An Assignment on

TELECOMMUNICATION COMPANYS ANALYSIS IN

BANGLADESH
Course Title: Service Marketing
Course code: MKT 412
Sec: 01

Submitted to:
SSM Sadrul Huda
Assistant Professor
East West University

Submitted by:
A.S.M. Rezaul Kabir
Abtab Khan
Ayemon Morsheda
Md Ahsanul Arif
A.S.M. Salauddin Walid

ID: 2011-2-13-068
ID: 2011-2-10-121
ID: 2011-3-10-262
ID: 2010-3-10-103
ID: 2012-2-10-104

Date Of Submission:
04-04-2015

Letter of transmittal
04 04 2015

SSM Sadrul Huda

Assistant Professor
Department of Business Administration
East West University, Dhaka.

Subject: Submission of term paper on Telecommunication Companys Analysis In Bangladesh

Dear Sir,
It is an honor and immense pleasure for us to submit Telecommunication Companys
Analysis In Bangladesh. This task was assigned to us as compulsory requirement of
the course International Marketing. During the process of preparing this planning,
we had the chance of experiencing and rediscovering our potential. This research
gave us an opportunity to apply our theoretical knowledge, ideas and
communication skills, which will help us in our future professional career.

Thank you for giving us this opportunity and we look forward to receive your
cordial approval of our submission.
Yours truly,
A.S.M. Rezaul Kabir
Abtab Khan
Ayemon Morsheda
Md Ahsanul Arif
A.S.M. Salauddin Walid

Acknowledgement
We are very pleased to accomplish the assign task given by our honorable course
instructor Mahmud Zubayer on the subject Mobile Telecom Companys Life in
Bangladesh At first, our profound gratification goes to SSM Sadrul Huda
,the honorable course instructor of International Marketing for his supervision to complete the
report successfully. By providing us the opportunity of preparing this report, he has made us able
to relate the academic knowledge of International Marketing with practical scenario. Not only
this, he has also contributed much in this project by giving us proper guideline. We are also
acknowledging to all of those websites from which we have taken necessary helps. Our gratitude
also goes to some senior students for their guidance in various stages of completing the report
and our dear friends and classmates for their ingenious advices and supports. Finally, we are
pleased to complete the report on the given subject properly and authentically.

Imde

Executive Summary
E are doing something about the rag line of the company and trying to find out their goal. How
much they are close to their goal. In Bangladesh e has many operators at this point in thi area ha
le competition. Mobile devices have increasingly become tools that consumers use for banking,
payments, budgeting, and shopping.
73 percent of the B,D. population has a mobile phone
44 percent of mobile phones are Smartphone (Internet-enabled)
25 percent of smartphone users have accessed the Internet on their phone in the past
week
Using SMS (as a transport bearer)
Using Voice technologies
Using native mobile applications
Using Web browser
Mobile phones have clearly become ubiquitous and a standard aspect of daily life for many
consumers in the last decade. Ongoing innovations in mobile finance show some potential to
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change the way consumers conduct financial transactions by offering consumers new services.
Yet, many people remain skeptical of the benefit of mobile financial services and the level of
security provided along with such services.

Introduction
The liberalisation of Bangladeshs telecommunications sector began with small steps in 1989
with the issuance of a licence to a private operator for the provision of inter aliacellular mobile
services to compete with Bangladesh Telegraph and Telephone Board (BTTB), the previous
monopoly provider of telecommunications services within Bangladesh. Significant changes in
the number of fixed and mobile services deployed in Bangladesh occurred in the late 1990s and
the number of services in operation have subsequently grown exponentially in the past five
years.
The telecom sector in Bangladesh is rapidly emerging. Bangladesh Telecommunication
Regulatory Commission (BTRC) is the regulatory authority for this sector, overseeing licensing,
policy, etc.

Figure: Bangladesh Telecom Network Topology

Origin of the report

Service Marketing is one of the courses of the BBA program of the East West
University. This term paper has been prepared as a part of partial fulfillment of
this course. Our course instructor SSM Sadrul Huda, Department of Business
Administration has assigned us this term paper to get practical experience about
how cultural dynamics impact International Marketing proceeds. Our term paper
is based on Mobile Telecom Companys Life in Bangladesh. He has authorized
the task of writing this term paper on a group basis.

Methodology of the Study

This research is an elaborate study to enable us to understand the impact of cultural dynamics in
Global Marketing Plan. Collected data and information were tabulated, processed and analyzed
critically in order to make the study more informative, fruitful and purposeful.
Primary Source: In our report we could not use Primary data.
Secondary Source:
We used Secondary data sources to complete our study. Information was collected from
the official website and some other reliable websites. We also used Service Marketing
text book.
Limitation of the study:
Limitation of the study means the problems faced during the course of project. Our project
duration was for a period of four weeks only. The limitation was faced mainly in respect of time
constraint, place, tools etc. But the strengths of our report are the information we have given is
very reliable. And as we did the survey so we were able to know what the people think actually
about this topic and so we are successful to show off the problem according to the perspective of
general people.

Bangladesh at a Glance
Official Name
National Day
Type of Government
Land Area

The People's Republic of Bangladesh

26 March
Parliamentary democracy
56,977 sq. miles or 147,570 sq. km.

Population
Population Growth
Life Expectancy
Standard Time
Capital

152.51 million
0.71% p.a (2001-2012)
Male: 71.6 years; Female: 76.4 years (2011)
GMT + 6 hrs; same as IST.
DHAKA

Major cities
Literacy rate

Dhaka, Chittagong, Khulna, Rajshahi, Sylhet, Barisal, Rangpur

91.9% (2010) - Male 93.2% and Female 90.8%

Currency

BDT (1 BDT=$0.0121) (avg 2011-12)

International

Bandaranaike International Airport at Katunayake (32 Km north

Airports

of Colombo); Sri Lanka is also developing a second international

Religion based

airport at Mattala, near Hambantota

Muslim (89.7%), Hindu (9.2%), Buddhist (0.7%), Christian

Population

(0.3%), Animist and believers in tribal faiths (0.1%)

Natural Resources
GDP total
Weight and

Natural gas, coal, lime, white clay, granite, glass sand.

112.00 bn (at current prices 2011-12)
Metric system; same as India.

Measures
Telephone

There are not too many public call booths. However, cell phone

connection

connections are readily available. Main service providers are

Money Exchange

Airtel, Dialog, Mobitel, Hutch and Etisalat

Money exchange counters may be found at airports and major
hotels. It is best to change money at the airport or at banks. Credit
cards can be used in large shops. ATMs are found in Dhaka and
other major cities.

TAG LINE AND THEIR GOAL

Grameenphone was the first operator to introduce the pre-paid mobile phone service in
Bangladesh in September 1999. It offers the pre-paid subscription under the name Easy
Prepaid which is currently called "Nishchinto, Amontron, Shohoj, Bondhu, Aapon, Smile,
Spondon, Business Solution prepaid". Besides Nishchinto, Amontron, Shohoj, Bondhu, Aapon,
Smile, Spondon, Business Solution, Grameenphone also offers a youth based mobile to mobile
connectivity within Bangladesh nameddjuice
Grameenphone also offers postpaid mobile service. Xplore Postpaid is the name of its post paid
service. Grameenphone also provides several other packages which can be selected based on the
type of tariff or features like pulse, sms, internet. Detailed information about packages provided
by Grameenphone can be found dialling 121 from Grameenphone number and can also be found
using the official Grameenphone android app available for free download on Google Play Store.
Last year in 2014, Grameenphone launched 3G internet which they call 3.9G technology. Before
launching 3G their slogan was Stay Close, but after they launched the 3G internet, they
changed the slogan into Go Beyond. They are trying to spread the internet service all over the
country in a reasonable price and started a campaign called Internet for all. By using internet,
anyone can know, learn from going beyond. That is the reason they are trying to introduce their
self by promoting go beyond.

Banglalinks launch in February 2005, its impact was felt immediately: overnight mobile
telephony became an affordable option for customers across a wide range of market segments.
Banglalinks growth over the preceding 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. Banglalink
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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 to become the second
largest operator in Bangladesh with more than 7.1 million customers. Banglalink currently has
30.9 million subscribers as of December 2014, representing a market share of 25.47%.
Banglalinks initial 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, brought mobile telephone to the general people of Bangladesh and
made a place in their hearts. The mobile phone has become the symbol for positive change in
Bangladesh. The brand slogan of start something new is in essence derived from banglalinks
promise of empowering people with affordable communication solutions so that they can take
new initiatives in life. The company believes that, it is through such new initiatives that positive
change will occur for the overall betterment of the nation.

Robi, the most dynamic and rapidly-growing telecommunications operator in

Bangladesh, is developing its services to meet increasing customer needs - ranging from voice
and high speed Internet services to tailor-made telecommunications solutions. Robi is a joint
venture company between Axiata Group Berhad of Malaysia and NTT DoCoMo Inc. of Japan. It
commenced operation in 1997 as Telekom Malaysia International (Bangladesh) with the brand
name Aktel. In 2010 the company was rebranded to Robi and the company changed its name
to Robi Axiata Limited.
Since its inception in 1996, Axiata Group and its predecessor Telekom Malaysia has invested
around BDT 11,000 crore in the form of equity till 2012. Moreover the company has contributed
almost BDT 10,000 crore to the Bangladesh Exchequer in the same period. As a subsidiary of
Axiata Berhad Malaysia , Robi draws on leading edge technology to provide its service in
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Bangladesh, covering almost 100% of the population, Robi is committed to provide best data and
voice quality and will continue to ensure that its customers are able to enjoy the best experience
through leading edge technology and innovative products and services. By providing these
services, Robi promotes the people to do something with their own capabilities, so they promote
Jole Uthun Apon Shoktite.

Airtel Bangladesh Limited is one of the fastest growing mobile services providers in
Bangladesh and is a concern of Bharti Airtel Limited, a leading global telecommunications
services provider. The company offers a wide array of innovative mobile services, including
voice, value added services, data and m-commerce products and is focused on expanding its
state-of-the-art mobile network both for coverage and capacity.
With a customer base of more than 8 million, Airtel Bangladesh is the most preferred youth
brand of the country that thrives on excellent data service. And data experience with Airtel will
only be better when the company will introduce its array of 3G services. To make customers
lives easier Airtel Bangladesh has Doorstep Service by which customers can enjoy all kinds of
service at their preferred place. M-Commerce opened a new horizon in money transfer that gives
Airtel customers the freedom to send money to their dear ones instantly from their mobile.
Through M-health, customers can now reach professional doctors over phone 24/7 and get basic
treatment.

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Citycell (Pacific Bangladesh Telecom Limited) is operating in Bangladesh as one of the

leading telecommunication companies from 1989. As the only CDMA mobile operator in the
country, we provide innovative, reliable and excellent telecommunication and mobile internet
services/solutions. Citycell understands the consumer needs and delivers the latest in advanced
telecommunication services to Bangladesh.
The company offers a full array of mobile services for consumers and businesses that are focused
on the unique needs of Bangladesh. Our goal is to integrate superior customer service and
highest standards of technology to offer the best service at affordable rates. The introduction of
revolutionary EV-DO technology only shows our drive to provide our customers with the best.

Teletalk Bangladesh Limited is a public limited company, registered under the Registrar
of the Joint stock companies of Bangladesh. Total shares owned by the Government of the
Peoples Republic of Bangladesh. Teletalk continue to grow and engage our customers through
our clear commitment to offering high quality products and services as well as leading customer
retention and loyalty programmers. Teletalk continues to be a part of the revolution thats
connecting millions of Bangladeshi people and around the world.
Teletalk Bangladesh limited was established keeping a specific role in mind. It has forged ahead
and strengthened its path over the years and achieved some feats truly to be proud of, as the only
Bangladeshi mobile operator and the only operator with 100% native technical and engineering
human resource base, Teletalk thrives to become the true peoples phone Amader Phone.

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Ranks Telecom Ltd, a member of Rangs Group, launched its wireless phone service
under the brand name of RanksTel on 14th April, 2005. RanksTel holds PSTN and ISP
licenses to operate nationwide. Recently, RanksTel has also been awarded with an International
Gateway (IGW) license to originate and terminate international voice traffic. RanksTel's network
is by far the largest among the private PSTN operators and it is spread over all the five telecom
regions of Bangladesh covering all the major cities. It has switching facilities in Dhaka,
Chittagong, Sylhet, Khulna and Bogra. The transmission network for backbone and BTS
backhaul, built over own microwave and leased fibre, spans more than 2000 km. It has
interconnection facilities with the PSTN and mobile operators via ICX for exchanging voice
traffic.

RanksTel's physical infrastructure currently includes about 10 major hubs (switching and
transmission) and more than 200 BTS sites across the country. We believe in sharing our
resources with others rather than mindless replication and have co-location agreement with many
operators. RanksTel is fully owned by local Bangladeshi entrepreneurs and has so far invested
more than $50 million in building its network. RanksTel's culture is an outstanding commitment
to keep its employees productive and happy. RanksTel believes in team work at every level,
accepting responsibilities and rewarding efficiency. RanksTel currently has a workforce of 150.

FINDINGS

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As a telecommunication service provider, GrameenPhone Ltd. plays a very important role in

the economic development of Bangladesh. National Board of Revenue (NBR), Ministry of
Post and Telecommunication, Bangladesh Telephone and telegraph Board (BTTB) and
Bangladesh Railway (BR) are Government bodies that directly or indirectly benefited by
GrameenPhone Ltd. By bringing electronic connectivity to rural Bangladesh, GrameenPhone
is brining the digital revolution to the doorsteps of the poor and unconnected. Grameen bank
borrowers are engaged in a business by providing village phone service to their fellow
villagers. For them mobile phone is a weapon against poverty.
The market share of GrameenPhone is also higher that the other telecom companies in
Bangladesh. The following figure is base on the information of GP annual report 2008. The
scenario of Robi market share & BL market share has changed, it will be clear when we see
my report findings.
Grameen Telecom is the second shareholder of GrameenPhone Ltd. owing 55.8% share. It is a
not-for-profit organization and a sister concern of Grameen Bank, the internationally recognized
financial institution dedicated to poverty alleviation through collateral-free small loans for the
poor in the rural areas of Bangladesh. Grameen Bank has an extensive rural network and
understanding of the economic needs of the rural population. Grameen telecom, with the help of
Grameen Bank, administers the village phone services to the villagers and trains them regarding
all service-related issues.

Banglalink is the second largest cellular service provider in Bangladesh after Grameenphone. In
September, 2004, Orascom Telecom Holdings purchased 100% of the shares of Sheba Telecom
15

(Pvt.) Limited (Sheba). Afterward it was rebranded and launched its services under the
Banglalink brand on February 10, 2005. 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 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. The Objective of the
company is to ensure telecom facility for all people of Bangladesh with minimum cost.
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. Banglalinks license is
a nationwide 15-year GSM license. In March, 2008, Sheba Telecom (Pvt.) Limited changed its
name as Orascom Telecom Bangladesh Limited, matching its parent company name. 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.

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Robi Axiata Limited is a joint venture company between Axiata Group Berhad, Malaysia and NTT
DOCOMO INC, Japan. It was formerly known as Telekom Malaysia International (Bangladesh)
which commenced operations in Bangladesh in 1997 with the brand name AKTEL. On 28th
March 2010, the service name was rebranded as Robi and the company came to be known as
Robi Axiata Limited.
Robi is truly a people-oriented brand of Bangladesh. Robi, the peoples champion, is there for the
people of Bangladesh, where they want and the way they want. Having the local tradition at its
core, Robi marches ahead with innovation and creativity.
To ensure leading-edge technology, Robi draws from the international expertise of Axiata and
NTT DOCOMO INC. It supports 2G voice, CAMEL Phase II & III and GPRS/EDGE service with
high speed internet connectivity. Its GSM service is based on a robust network architecture and
cutting edge technology such as Intelligent Network (IN), which provides peace-of-mind solutions
in terms of voice clarity, extensive nationwide network coverage and multiple global partners for
international roaming. It has the widest International Roaming coverage in Bangladesh
connecting 600 operators across more than 200 countries. Its customer centric solution includes
value added services (VAS), quality customer care, easy access call centers, digital network
security and flexible tariff rates.

17

Airtel is the sixth mobile phone carrier to enter the Bangladesh market, and launched commercial
operations on May 10, 2007. Warid Telecom International, an Abu Dhabi based consortium, sold
a majority 70% stake in the company to India's Bharti. Airtel Limited. Bharti Airtel is making a
fresh investment of USD 300 million to rapidly expand the operations of Warid Telecom. This is
the largest investment in Bangladesh by an Indian company. This is Bharti Airtels second
operation outside of India. Dhabi Group continues as a strategic partner retaining 30%
shareholding and has its nominees on the Board of the Company. Bharti Airtel Limited took
management control of the company and its board, and rebranded the company's services under
its own Airtel brand from 20 December 2010. The Bangladesh Telecommunication Regulatory
Commission approved the deal on Jan 4, 2010 . The new funding is being utilized for expansion
of the network, both for coverage, capacity, and introduction of innovative products and services.
As a result of this additional investment, the overall investment in the company will be in the
region of USD 1 billion. Today, AIRTEL boast the widest International Roaming service in the
market connecting 315 operators across 170 countries. In addition, AIRTEL is the first mobile
operator to connect Tetulia and Teknaf, the northern and southern most points of Bangladesh.
AIRTEL was also the first to provide seamless coverage along the Dhaka Chittagong highway.
With a network covering all 61 (allowable) districts of Bangladesh, coupled with the first
Intelligent Network (IN) Prepaid Platform in the country, AIRTEL is geared to provide a wide
range of products and services to customers all over Bangladesh. In March, 2013, Warid Telecom
sold its rest 30% share to Bharti Airtels Singaporebased concern Bharti Airtel Holdings Pte
Limited. On September 8, 2013, Airtel Bangladesh received 5 MHz 3G spectrum with 1.25

18

million US$. Airtel Bangladesh limited has already covered significant areas of the most
important cities of the country.

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