2.

Company Background:
2.1 Background of the Company

TM International (BD) Ltd. (TMIB), branding its services as "AKTEL" is in operation in

Bangladesh since 1997. It is a company incorporated in Bangladesh with the objective of
offering the state-of-art and modern telecommunications services to the people of
Bangladesh at competitive prices. TMIB received license to operate GSM cellular phone
services in Bangladesh in 1996.

The success story started with the commercial launch of AKTEL services in Bangladesh as a
GSM 900 cellular phone operator on November 15, 1997. After the tremendous success in
Dhaka, TMIB has started its operation in Chittagong in March 26, 1998. In the same year
they expanded their coverage in Narayanganj the Business City and an important one closer
to the capital city Dhaka. They have also reached the city with biggest beach of the world
Cox’s Bazar. Now AKTEL is covering 61 districts of Bangladesh.

AKTEL’s GSM service is based on a robust network architecture and cutting edge technology
such as intelligent network (IN). The intelligent network (IN) provides peace-of-mind
solutions in terms of voice clarity, wider nationwide network coverage, numerous
international roaming global partners, popular value added services (VASs), quality easy-
access customer care, round the clock call center operations, ironclad digital network
security, competitive tariff rates and precise billing. AKTEL provides standard mobile
connections with NWD and ISD facilities. They also provide mobile-to-mobile, Mobile with
T&T incoming and outgoing facilities. TMIB has an integrated and fully computerized
Customer Care Billing System (CCBS), which supports virtually all subscriber-related
functions with its 24-hour customer care service.

As of March, 2006, TMIB has approximately 1,350 staffs composed of locals and expatriates
to serve its 36,00,000 (Prepaid- 35,00,000 & Postpaid-100,000) subscribers.

Potential of SME market for the mobile Operators in Bangladesh 3

Presently TMIB offers GSM digital cellular services in all divisional Headquarters and all
major big districts. Beside the basics cellular phone services, the company provides several
Value Added Services (VAS) to its customers like, Voice mail, SMS, Tele-info, Tele Ramadan,
GPRS, Logo & ring tone download, International roaming, International SMS, Email to SMS
and SMS to Email, FunDose, E-fill, and Re-fill and so on.

Through aggressive investment to extend network coverage and improving call quality,
AKTEL has been in constant motion to maintain its commitment to provide subscribers the
best possible cellular service. This momentum enveloped all (allowed) upazilas by the end of
2006. AKTEL is looking forward to massive investment to target 4.5 million subscribers by
2006, facilitated by more than doubling the number of the base stations. That is, the
objective for AKTEL’s communication seems to generate sales and to approach toward
building a strong and consistent brand image in the mind of the consumers to provide them a
reason to select AKTEL over others.

2.2 Share in percentage

TM International (BD) Ltd. (TMIB) was found as a joint company of the Telekom Malaysia
Sdn. Bhd. from Malaysia and the A. K. Khan & Co. of Dhaka, Bangladesh.

It operates as a Limited Liability Company, where a founder and a majority shareholder, the
TMIB- member of the Telecom Malaysia, owns 70% shares, while the minority shares of 30 %
are being controlled by the A. K. Khan & Co. Bangladesh.

TMIB started with six members in its board of directors. Mr. A. M. Zahiruddin Khan was the
first Chairman of the board of directors and Hazi Omar Zakir Mustafa was the first Managing
Director of TMIB.

Mr. A. M. Zahiruddin Khan was the Chairman of TMIB till March 2005. He passed away on
March 29, 2005. AT TMIB’s recently concluded Board Meeting in Kuala Lumpur, Mr.
Salauddin Kasem Khan is elected as its new Chairman. Mr. Khan is a founder Director of
AKTEL and Managing Director of A.K. Khan & Co. Ltd.

Potential of SME market for the mobile Operators in Bangladesh 4

 Chart: 1
Share in percentage of TMIB & AKTEL

2.3 Major Milestones of AKTEL

AKTEL is a mobile operator in Bangladesh, which concentrates on offering GSM

communication services for private and corporate customers. The company’s
intention is to promote the wireless lifestyle - the complete mobile society.
AKTEL is renowned for bringing new service offers in Bangladesh. Below, some of
the first time offers are mentioned:
• First time introduced the Mobile to Mobile + BTTB incoming facility for AKTEL
subscribers through 'Mobile Plus’ in Bangladesh.
• First time introduced the Seamless Coverage through out the Dhaka-Chittagong Highway
and named it as 'Chittagong Dhaka Corridor (CDC)'.
• First time introduced the full-fledged IVR (Integrated Voice Response) based Customer
Services (Call Center) in telecom market.
• First time introduced cellular services in the most northern part of Bangladesh by
launching AKTEL Service in Rangpur and Dinajpur in 2002.

Potential of SME market for the mobile Operators in Bangladesh 5

• First time introduced the automatic system generated bill amount and payment request for
the Post-paid subscribers in 2002. The automatic unbarring facility, after necessary
payment making by the subscribers, is also a part of this system.
• First time introduced Electronic Recharge Facility called E-fill in Bangladesh
• First time introduced Message Greeting System with FunDose in Bangladesh
• First time introduced 30 second Pulse Rate in Bangladesh. Recently AKTEL has
introduced 10-second pulse rate for the pre-paid users and 1 second pulse for the post-paid
users.
• First time introduced GPRS (General packet of radio service) with two months FREE trial
for the post-paid subscribers.
• First time introduced Club Membership Offer for the Exclusive users of AKTEL. The club is
known as “Club Magnate”, which offers extra services with its Platinum, Gold and Sliver
cards.

2.4 Vision & Mission:

Vision: To be a leader as a Telecommunication Service Provider in Bangladesh

Mission: AKTEL aims to be achieve it’s vision through being number “one” not only in term
of market share, but also by being an employer of choice with up-to-date knowledge and
products geared to address the ever changing needs of our budding nation.

2.5 Theme:
AKTEL always strives to uphold the dictum “Customer First”

2.6 The Business Slogan “Clearly Ahead”

The whole is the sum of parts and when the best come together; the results can be truly
spectacular. TMIB brings AKTEL Mobile phone service, a digital cellular phone service,
which will prepare better for life in the fast lane. AKTEL GSM always keeps so near, even
when so far.

Potential of SME market for the mobile Operators in Bangladesh 6

 2.7 Strategies of the Company:

2.7.1 Product & Services:

• Attractive product packages for segmented customers
• Implementation of enhanced messaging and VASs like SMS, FAX & Data,
Internet & WAP to increase revenue for airtime usage

2.7.2 Market Promotion & Communication:

• Brand Management
• Events Management
• Advertisement & Promotion
• Press Advertisement, Outdoor Advertisement in Strategic points, Point of
Purchase (POP)

2.7.3 Sales & Distribution:

• Focus on corporate sales through TMIB sales executive
• Strengthen & build up the relationship with dealers & outlet holders
• Increase sales outlets in strategic points
• Re-alignment of distribution structure
• Uniform profiling of sales outlets

2.7.4 Customer Service Management:

• Uniform for Customers Relation Executives
• Implementation of One-stop Customer Services through improvised billing
system
• Strengthen fraud management through customized report from billing system
• Increase Customer Care Center in different locations

Potential of SME market for the mobile Operators in Bangladesh 7