Non Price Competition tools : Banglalink

Company Profile:

Orascom telecom Bangladesh limited ("Banglalink") is a 100% owned subsidiary of Orascom

telecom holding s.a.e., Egypt, ("oth") in Bangladesh. In September, 2004, Orascom Telecom
Holdings purchased 100% of the shares of Sheba Telecom (Pvt.) Limited (“Sheba”). It was
acquired by oth in 2004, and after a complete overhaul and the deployment of a new gsm
network, its telecommunication services were re-launched under the brand name Banglalink.
When Banglalink began operations in Bangladesh in February 2005, its impact was felt
immediately: overnight mobile telephony became an affordable option for customers across a
wide range of market segments.

Banglalink’s success was based on a simple mission: "bringing mobile telephony to the
masses" which was the cornerstone of its strategy. Banglalink changed the mobile phone
status from luxury to a necessity and brought mobile telephone to the general people of
Bangladesh and made a place in their hearts. The mobile phone has become the symbol for
the positive change in Bangladesh.

This positive change that is quite correctly attributed to Banglalink has become the corporate
positioning of Banglalink and is translated in their slogan "making a difference" or "din
bodol". "Making a difference" not only in the telecom industry, but also through its products
and services, to the lives of its customers. This corporate stance of "making a difference" has
been reflected in everything Banglalink does.

Banglalink attained 1 million subscribers by December 2005 and 3 million subscribers in

October 2006. in less than two years which is by December 2007, Banglalink overtook aktel
(Robi) to become the second largest operator in Bangladesh with more than 7.1 million
customers. and on August 20, 2008, Banglalink got past the landmark of 10 million
subscriber base. As of November, 2009, Banglalink has a subscriber base of 12.99 million
Banglalink currently has 15 million subscribers as of march 2010, representing a market
share of 26%.

Growth over the last years have been fuelled with innovative products and services targeting
different market segments, aggressive improvement of network quality and dedicated
customer care, creating an extensive distribution network across the country, and establishing
a strong brand that emotionally connected customers with Banglalink

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Non Price Competition tools : Banglalink

History of Banglalink:

Sheba Telecom (Pvt.) Ltd. was granted license in 1989 to operate in the rural areas of 199
upazilas. Later it obtained GSM license in 1996 to extend its business to cellular mobile,
radio telephone services. It launched operation in the last quarter of 1997 as a Bangladesh-
Malaysia joint venture.

In July, 2004, it was reported that Egypt based Orascom Telecom is set to purchase the
Malaysian stakes in Sheba Telecom through a hush-hush deal, as Sheba had failed to tap the
business potentials in Bangladesh mainly due to a chronic feud between its Malaysian and
Bangladeshi partners. An agreement was reached with Orascom worth US$25 million was
finalized in secret. The pact has been kept secret for legal reasons, considering financial
fallout and because of the feud. The main reason for the undercover dealing was the joint
venture agreement between the Bangladeshi and the Malaysian partners, which dictates that if
any party sells its Sheba shares, the other party will enjoy the first right to buy that.

Integrated Services Ltd. (ISL), the Bangladeshi partner, was being ‘officially’ shown as
purchasing the shares held by Technology Resources Industries (TRI) of Malaysia for $15
million. ISL then paid another $10 million to Standard Chartered Bank to settle Sheba's
liabilities. In September, 2004, Orascom Telecom Holdings purchased 100% of the shares of
Sheba Telecom (Pvt.) Limited (“Sheba”). It was acquired for US$60 million. Sheba had a
base of 59,000 users, of whom 49,000 were regular when it was sold. Afterward it was re-
branded and launched its services under the “Banglalink” brand on February 10, 2005.
Banglalink’s license is a nationwide 15-year GSM license and will expire in November,
2011. In March, 2008, Sheba Telecom (Pvt.) Limited changed its name as Orascom Telecom
Bangladesh Limited, matching its parent company name.

Mission and Vission of Banglalink:

 Mission
Banglalink mission is to satisfy all communication needs of the developing markets which
the organization serves. It is company belief that there is viable economic model to serve
emerging markets while availing affordable quality. The organization is racing to serve the
largest possible number of customers, covering the most populous countries in the world. The
organization believes that by positioning ourselves as the primary provider of communication
services. It can

 Vision
To become one of the worlds’s leading telecom operators providing the best quality services
to the target customers, value to the shareholders and a dynamic, challenging and fun
environment for the employees.

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Non Price Competition tools : Banglalink

Non-price competition of Banglalink:

Non-price competition is a marketing strategy "in which one firm tries to distinguish its
product or service from competing products on the basis of attributes like design and
workmanship" The firm can also distinguish its product offering through quality of service,
extensive distribution, customer focus, or any other sustainable competitive advantage other
than price. It can be contrasted with price competition, which is where a company tries to
distinguish its product or service from competing products on the basis of low price. Non-
price competition typically involves promotional expenditures, (such as advertising, selling
staff, sales promotions, coupons, special orders, or free gifts), marketing research, new
product development, and brand management costs.

Firms will engage in non-price competition, in spite of the additional costs involved, because
it is usually more profitable than selling for a lower price, and avoids the risk of a price war.

Competition among firms that choose to differentiate their products by non price means, for
example, by quality, style, delivery methods, locations, or special services. Non price
competition is often practiced by firms that desire to differentiate virtually identical products.
More specifically Non price competition can be said, Competition between companies that
involves something other than lower prices. That is, rather than advertising the lowest price
for a product, a company may advertise that is has the best quality, the most convenience, or
even the best branding. Non price competition is especially important where competition is
stiff and companies cannot afford to charge much less than they already do.

Here some of the non price competition tools used by Bangla link are discussed bellow:

• Strong Brand
• Innovative Advertisement
• Extensive Distribution
• Distinctive Product and service
• Aggressive Promotion
• Dedicated Customer Care
• Corporate Social Responsibility

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Non Price Competition tools : Banglalink

Strong Brand:

Brand is defined as "A name, symbol, design, or some combination which identifies the
product of a particular organization as having a substantial, differentiated advantage".
Branding is an effective marketing strategy tool that has been used with frequent success in
the past. Today, branding is experiencing a new popularity resulting from new, innovative
applications.

Name:
Banglalink is a very popular and well-liked strong brand in our country. The objective of this
brand name is to give customers a brand that links the people of Bangladesh. Banglalink is
working hard to promote the brand name Banglalink so that the name stands for high value,
trust, consistency and reliability which would influence people to form a very favorable
attitude towards Banglalink.

Logo:
The meaning of Banglalink logo is tiger which is national animal of Bangladesh. Banglalink
wants to become the national asset of Bangladesh. This is why it used the symbol.

Slogan: 'making a difference'

The tagline of Banglalink 'making a difference' has been formally launched in 2007-
enhancing the corporate platform for the mother brand. The corporate brand strategy is to
establish 'making a difference' as the platform for the brand. The communication strategy is
to produce television commercials based on true stories of Bangladeshi people who started
with nothing, have achieved success and glory in their respective fields and have made a
difference in life. To support this, events, sponsorships and activations under the corporate
brand have also been chosen with ones that have the essence of 'Making a Difference'.

Creative Advertisement:

In their advertising Banglalink try to educate their customers about the tariff rate during the
peak period and off peak. Which is helpful to stimulate customer’s behavior to use network
during the period of low demand? The advertisement also used to highlight the manipulation
of other marketing mix elements to get specific response to the customers. This is why in
their advertisement Banglalink provide information regarding their service offerings,
supplementary services, dedication of service personnel etc. In 2006, Banglalink also became
a leader in terms of its advertising quality and setting very high standards for competition and
others.

TV Commercial:

The corporate TV commercial of "Din Bodol" based on the theme "Making a Difference in
People's Lives", touched everyone through out the country and was adjudged the best TVC of
the year according to the leading dailies of the country like Prothom Alo and New Age. This
TV Commercial has become a matter of national pride for Bangladesh as it has been
nominated for the best TV Advertisement of the year with 4 other international television

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Non Price Competition tools : Banglalink

commercials at the GSMA Award 2007. GSMA Award is considered to be the Oscar of
mobile industry. The most popular TV commercials of Banglalink are Din bodol, Banglalink
network 2008, Banglalink desh part 1,2,3,4, Jagoroner gaan, 21st February-2007,2010, 26th
March, 2007 etc.

Newspaper:

The advertising tools that Banglalink uses as a media to communicate with the existing and
potential customers are the daily Newspapers of Bangladesh. Every promotional campaign
and offerings are informed to the customer through the advertisement of newspaper.
Banglalink wants to communicate the objectives of the any program/project/event with the
target crowd through newspaper insertions.

Billboards:

Bill board is the advertising tools that are used by Banglalink. Giant bill boards are set up
across the nation where the crowd is relatively higher displaying the new offer of the
company. After a certain period of time the new advertisement replaces the old one.

Push-pull Door Painting:

One of the unique advertisements of Banglalink is push-pull door painting of stationary,

shops beside the roads of city. The whole push-pull door is painted with orange and the logo
of Banglalink is placed on it. This is done with the negotiation with the shop owners.

Interior Decoration:

Another advertising tools used by Banglalink is interior decoration of Recharging Center.

The interior walls of recharging centers of mobile phone from the user of different mobile
operator recharge their mobile phone are painted with orange color and Banglalink logo
decorated with the poster, banner, and festoon of Banglalink.

Signage Board:
Banglalink uses electrical signage boards on the top of roadside shops, restaurant, market etc.
that is very much effective method display advertising. Banglalink prepares this signage
board for their own cost according to the choice of owners of shops, restaurant and market.
This signage boards are orange in color having Banglalink logo and display the name and
address of shops, restaurant and market.

Rickshaw Plastic:

Banglalink provided orange colored Rickshaw plastick designed with Banglalink logo for the
rickshaw puller to protect the padssengers from rain during rainy season.

Extensive Distribution:

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Non Price Competition tools : Banglalink

Banglalink is constantly investing and expanding infrastructure to ensure high quality service
for our customers. Nationwide fiber optic network is a great example of this and speaks of
our relentless commitment. Banglalink will continue to strive to provide an excellent
network. Banglalink has been expended its coverage al most all the parts of Bangladesh.

Name of Division No. of Coveraged Thana

Barisal 41
Chittagong 86
Dhaka 143
Khulna 65
Rajshahi 129
Sylhet 35

Banglalink initially failed to expand its network keeping pace with increased numbers of
subscribers. This is because Banglalink was the fastest growing mobile operator at that time
in the whole world.

However, Banglalink have invested heavily in 2007 and continued that in 2008 for improving
network quality. Banglalink's network coverage and network quality improved considerably
and is among the best in Bangladesh now. Especially Banglalink has the best international
call quality in Bangladesh

Delivering services to the customers involves decision on the place and time of the delivery
to as well as methods and channel used. Banglalink distribute their services to the final
customers through the retail outlet, BSP (Banglalink Service Point) etc. The dealer of the
retail outlet gets the commission on the basis of the specific sales proportion. In addition to
Banglalink take security money from their dealer.

Banglalink continues to offer products and services approaching different consumer segments
with distinct communication needs. Banglalink focuses heavily on enhancing service and
quality as well. In 2006, enhancements were done in terms of network quality and customer
service. There was aggressive improvement of indoor coverage, and wherever necessary,
especially in-building solutions were installed in case of enterprise customers and corporate
clients. To provide better customer service, a new, expanded, state of the art call center has
also been established. At the end of the 2006, there have been a six customer care centers and
63 franchise centers across the country attending various customers with different queries.

Targeting the corporate and SME segments, Banglalink has launched "Banglalink Enterprise"
with state of the art services including GPRS, corporate SMS broadcast, dedicated customer
relationship management, and customized packages. Banglalink enterprise offers customized
telecom solutions for different businesses as per their requirements and the objective of
Banglalink enterprise is to assist the clients at every step as their businesses grow.

Distinctive Product and Service:

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Non Price Competition tools : Banglalink

Banglalink also offers extensive range of value added services for customers. Recently,
interactive voice portal has been launched for customers who are not SMS savvy. Banglalink
'Amar Tunes' (CRBT) service is extremely popular with customers with a rich library of
English, Hindi, Bengali and Arabic songs - all ready to be set as caller ring back tones.
Banglalink has also been the first operator to launch Missed Call Alerts for customers. In
addition services like Song dedication; logo and ring tone download; and i'bubble (voice
message) make the portfolio rich. Banglalink has also launched GPRS in most major cities
and will extend to major districts by end of 2007. Banglalink provides the following services

• Information based services

• Entertainment Service
• Data based services
• Call management services
• Financial services

Information based services

Blood bank

When it comes to making a difference, Banglalink is always in the forefront. Be it by

providing innovative but affordable telecommunication service or through enhancing the
wellbeing of this country. Hence, this time Banglalink launched "blood bank 8008" service to
provide information regarding availability of blood. "blood bank 8008" is basically a call
center based service whereby Banglalink subscribers will be able to dial the short code 8008
and receive information/enquiries regarding the availability of blood including the location of
nearest blood bank, hospitals or individual donors, etc. people who are interested to donate
blood can also get information regarding donation campaigns.

Healthlink

Banglalink, in its continuous endeavor to provide its customers with innovative and
convenient services, has launched Healthlink service for its customers. Through this service,
Banglalink subscribers will now be able to get health counseling services through third party
(managed by synesis it) call center. Banglalink customers can just dial 789 and they will be
put through to a call center agent of Healthlink. These agents are all MBBS professionals and
specially trained to provide health issue related consultancy over phone.

Banglalink jigyasha

The growth of smes is crucial in the path of developing the economy of Bangladesh.
However, the existing and potential sme owners are often faced by difficulties regarding
access to necessary information required to prosper in business. Realizing these difficulties,
Banglalink brought Banglalink jigyasha under which two separate kinds of services are being
offered.

Krishi jigyasha 7676: Banglalink has introduced krishi jigyasha 7676 which will provide
suggestions and answers to any queries related to agriculture, vegetable and fruit farming,

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Non Price Competition tools : Banglalink

poultry, livestock, fisheries etc. Banglalink is the pioneer in Bangladesh in launching such a
service.

Babsha jigyasha 7677: Banglalink brought babsha jigyasha 7677, a one stop solution for
existing and potential sme owners in need of business related advice. Now it is possible to
just dial 7677 and get useful advice on important issues relating to business, 24/7, which not
only saves valuable time and effort but also minimizes operational cost.

i'info

A sms based subscription news service which ensures that you are always updated on the
latest happenings. currently the following categories are available: sports (sn) - football,
cricket, tennis etc. entertainment (ent) - updates from cineplex, schedules from baily road,
scoopes from bollywood etc. technology (tech) - updates on latest computers, softwares,
cellphones, space exploration etc.

Railway junction

Just another milestone from the house of innovative value added services of Banglalink is
Banglalink junction - railway information service. This service will allow Banglalink prepaid
and postpaid subscribers to check information on the below features: destination wise train
info - seat availability information - class wise ticket fare information - train delay schedule -

Yellow pages

This value added service enables you to access Bangladesh yellow pages through your
Banglalink mobile phone. you can access information of airlines, banks, hospitals, embassies,
restaurants, trains, travel offers, etc. by just dialing 2727. Please ask for your desired
information to the operator and you will get the information within a few moments.

SMS (text, quotes & jokes)

Short message service (sms) is a value added service where one can send message via text.
One 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.

Quran ivr

Banglalink has launched an ivr based surah and tarjoma service for the first time in
Bangladesh which will be of help to a great deal of population who do not understand arabic.
Through this service, Banglalink customers will be able to listen to any surah from the holy
quran with its tarjoma (bengali translation). In order to avail this service, customers have to
dial 4567. While listening to a certain surah, press 3 for going to the next surah. Also, for
going back to the previous surah simply press 1.

Entertainment Service

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Non Price Competition tools : Banglalink

Golpo chora gaan

Get fairytales, rhymes, songs and poems for your dear child on your Banglalink connection!
Banglalink has launched Banglalink golpo chora gaan just for your kid’s entertainment!
Banglalink golpo chora gaan is an ivr based service which will enable Banglalink subscribers
to listen to bangla & english rhymes, poems, fairytales and songs for children just by dialing
5432

Friend finder

Banglalink friend finder: finding your friends was never so easy! Introducing the all new
Banglalink friend finder, from now on send a sms to 2424 and find out where your friends are
located. Friend finder is a sms based location tracking service which allows you to locate
your friend provided the access is granted by your friend. Similarly, your friend can also
locate you by following the same process.

Amar tune

Now treat your friends and family to your favorite songs every time they call you. Choose
from a wide range of Bangla, Hindi and English songs. Dial 2222 and follow instructions.
When you download a song, you will automatically be subscribed to the service.

mig33

mig33 is a globally famous social communications and entertainment community service on

the mobile phone.

Banglalink messenger

Welcome to Banglalink messenger; the ultimate chatting tool on your mobile! It is a user-
friendly chat and messaging service that offers three key services: make-a-friend, chatrooms
& connectivity to "yahoo, msn and icq" instant messengers through sms.

Song dedication

For the first time in Bangladesh, Banglalink launched song dedication service over ivr
(interactive voice response). Through this service, any Banglalink customers may dial a short
number 4226 (gaan), browse and select a song from the list of available category of songs
and send it to any mobile number immediately or in a specific time and date. This dedication
is sent without any additional cost- only browsing charge is applicable. a customer may also
add his/her personal voice message for 15 seconds to be sent with the song.

SMS adda

SMS adda is a new service that allows you to chat through SMS with a group of people about
different topics.
Power menu

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Non Price Competition tools : Banglalink

Just dial *789# presenting the Banglalink power menu! this is a comprehensive value added
service menu that gives you all the services (such as cooking recipes, logo and ring-tone
downloads, picture messages, jokes, quotes, movie top charts, etc) that you may want with
the touch of a button. You don’t have to remember any lengthy codes or syntaxes for
downloads anymore -just dial *789# and start browsing!

Music station

Ever wished you could decide the songs playing on radio? Irritated with commercial breaks?
Having trouble accessing fm radio channels from your area? Your mobile phone is not
compatible to listen to the radio? Now, all you need to do is simply tune-in to "Banglalink
music station" and enjoy the non-stop music all day long! Banglalink music station 5858 -
which let’s you listen to music of your choice anytime, anywhere from a list of more than
14,000 full songs from more then 22 different category of music channels - bangla classical
music to pop & rock, bollywood hits and popular english tracks. One can also create their
own playlist of favorite songs and listen to them anytime they wish!

SMS email

Banglalink smsemail allows you to have a unique e-mail address. You will be able to send
and receive e-mails from anywhere in the world. You don’t need to have expensive
computers or even the internet to send and receive e-mails.

Voice adda

Banglalink voice adda is a 24 hours open voice based service which allows all Banglalink
pre-paid ( Banglalink desh & Banglalink desh rong ) & post-paid ( Banglalink enterprise)
customers to dial 3678 and voice chat with friends. it is a place where you can make new
friends & talk non stop on your favourite topics - while maintaining complete
confidentiality.Voice adda is similar to chatting on-line on the internet, the only difference is
that you don’t need to type -but can actually talk to the person on the other side

Voice portal

The speech recognition based Banglalink voice portal 4848 service with interactive voice
response (ivr) & sms based subscription options that will allow Banglalink users to dial the
short code 4848 and get the updated information on sports, fun, devotional and infotainment
categories.

Ring tones

Have your favorite Bangla, English, or Hindi ring tones now on your Banglalink phone. Let
them speak for you! Ring tones are available for nokia and siemens handsets. Go to message
and type "rt" followed by the code (nokia code / siemens code) of your choice and send it to
444. You will then receive the ring tone on your mobile phone. Look out for new ring tone
codes in the newspapers and at your nearest Banglalink outlet.
Logos

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Non Price Competition tools : Banglalink

Customize your Banglalink phone with a unique logo reflecting your style. Operator logos
are currently available for nokia and siemens handsets. Go to message and type "oplogo"
followed by the code (nokia code / siemens code) of your choice after and send it to 444. You
will then receive the logo on your mobile phone.

Picture messages

You can send the picture message from any handset, please note that only nokia handsets can
receive picture message. go to message and type pm<space>[destination
number]<space>code<space>and send it to 444. Your will receive the confirmation message
once the destination number receives the picture message with the greeting message you sent.

Data based services

Banglalink internet

Banglalink internet (gprs packages). enjoy the power of internet now on your mobile with
your pre-paid, post-paid and call & control connection too. With Banglalink gprs you can
send and receive e-mails and browse the internet or download contents through your mobile.
be always online even when you are out of home or office; stay updated with your work and
the world around. Currently Banglalink is providing two different gprs packages

p1: pay as you go - this package can be activated from all connections of Banglalink by
sending p1 to 3343. The charge for this service is bdt 0.02/kb for prepaid users and bdt
0.015/kb for postpaid users and call & control users. (Excluding vat)

p2: unlimited internet - this package can be activated from all postpaid connections and all
the prepaid desh customers’ connection. Just send sms with keyword p2 to 3343 to activate
this service. The charge for this service is bdt 650/month (excluding vat).

Banglalink internet modem

Banglalink has always tried to keep their customers updated with access to the latest
information and technology. Keeping in line with such efforts, this time Banglalink
introduced Banglalink internet modem which is available at only tk. 3200. Upon activation of
the sim, all a user needs to do is insert the sim into the modem and start browsing!

Banglalink phonebackup

Banglalink has always tried to make a difference in the lives of common people by providing
innovative and useful communication solutions. In line with such efforts, this time Banglalink
brought Banglalink phonebackup! Banglalink phone backup is a service that safeguards all
data of a mobile phone including contacts, calendar & tasks, sms, photos, videos and audio.
the phone backup service copies your mobile phone’s data in a secured manner to
Banglalink’s phone backup system, and also enables you to restore the saved data on your
phone (new / existing) whenever you change your phone or in case you lose the data
accidentally.

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Non Price Competition tools : Banglalink

Vehicle tracking: ntrack

Protect your car through vehicle tracking system. Monitoring and safeguarding any vehicle is
now possible sitting at home! ntrack vehicle tracking system is a state-of-the-art service
which enables anyone to track a vehicle or a fleet to ensure better security of vehicles by
reducing auto theft which is an alarming issue these days in major metro areas. With this
service, you can even switch off your car from a remote location. All you need is a GPRS
enabled handset and a Banglalink data package to go to internet and you can monitor the
vehicle live.

Stock info

Banglalink stock info service is a mobile phone based application that allows Banglalink
subscribers to get live stock information of Dhaka and Chittagong stock exchange. This
application runs on java enabled handsets.

Azan alert

Azan alert is a java based software that can be downloaded by a wap-link push sms and can
be used in any java enabled handset. This software will provide the following facilities: sahri
time Fazr prayer time Johor time Asar time Magrib time Iftar time Isha time Sahri and Fazr
time for the next day. Azan alert can be localized according to the time-zone of 18 major
cities of Bangladesh and also has a daylight saving formula which can be used all year round.
In order to avail this service, subscribers have to type azan and send SMS to 4646 and the
download link will be sent in a return SMS.

Call management services

Banglalink easy divert

Since its inception, Banglalink has always tried to be in the forefront with its innovative
basket of products and services. In line with such efforts, for the first time in the country,
using its own technical resources, Banglalink has launched Banglalink easy divert!

Voice message

Banglalink launches for the first time in Bangladesh voice message. Through this service,
Banglalink customers may send a message as voice instead of text. Subscribers will be able to
record voice messages and send it. This will eliminate the typing interface problem used in
text-based sms and replace it with a fast and easy-to-use voice based interface. Moreover, it
will overcome the language barrier of sms.

e-isd

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Non Price Competition tools : Banglalink

Talk to the world at economy rates. Call 55 countries around the world at economy rates.
dial: ’012’ + country code + area code + destination number .

Call block

Now block all unwanted callers. Do you often see yourself taking calls you don’t want to?
Well, you can now block all unwanted callers with Banglalink call block service.

Call me back

Using this service all prepaid customers of Banglalink can send request to another Banglalink
number (prepaid and postpaid) to call him back if he/she has low balance in mobile account.
Only active Banglalink prepaid connections having a balance between tk.0.15 to tk.1.00 will
be able to send a call back request. To send a request they need to type *126* the Banglalink
number they want to send call back request to # and then dial send. The requested person will
be notified through sms and the requester will get a confirmation sms that the request has
been sent.

Missed call alert

missed call alert service will notify you about all the calls made to you when your mobile
phone is unreachable or due to any of the below reasons, handset switched off, out of network
or coverage area, battery exhaustion, phone is busy or not answered when you switch on your
mobile phone, you will receive notification of missed calls via sms. The sms will detail the
calling party’s mobile number, time & date when the call was made.

Conference call

Talk with your friends together...wherever, whenever. Conference call service enables
Banglalink’s prepaid and postpaid subscribers to call more than one person in one call) at the
same time. All the parties in a conference call will be connected together and they can talk to
each other through the party originating the call. Businessmen, professionals and even regular
users are benefited from the service for better communication and time management.

Call waiting

You can take a second call while you are on the phone without losing the first one. To
activate call waiting press: *43# send or ok. To deactivate call waiting press: #43# send or
ok

Caller line identification presentation

Caller line identification presentation (clip) is a supplementary service that allows you to see
the number of the caller on your mobile screen before you answer the call. This is a standard
feature available to you and you do not need any activation for this service.

Financial services

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Non Price Competition tools : Banglalink

Banglalink bill-pay service

Banglalink bill-pay service offers a simple and convenient method for you to pay your
electricity bills. Now you can easily pay your electricity bills from your Banglalink mobile
phone, at any time, 7 days a week, as well as the nearest bill-pay point that has been
authorized by Banglalink. This electronic process automatically updates the paid bills of bpdb
consumers of mymensingh and rangpur zone.

Mobile remittance

Banglalink in collaboration with dhaka bank ltd (dbl) and eastern bank ltd (ebl) jointly
launched mobile remittance, the first ever for Bangladesh as well as for south asia. This
service is a highly secured, convenient, reliable, fast and cost-effective remittance system.

Beneficiaries with Banglalink mobile connections will be able to open mobile wallet accounts
either at dhaka bank or eastern bank from selected Banglalink mobile cash points by
submitting necessary identity documents and account opening forms. Mobile wallet account
holders can receive the remittance directly in their mobile wallet account. if the beneficiaries
do not have Banglalink mobile connections, they can still receive the remittance by receiving
a secured and unique transaction reference number which is forwarded to them by the sender.
in that case, the beneficiaries will have to go to the designated Banglalink mobile cash points
with proof of identification and request for the disbursement by submitting the transaction
reference number, the exact amount and the bank name.

Aggressive Promotion:

Post Paid

At Banglalink, we understand that your needs and usage patterns are unique. This is why we
believe in giving you choices so you can pick what you need. Rather than offering you the
same solution as everyone else, our Banglalink postpaid packages are tailored to serve your
exact purposes and give you the best value for money.

1. Boundary bonus

Banglalink again launches its striking offer - “boundary bonus”. Under this offer,
customers will be able to enjoy 100% bonus on their incremental usage in june over
may (any incremental amount). This means that the customers will have to increase
usage in the period of june 1 - 30 over the period may 1 -31.

Customers will have to register for this promotion by typing “reg” and sending sms to
2020.

Offer details

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• this offer is applicable for all Banglalink customers (including all prepaid, call &
control and postpaid) who activated their account before 31 may 2010
• any inactive customer is also eligible to avail this offer by using any amount in
june
• customers can check their may usage after 9 june by typing “u” and sending sms
to 2020
• a customer can enjoy maximum tk 1000 as bonus/discount
• bonus can be used to make calls to Banglalink numbers (excluding fnf) from
9am-5pm and will be valid for 15 days after disbursement
• Banglalink postpaid and pco call & control customers will receive the
bonus/discount based on their usage from 1 – 15 july to any Banglalink number
(excluding fnf) from 9 am to 5 pm. for pco call & control customers, bundle usage from
1 – 15 july will not be considered for this promotion.
• eligible prepaid and call & control customers can check the balance and validity
of bonus by dialing *124*3#
• this is a limited time promotion

2. Introducing post-paid unlimited bundle

For the first time in Bangladesh, Banglalink has brought post-paid unlimited package in
the market! Banglalink has always tried to cater to the needs of different segments with
customized solutions. In line with such efforts, post-paid unlimited package is a unique
offer aimed at the highly discerning customers who want more than what is currently
available in the market and who do not want to worry about per minute cost. Currently
there are no special offers or packages that are catered to the high revenue generating
individual customers. This package includes unlimited talk time, unlimited sms and
unlimited internet – the most relevant needs of post-paid customers.

Offers details

• post-paid customers will be offered a package of 3000 minutes to both on-net

and off-net (excluding private pstn, btcl, isd, eisd) and 5000 on-net sms, and 200 mb
internet, against a package fee of tk.2000 (excluding vat)
• package minutes and sms can be used for 24 hours
• validity of package minutes, sms and internet will be bill cycle bound
• customers cannot carry forward the minutes and sms as the validity of the
minutes and sms will be bill cycle bound
• after the consumption of the free 3000 minutes, customers will enjoy flat rate of
tk.0.65/min tariff with 60 second pulse
• bundle minutes, sms and internet will be billed on a prorated basis

Prepaid

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Prepaid is a system where you pay for your phone calls in advance. Prepaid gives you
the freedom to use your mobile within your budget. it is an excellent way to control
your expenditure.

The products, Banglalink prepaid has network mobility feature which helps a subscriber
to move around where Banglalink has its coverage.

Key features of Banglalink pre-paid

• no monthly subscription fee

• lifetime validity for all the prepaid customers who recharged after February 23rd
2007
• Banglalink advance: advance credit feature in case of low balance

1. Bundle promotion

Banglalink has always strived to make a difference with its innovative products and
services for everyone. In line with such attempts, this time Banglalink launched bundle
promotion -designed to offer a cost saving option for the customers who are regular
users of airtime and sms.

with this bundle offer, Banglalink customers can now daily get 30 minutes along with
30 sms by paying only tk.15. to enjoy this offer customers need to dial *132*2#.

Offer details

• eligible customers can enjoy 30 minutes and 30 sms with tk.15 (excluding vat)
• bundle minutes and sms can be used to any Banglalink number for 24 hours
• validity of bundle minutes and sms will be 1 day i.e. till next day midnight
• to enjoy this offer customers need to dial *132*2#. upon confirmation tk.15
(excluding vat) will be deducted instantly and 30 min & 30 sms will be given in
customer’s account
• minute & sms can be used to any Banglalink number 24 hours
• to check the minute & sms balance and validity customer need to dial *124*2#
• a customer can purchase multiple bundles during the promotion period
• vat & conditions apply
• this is a limited time offer

All Banglalink desh, desh rang, ek rate, ek rate darun, rangdhonu, Banglalink sme call
& control, Banglalink postpaid (call & control) and Banglalink business call & control
customers can enjoy the offer.

2. Daily unlimited sms offer

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Banglalink brings daily unlimited sms offer only at tk.5! this offer is applicable for all
Banglalink desh, desh rang, ek rate, ek rate darun, rangdhonu, Banglalink sme,
Banglalink postpaid call & control and Banglalink business call & control customers.

Offer details

• customers can buy 500 sms daily at only tk.5 (excluding vat)
• Bundle sms can be used to any Banglalink number and will have 1 day validity.
Customers will enjoy effective validity of 24 hrs to 48 hours.
• customers can buy multiple bundles during the promotion
• customers can buy the sms bundle by sending a request to *132*1# and the
amount will be deducted instantly from their account

3. Innovative reactivation offer

Banglalink launches an innovative reactivation offer for its customers who have been inactive
since 7 june 2010. With this offer, while making call customers can enjoy 1 free minute after
every 1 minute in a call they make during promotion period.

Offer details

• All inactive Banglalink prepaid, Banglalink sme call & control and Banglalink
postpaid (call & control) customers who are not using their connection since 7th june
’10 will be eligible for this promotion.
• 1 min free after every 1 min in a call will be applicable for calls to non-fnf Banglalink
numbers during 9am to 5pm and will be valid for 15 days from the date of availing
the offer.
• To avail this offer eligible customers need to register by sending sms typing ‘reg’ to
short code 2020. sms charge of tk.1 (excluding vat) will be applicable.
• During availing this offer ek rate and ek rate darun customers will enjoy tariffs and
features of ek rate package (87 paisa/min) while all other prepaid customers will
enjoy tariffs and features of desh package.
• All eligible call & control customers will enjoy tariffs and features of sme call &
control package during availing this offer.
• 60 sec pulse will be applicable for calls to non-fnf Banglalink no. during 9am to 5pm
while enjoying this offer. all other package specific tariffs and features will remain
unchanged.
• To check if a number is eligible for this offer or not send sms to 4343 writing the
mobile no. from any Banglalink no. tk.1/sms (excluding vat) charge will be
applicable.

Dedicated Customer Care:

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Non Price Competition tools : Banglalink

Banglalink has set the benchmark in customer care with our state-of-the-art call center,
widest customer care touch points and a passionate & vigilant team always ready to serve
better. One can contact through below channels to get in touch with our customer service
team:
• Banglalink Call Center
• Banglalink Sales & Care centers
• Banglalink Point
• Banglalink Service Center

Banglalink call center

Banglalink strives to give our customers the best of service and the fastest solution. In order
to do that we have state-of-the-art call centre that serves our customers 24 hours 7 days a
week. Banglalink customer care is devoted to make certain that all your queries are answered
without delay, serving for your convenience.

121 (for all Banglalink prepaid, postpaid and call & control customers)
120 (for sms call back service - from Banglalink mobile only)
2727 (for yellow page service - from Banglalink mobile only)
175 (for e-voucher retailer service - from Banglalink e-voucher connection only)

Banglalink Sales & Care centers

Banglalink sales & care centre with a trained team strives to guarantee customer - oriented
service aiming to satisfy the subscribers with proactive attitude and efficient solution. Our
customer care representative will serve you with pleasure.

Banglalink Point

Banglalink points are aimed at providing a complete mobile solution, connections, handsets,
accessories and provide selected customer services like SIM replacement, reconnection, bill
payment etc. They are strategically located at key points around the country. Kallol Group, a
local distribution company, had partnered with Banglalink to operate at least forty Banglalink
points through out the country. As of March, 2008, the deal with Kallol Group has been
called off and Banglalink is focusing on managing its own customer care centers.

Banglalink Service Center

After Sales service is one of the major tools or techniques applied by Banglalink. Banglalink
establishes many customer service centers in and outside Dhaka City. Banglalink care line
offers a dedicated 24/7 service to answer all your queries. 24 hours a day. 7 days a week. Any
queries you may have about: subscribing for a new connection, any form of account
information, coverage details, product information and value added services.

Corporate Social Responsibility:

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Non Price Competition tools : Banglalink

Since the inception as a responsible corporate body Banglalink has undertaken various
initiatives considering the interest of customers, employees, communities and environment.
These initiatives go beyond the statutory obligation/mandatory compliances to voluntary
activities that promote sustainable development. Banglalink vision which focuses on double
bottom line that it should make decisions based not only on profit but also based on social
and environmental consequences is closely linked to the principles of CSR. Corporate Social
responsibility (CSR) is a fundamental part of the way Banglalink does business. It’s an
opportunity to build better relationships with all stakeholders by paying closer attention to
how we fulfill our social, economic, environmental and ethical responsibilities. CSR allows
us to align our operations with standards and expectations that are increasingly important to
our shareholders, employees, customers and communities where we operate. While most of
our overall environmental impact is indirect, resulting from our financing and investment
activities, we also have a direct impact on the environment through our day-to-day business
operations. We are working towards reducing waste and the more efficient use of resources.
The second step is reducing our indirect environmental impact by managing our investing
activities.

Banglalink donates blankets to orphanages in different regions

In line with the essence of "making a difference", Banglalink has recently initiated a donation
of free blankets across the needy community to help them withstand the spate of extreme cold
wave that is currently continuing throughout the country. On behalf of Banglalink, ms. irum
iqbal, manager, pr & communication donated the blankets at one of the orphanages -
bauniabadh islamia atimkhana, mirpur, pollobi, dhaka. Free blankets were also distributed in
other orphanages of rajshahi, borga, mymensign, khulna, chittagong and dhaka regions. As
children are the most vulnerable, they are the most affected also. Orphanages across the
country are ill-equipped and hence children often have inadequate means to brace themselves
from the cold spell. to help these underprivileged children, Banglalink has taken a special
initiative to distribute approximately 5000 blankets in various orphanages across the country.
Today’s children are the future of tomorrow and Banglalink truly believes in this potential.
Time and again, focused attention has been given on deprived children through small
initiatives that made a big difference in their lives. During last ramadan, Banglalink
conducted a number of csr activities concentrated on helping underprivileged children,
including distributing iftar and dinner during the whole month in various orphanages.

Banglalink special services at Hajj Camp

Banglalink hands over necessary equipment for providing some special services at Hajj Camp
to Adviser to the Ministry of Religious Affairs Major General (retd) ASM Matiur Rahman in
the city this year. Like the previous year, Banglalink continues its CSR activities for the Hajj
pilgrims this year as well. Last year Banglalink provided pure drinking water at the Hajj
Camp and the Hazrat Shahajalal International Airport. This year, Banglalink has added some
extra facilities, such as pure drinking water, necessary medicines, free phone kiosks and
buses for shuttle services (airport drop service for the Hajjis).

Banglalink sponsors modhu mela 2010 in Jessore

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Modhu mela 2010 in sagordari, jessore organized by jessore district administration and
sponsored by Banglalink started yesterday on 22nd january, 2010. The fair has been
organized to celebrate the 186th birth anniversary of Michael Madhusudan dutt. Michael
Madhusudan Dutt was a man of real, though somewhat erratic, genius, and a courageous
innovator of forms and types which altered the whole course of bengali literature and added
new dimensions to it. to his adventurous spirit we owe blank verse and the sonnet, our first
modern comedy and tragedy, and our first epic. he is the pioneer of the new (western
influenced) poetry and the new drama. the heroic note he introduced into bengali poetry gave
it a power and weight, a richness and elevation, it never had before. As a part of their regular
effort, jessore district administration has organized modhumela-2010 from 22nd january at
the poet’s birth place in sarogdari, jessore. it has become a tradition to hold the festival for
the locality and people from all walks of life, both urban and semi urban come to attend it. the
fair includes a cultural program and is expected to attract more than 100,000 visitors daily.
Banglalink, the second leading telecom service provider in the country continues to support
many cultural activities and festivals across the country. in line with Banglalink’s continuous
effort to promote national culture and heritage, Banglalink has sponsored modhumela-2010
for the second consecutive year.

Banglalink sponsors boishakhi utshav 1417

the 1st day of the bengali new year (pohela boishakh) which is celebrated on 14th april of
every year is the biggest and most colorful cultural event for the people of this country.
usually on pohela boishakh, people spend much of the day attending festive events, visiting
relatives, friends, and neighbours, eating special bengali foods such as panta-bhat, hilsha,
variety of pithas, etc. boishakhi fairs are organized throughout the country where various
traditional handicrafts, toys, variety of savory foods and sweets are sold. the fairs also
provide entertainment with singers and dancers performing traditional boishakhi songs,
different variants of bengali folk songs like- pala gan, kobigan, jarigan, gambhira baul,
marfati, murshidi and bhatiali songs etc. other attractions are puppet shows, merry-go-rounds
& jatra.

Banglalink sponsors Bashanta Utshab 1416

Bangladesh is a country of colorful seasons and festivals. as a part of it, the "bashanta utsab"
was held at the institute of fine arts, university of dhaka and robindro sorobor, dhanmondi,
which was organized by jatio boshonto utshov udjapon porishod. the event was sponsored by
Banglalink for the third consecutive time. pohela falgoon marks the beginning of "bashanta"
i.e. the spring season and it has special significance in the Bangladeshi culture. it is a
beautiful season that captivates the senses and leaves one cheerful and full of the zest of life.
Banglalink has been sponsoring this event for the last three years. the bashanta utshab is in
line with Banglalink’s continuous effort to promote national culture and heritage.

Shah Abdul Karim festival observed at dirai

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The two-day ’baul samrat’ (emperor) shah abdul karim folk festival started at dirai upazila on
friday afternoon, the first following his death five months ago. The festival was inaugurated
by shah noor alam jhalak, grandson of shah abdul karim, at ujandhol village, the birthplace of
the legendary poet and singer. The family of the ’baul samrat’ was given a reception by the
sponsoring company, which was proceeded by ’bauls’ performing the songs of shah abdul
karim. This year about 50,000 visitors was enjoying this festival. Banglalink, the 2nd leading
telecommunications service provider in the country has always encouraged and stood by
cultural empowerment through such programs. This is the third consecutive year, Banglalink
has sponsored this event.

21st national robondrosangeet festival sponsored by Banglalink.

Banglalink sponsored the "21st robindrosangeet festival" honoring the 149th birth
anniversary of bengal’s most celebrated poet rabindranath tagore. The five daylong events
were inaugurated at the public library auditorium in dhaka on the 4th of may. The "national
robindrosangeet festival" is a traditional event for Bangladesh. the annual musical event
celebrates the life and works of the great poet through his music as various artists from all
over the country gathered during the five day long festival in order to pay their tribute to the
work of rabindranath tagore.

Banglalink has set up meucci solutions to identify illegal voip call termination.

The second largest mobile phone operator Banglalink, in cooperation with the amtob has set
up a state of the art solution by world renowned meucci solutions to identify illegal voice
over internet protocol (voip) call termination. The tool will enable detection of sim cards that
are used for illegal voip connections, which will then be disconnected by the operators. This
is to add that meucci solution is the leader in the business whereby the solution is being used
by 220 operators across 70 countries worldwide.

Banglalink sponsors jagoroner gaan

Music, poetry and other forms of art have directly or indirectly played an integral role ever
since man first raised his voice against oppression, injustice and tyranny. Music is as
important a part of Bangladesh and the bengali speaking masses as is the history of revolution
and nationalism in this land. In Bangladesh, these patriotic songs have a glorious history. In
every step of our national movement, patriotic songs have inspired the mass people to fight
against odds and achieve victory. "jagoran shangskritik charcha o gobeshona kendra" has
taken the initiative to catalogue and preserve hundreds of revolutionary songs that have
accompanied the history of the bengali speaking people. The first effort is, "jagoroner gaan",
a compilation of six compact disks attempting to bring a selection of 71 timeless bengali
compositions that have stood the test of time. Banglalink has contributed in this noble
initiative by patronizing this project as the sponsor.

Banglalink recently sponsored the beautification programme of Rajshahi city.

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Banglalink CEO Rashid Khan inaugurated the launching ceremony of the programme at the
city's Shaheb Bazar Alupotty More Tuesday. A number of distinguished guests, journalists of
different print and electronic media, and Banglalink officials were also present on the
occasion. The inauguration programme was followed by a press meet at Rajshahi Tennis
Complex.

Banglalink inaugural cup golf tournament-2010

"Banglalink inaugural cup golf tournament 2010" was held on friday & saturday, 19th & 20th
march 2010 in army golf club, dhaka cantonment. The tournament was sponsored by the
Banglalink. the inauguration of ciub house complex of army golf club and the prize giving
ceremony of Banglalink inaugural cup golf tournament 2010 were held on saturday, 20th
march in golf garden of army golf club, dhaka cantonment.

Conclusion:

When Banglalink entered the Bangladesh telecom industry in February 2005, the scenario
changed overnight with mobile telephony becoming an extremely useful and affordable
communication tool for people across all segments. Within one year of operation, Banglalink
became the fastest growing mobile operator of the country with a growth rate of 257%. This
milestone was achieved with innovative and attractive products and services targeting the
different market segments; aggressive improvement of network quality and dedicated
customer care; and effective communication that emotionally connected customers with
Banglalink. Banglalink is today the 2nd largest mobile operator in the country. It competes
over the market by differentiating its quality, style, delivery methods, locations, or special
services. It is continuously analyzing the market movements and simultaneously taking
initiatives to compete in the mobile industry to retain their position.

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