chittagong & Sylhet etc.
• Network coverage: all over the country 61 districts (recently).
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CITYCELL
• Started operation with AMPS in August 1993 and later shifted to CDMA
in 1999.
• Current subscriber base is 0.7 million.
• Technology target in 2004: CDMA 2000 – IX
• They have coverage almost all over the country (55 districts).
AKTEL
• Telekom Malaysia Berhad and A.K. Khan & Co. Limited which was
established in the year 1996 and services launched in 1997 under the brand
name AKTEL
• GSM 900 & 1800 Current subscriber base is 3 million
• Network coverage: all over the country 61 districts
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• Opportunity for low entry handsets with in approx. USD 50.00 (C&F
cost).
• Although selling law by the operators are SIM + Handset, but recent
practice by the customers is to buy SIM only.
• Prefers handsets purchase from gray market.
Chapter Nine
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Strength
GSM Technology.
Better reputation
Effective human resources
Quality top management
Quality billing system
Quality customers care system
Expertise and experience of parent company
Better liaison with foreign GSM operators
Long range strategic planning
Market research unit
Strong dealer network
Good reputation.
Weaknesses
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Opportunities
Threat
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RECOMMENDATIONS
The recommendations given below are not decisions; rather they are only
suggestions to improve the customer service in order to fulfill the customer
satisfaction so that subscribers give more preference to AKTEL Pre-paid
connection. And thus AKTEL will able to survive in Competition of Telemarketing
in Bangladesh.
The recommendations are made on the basis of survey, findings and analysis.
These are:
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CONCLUSION
The present study has attempted to describe the competitive situation in mobile
industry. More specifically in this study customer’s view regarding the suitable
positions of the companies in the mobile industry. All company trying to operate
there level best to become leader in this industry. The intention of this study was
to find out the consumer view to the companies. People need to communicate
effectively. So, it is very important to select how effectively the operators are
giving service. In service industry which is more important that is service. And
which company can give this service effectively it will be the leader in this
industry. Now a day’s the consumer could easily communicate with the BTTB
easily by using prepaid card spontaneously. And many other up-to-date service &
package like djuce by GP, GPRS service by AKTEL, Roaming facility and Real
Time belling that is one second pulse.
However, this study helped to identify the current position of AKTEL & other
companies. Hopefully the findings and analysis will fulfill the demand of the main
topics.
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Chapter Ten
APPENDICES: Questionnaire
Sample and References
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QUESTIONNAIRE
A questionnaire for measuring the factor that affects the preference of the
subscribers in purchasing pre-paid connection.
Sir
We are doing a research to understand the reasons for using AKTEL’s Pre paid
connection. This questionnaire will guide us to note down each factor that effect
your preference towards a particular brand. Please give your honest opinion.
1. Which area do you live? ... ... ... ... ... ... ... ... ... ... ... ... ... ... ... ...
o AKTEL
o CITYCELL
o Banglalink.
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o AKTEL
o CITYCELL
o Banglalink.
4. Which mobile phone operator gives you more quality service for network
coverage?
o GrameenPhone.
o AKTEL
o CITYCELL
o Banglalink.
o AKTEL
o CITYCELL
o Banglalink.
o 20 - 25 o 41 - 45
o 26 - 30 o 46+
o 31 - 35
o Service
o Business
o Student
o House wife
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o Others
o Business
o Office use
o Security reasons
o Others ----------------
o AKTEL
o CITYCELL
o Banglalink.
(For the following question, mark from 5 to 1 scale. 5 = strongly agree, 4 = agree,
3= neutral, 2 = disagree, I = strongly disagree.)
Scale SA S
D
Quality of service
GrameenPhone 5 4 3 2 1
AKTEL 5 4 3 2 1
CITYCELL 5 4 3 2 1
Banglalink 5 4 3 2 1
GrameenPhone 5 4 3 2 1
AKTEL 5 4 3 2 1
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CITYCELL 5 4 3 2 1
Banglalink 5 4 3 2 1
Promotion
Grameen phone 5 4 3 2 1
AKTEL 5 4 3 2 1
CITYCELL 5 4 3 2 1
Banglalink 5 4 3 2 1
REFERENCES
Books/Texts:
1. Principles of Marketing
2. Marketing Management
3. Consumer Behavior
4. Organizational Behavior
Websites:
1. www.aktel.com
2. www.grameenphone.com
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3. www.citycell.com
4. www.banglalinkgsm.com
Monthly Mobile
The Financial Express
The Business Bangladesh
Various publications by the mobile phone operators in time to time
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