Introduction:

GrameenPhone subscribers, hence obviously GP has to increase awareness of subscribers.

Increased service awareness status will raise the service value of GP, increase subscribers usages
rate result increase revenue for GP. If continuous development of new product and service can
not simultaneously aware subscribers then it will neither worth much to subscribers nor add
value to the company. Hence, it is clearly observed there is GAP between services provided and
services awareness.
Origin of the Report:
Thesis Program of Stamford niversity is a re!uirement for the "#A students. This report is a
partial re!uirement of the Thesis program. This report is prepared for Tanvir Ahmed "inar
faculty, School of #usiness, after having the authori$ation of doing report on the mentioned
topic. I have completed my thesis over the mar%eting division of GrameenPhone &td. I have
visited several times the office of the GrameenPhone &td. And 'ollected information from
different GP' (Grameen Phone 'enter) in #angladesh.
Background of the Report:
GrameenPhone launched its mobile phone service on "arch *+, ,--. and since then has become
the largest mobile phone operator in the country. Its number of subscribers has grown rapidly, as
has its coverage throughout the country. The company is continuously improving and offering
new services to add value. Along with GS" features GrameenPhone is offering /alue Added
Services (/AS), Special services, Push Pull services, after sales services and information
services.
0n top of providing top !uality service, GrameenPhone has also proved to be very innovative in its /alue Added
Service (/AS). In this paper GrameenPhone is proposes to give its subscribers an upgraded telecommunication
system, which may increase productivity with integration with e1isting phone system that adds to the benefit of
mobility.
Accordingly, GrameenPhone is contemplating a research that would give feedbac% form the subscribers and
generate new ideas about future products and services. This will give GrameenPhone an idea about the e1pectations
of the subscribers and hence provide assistance to design its product in future.
Problem Statement:
To continue the leading position in the telecommunication mar%et GP has to provide different
sort of services in accordance with the customers need. At the same time GP has build awareness
and adoption (habituated) of services among this telecommunication mar%et based subscribers2
life. GP has to serve services in a completive time, to endeavor e1cellence in business and to
sustain e1isting customers.
GP in its initial business stage mainly focused on the voice based services, now GP is mainly
focusing to provide and encourage subscribers to increase usages of non3voice services li%e
S"S, cell e3mail, 'hat, ring tone 4 logo down load, push pull services.
GP is already providing various types services for its subscribers but to some e1tend it is
unsuccessful to build service awareness among its subscribers, and if subscribers are aware about
a service then they are hardly adopting and using it. nder the above circumstances, the problem
statement would be5 6GrameenPhone wants to %now its subscribers2 awareness level, adoption
enthusiasm of different sort of services, effective medias and via to ma%e subscribers aware and
promote its services and based on their feedbac%s about currents services, intends to provide new
and customi$ed services, thus become subscribers service awareness status, awareness
building possible ways.
Objective:
The ob7ectives of this report are8
, To determine the GrameenPhone subscribers services awareness status and services usages.
* To recogni$e the popularity of the /AS and determine the fre!uency of its usage.
9 To identify the efficient and effective "edias to build services awareness among
GrameenPhone2s subscribers.
Scope of the Study:
This report renders a close analytical loo% at the subscribers2 service awareness and usages with
a closer to view subscribers2 e1pected "edias to learn GP services. At the same time this report
will help to gather %nowledge about the services provided by GrameenPhone.
Methodology:
The type of business research used in this report is of descriptive nature. Through this descriptive
research, the report sought to determine the answers to why, what, where and how !uestions of
the e1isting GP subscribers and their e1pectations. Primary data was collected through telephone
survey for analysis and secondary data was be used as a support tool.
Data ollection and Source! of Data:
Primary data for this report has been collected through telephone !uestionnaire. Here the total
number of GrameenPhone subscribers is considered the population of the research and out of
these total subscribers randomly pic%ed :: subscribers will be the sample. ;or this purpose a
!uestionnaire was developed encompassing the ob7ectives of the reports and the sample. Printed
reports available at '"<, annual reports, leaflets, brochures and the official web site were the
sources of secondary data.
Sample Si"e Determination:
To determine the sample si$e I planned to use the rule for = Sample Si$e <etermination by
Proportion. Here, I am interested in estimating the proportion of GrameenPhone subscribers who
has service awareness for its products and services.
;ormula for sample si$e determination8 > (,3 >) $
*

<
*
Here,
n ? Sample Si$e ?@
# ? proportion of GrameenPhone subscribers who has service awareness for its products and
services ? +AB ? .+A
D ? Allowable specified level of interval ? CD.,D
$ ? Specified &evel of confidence is -DB. So, allowable interval is CD.,D. ;rom the $ table we
find $ ? *.99
Thus after the whole calculation based on the stated assumption, I found the value of n is :A.+9 E :: (The closest
integer).
Data Proce!!ing and %naly!i!:
'ollected information was compiled and processed with the aid of some statistical pac%age tool
li%e3 "S F1cel, "initab 4 SPSS. <etailed e1planation, analysis and future pro7ections and were
also incorporated in the report.
&imitation!:
The ma7or limitation factor for this report is comple1ity of the topic. Since the survey will be
conducted in telephone !uestionnaire, it is a grate challenge to ensure the actual validity of the
response. In some cases, the topics were not understood by general GP subscribers who have
minimal idea about the /AS. Get the nature of the topic re!uired the !uestionnaire to be
designed in such a way that it e1tracts information as much as possible indented. 0n the other
hand, most of the relevant literature and study materials on the web site were not up to date.
Some information will be withheld to retain confidentiality of the company. &ast but not the
leastH it is never possible to obtain ,DDB accurate data since the survey will be done on a set of
sample, not the entire population.
'he ompany:
GrameenPhone &imited, the number one and leading mobile phone company in the area of
telecommunications in #angladesh. 0f four mobile operators, GP managed to grab +*B of the
mar%et share only by providing cost3effective 4 best service available in the mar%et of mobile
telecommunication. GP has made its e1pansion not only in the urban areas, but also it stretched
its networ% in the rural areas for the economic empowerment of the rural people. GrameenPhone
has made a special arrangement with Grameen Telecom, an affiliate of Grameen #an% in
providing the cellular services in the rural country
GP believes F1cellency in its service towards its subscribers. It is growing and at the same time
being competitive. To %eep up this upward trend and leading position absolute dedication to
understanding and fulfilling their customer needs with the appropriate mi1 of standard service,
reliability, improved technology and s%illed as well as dedicated manpower is necessary.
(i!torical Background:
GrameenPhone was offered a cellular license in #angladesh by the "inistry of Posts and
Telecommunications in Iovember *J, ,--+.It launched its service on the Independence <ay of
#angladesh "arch *+, ,--..GrameenPhone has a dual purpose8 to receive an economic return
on its investments and to contribute to the economic development of #angladesh where
telecommunications can play a critical role. GrameenPhone has attained the Three million3
subscriber milestones.
'he )i!ion* the Mi!!ion and the Objective
ompany )i!ion
We are here to help
ompany Mi!!ion:
The vision will be achieved by
'onnecting #angladesh with ease and care
#eing user3friendly
Providing value for money
Providing simple and timely connections
Having a right and understandable process
Objective! of the +rameenPhone:
GrameenPhone2s basic strategy is the coverage of both urban and rural areas. The 'ompany has
devised its strategies so that it earns healthy returns for its shareholders and at the same time,
contributes to genuine development of the country. In short, it pursues a dual strategy of good
business and good development.
Serving the mass mar%et is one of GP2s primary goals. #y serving the general public as opposed
to niche mar%ets, the 'ompany plans to achieve economies of scale and healthy profits. At the
same time, service to the general public means connectivity to a wider population and general
economic development of the country. In contrast to the 6islandK strategy followed by some
companies, which involves connecting isolated islands of urban coverage through transmission
lin%s, GrameenPhone builds continuous coverage, cell after cell. Lhile the intensity of coverage
may vary from area to area depending on mar%et conditions, the basic strategy of cell3to3cell
coverage is applied throughout GrameenPhone2s networ%. In addition, GP has positioned itself to
capitali$e on the declining prices of handsets, ma%ing its goal to serve the general public
realistic.
'he Purpo!e:
GrameenPhone has a dual purpose to receive an economic return on its investments and to
contribute to the economic development of #angladesh where telecommunications can play a
critical role. This is why GrameenPhone, in collaboration with Grameen #an% and Grameen
Telecom, is aiming to place one phone in each village to contribute significantly to the economic
benefit of the poor.
'he Strategie!
GrameenPhone2s strategy is coverage of both urban and rural areas. In contract to the 6islandK
strategy followed by some companies, which involves connecting isolated islands of urban
coverage through transmission lin%s, GrameenPhone builds continuous coverage, cell after cell.
Lhile the intensity of coverage may vary from area to area depending on mar%et conditions, the
basic strategy of cell3to3cell coverage is applied throughout GrameenPhone2s networ%.
'he People:
The people who are ma%ing it happen3 the employees are young, dedicated and energetic. All of
them are well educated at home or abroad, with both se1es (gender) and minority groups in
#angladesh being well represented. They %now win their in hearts that GrameenPhone is more
than phones. This sense of purpose gives them the dedication and the drive, production3in about
five years3 the biggest coverage and subscriber3base in the country. GrameenPhone %nows that
the talents and energy of its employees are critical to its operation and treats them accordingly.
'he 'echnology:
GrameenPhone2s Global System for "obile or GS" technology is the most widely accepted
digital system in the world, currently used by over .:D million people in ,:D countries. GS"
brings the most advanced development in cellular technology at a reasonable cost by spurring
severe competition among manufactures and driving down the cost of e!uipment. Thus
consumers get the best for the least.
ompany Service:
GrameenPhone believes in service, a service that leads to good business and good development.
Telephony helps people wor% 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.
Shareholder! of +rameenPhone:
'elenor %S: is the state3owned Telecommunications 'ompany in Iorway, a country with one of
the highest mobile phone densities in the world. It holds +*B share in GrameenPhone. Telenor
has played a pioneering role in development of cellular communications, particularly, but not
e1clusively, GS" technology. In addition to Iorway and #angladesh, Telenor owns GS"
companies in Portugal, <enmar%, Greece, Austria, Hungary, Mussia, %raine, and "ontenegro,
Thailand and in "alaysia and recently in Pa%istan.
Telenor is using the e1pertise it has gained in its home and international mar%ets and putting it to
use in an emerging mar%et such as #angladesh. Telenor has many alliances in other countries,
bringing e1perience and competence, both technological and business, to ventures such as
GrameenPhone. Telenor has opened a regional Asia office in Singapore, an e1pansion that
emphasi$es its NIo #arriers motto.
+rameen 'elecom: Grameen Telecom is a not3for3profit organi$ation and a sister concern of
Grameen #an%, the internationally recogni$ed ban% for the poor with an e1pansive rural networ%
and e1tensive understanding of the economic needs of the rural population. Grameen Telecom
has 9JB share in GrameenPhone. Grameen Telecom, with the help of Grameen #an%,
administers the /illage Phone services to the villagers and trains the operators as well as handles
all service3related issues. Grameen #an% covers AD,AJ+ villages, or +D percent of rural
#angladesh through its ,,.: ban% branches. Grameen Telecom2s ob7ectives are to provide easy
access to telephones in rural #angladesh, introduce a new income3generating source for
villagers, bring the Information Mevolution to villages and prove that telecommunications can
serve as a weapon against poverty. "ore than -:,DDD village phone is delivered to poor women
to meet their financial need.
Organi"ational Structure:
GP has in total ,,9, employees. "a7or divisions of GP are8 'ustomer Melations, Sales 4
"ar%eting, Technical, ;inance, and Personnel 4 0rgani$ation. The "anaging <irector ("<)
also heads a separate department. Le would li%e to focus on each of these divisions to
understand their wor% pattern and basic functions.
Organi"ation Structure of +rameenPhone &td:
GrameenPhone is divided into several departments namely technical, sales 4 mar%eting,
customer relations, administration, human resource, finance and IT.
The top level management structure of GrameenPhone is shown below8
Organogram of +rameenPhone &td, -'opmo!t level.
Department! and Divi!ion!:
Mecently management has brought a change in the organi$ational structure in view of need of
time. As of the recent change, line function of the company comprises of the 9 different tas%s.
These are8
Build / Operate
Sell
are
Accordingly 9 main divisions were identified as the line organi$ation part of the company. These
are8
'echnical Divi!ion
Sale!
Marketing Divi!ion and
u!tomer Relation Divi!ion,
#esides there are8
0inance Divi!ion,
%dmini!trative Divi!ion
orporate %ffair!
(uman Re!ource Divi!ion
Information 'echnology
The divisions of GrameenPhone are discussed in detail in the ne1t.
Marketing Divi!ion:
The mar%eting department has a wide span of management. It re!uires a high delegation of
authority and allows for more discretion for subordinate managers in their own relevant fields. In
the chart below the line responsibilities starting from <ivisional head to departments are shown8
Marketing Department:
"ar%eting department2s activities are of two types8 "ar%et Mesearch and <evelopment and
"ar%et communication.
Market Re!earch and Development:
"M< is responsible for communication with different departments about e1isting products.
"M< gets feedbac% from 'ustomer 'are, Sales, and "ar%et 'ommunication departments
regarding customer needs and mar%et re!uirements. ;eedbac% helps in redefining an e1isting
product. Information flow is hori$ontal as well as vertical for the mar%eting department.
Iew ideas are developed after evaluation of mar%et demands. "M< gives shape and form to
vague ideas in the process of developing a new product. It then co3ordinates with 0peration 4
"aintenance, Information System and #illing departments to get solutions and to chec% the
functionality of Product features and prices.
Market ommunication:
The main function here is to develop product and promote concept building for promotional
activities. It includes advertisement in the leasing dailies in the most effective manner within a
given budget, to arrange out3door advertisement, hoarding, promotions of gift items li%e dairy,
calendar etc. It also analyses competitor2s activity. This department is also responsible for all
%inds of publications of GP. It is the responsibility of the mar%eting department to design and
publish the monthly newsletter of GP.
Sale! / Di!tribution:
This department is involved in the selling procedure of GP. All sales to companies as well as
individuals are part of this department. <istribution and &ogistics department are main to
department that carries out this tas%.
'echnical Divi!ion:
The technical division is vital to a technical service oriented company li%e GrameenPhone &td. It
is split into two parts8
,. Moll 30ut <ivision8 responsible for building the networ%.
*. 0perations <ivisions8 responsible for operation and maintenance of the networ%.
The department has a rather narrow span of management for close supervision and fast communication between top
and lower level management. This is important as decision ma%ing and implementation due to technical difficulties
must be addressed as fast as possible. The organogram is shown in the ne1t page.
;igure ,.98 0rganogram of the Technical <ivision
'he Roll1Out Divi!ion
The Moll30ut division has two sections, they are8
2 Planning Section and
Implementation section
Planning:
The planning section is mainly responsible for #ase Station related planning. It also plans the
data transmission e!uipment from #ase Station to switch. In addition, it is in charge of timely
supply of e!uipment, negotiating with homeowners for building #ase Station on the roof and
roaming agreement with other countries.
Implementation:
'he implementation !ection i! re!pon!ible for con!truction and maintenance and Ba!e
!tation room* in!tallation of Ba!e Station hard3are and !tart1up and operation of Ba!e
Station,
Operation! Divi!ion!:
'he major re!pon!ibilitie! of the operation! divi!ion are:
0peration and maintenance of Switch ("S'), #ase station, transmission e!uipment
0verall management of the networ%.
;ault detection of networ%
u!tomer Management Divi!ion:
"aintaining high !uality service is one of the ma7or re!uirements of large mar%et service
oriented companies li%e GrameenPhone. The organgram of 'ustomer "anagement <ivision8
0igure 4,5: Organogram of u!tomer Management Divi!ion
u!tomer are:
'ustomer care bridges customers and the company. It wor%s with the ob7ective to meet all %inds
of !ueries from customer and provide optimum solutions. There are ,9: personnel wor%ing
under the supervision of one Additional General "anager and one <eputy General "anager.
Image enter:
Image center answers all Oueries by providing *A3hour service for subscribers of
GrameenPhone. Information about bill and barred lines are available here through verbal
communication.
Information enter:
It provides on the spot solutions as subscribers can physically go there and get services. It deals
with the following areas.
,. #ill 'larification
*. Preparation of manual bill
9. #ill correction
u!tomer Demographic and activation:
The first contact point of dealersPagents as they sell a subscription. The ma7or tas% of
Subscription service is to activate the newly sold subscription along with the collection,
reconciliation, sorting, scanning and archiving the subscription and after sales documents. In
addition, this unit provides 6Instant servicesK by verifying the signature as well as other
documents prompts after sales services to the subscribers. This unit also e1ecutes reconnection,
product migration, SI" replacement and transfer of ownership.
)i!ion
To sustain a dynamic position providing premium support for customer satisfaction in a
challenging environment.
Mi!!ion
Strategic
To deliver high !uality accelerated services for both the internal and e1ternal customers meeting
specific targets.
Operational
To ensure finest !uality of service in every phase.
To carry out all the pro7ects around the corner in time.
To develop innovative and efficient techni!ues in the reporting, analy$ing and chec%ing
activities.
To evaluate and improve current performance result.
To foster increased responsiveness.
To create a learning environment by means of ac!uiring and transferring %nowledge
inside the constituent.
Human Mesource <ivision8
Human Mesource <ivision is one of the most important divisions in GrameenPhone. It mainly
wor%s for the employees, with the employees. This department is mainly responsible for building
and shaping employees, their career and performance also. 0rganogram of GP HM is given
below3
(R Operation:
HM operation is mainly dealing with the operational activities of Human Mesource dept. It deals
with employees2 salary, overtime, ban% account, employees2 survey, and other employee
relations activities. It also wor%s for various operational activities li%e3 employees2 dealing with
various dept and cross functional events through out the GrameenPhone.
(R Recruitment / Selection:
This dept. is mainly wor%ing for selecting and recruiting employees for GP. It has structured
recruitment policy and rules. Lithin this rules the dept. wor% for wor%force collection. M4S also
deals with employees promotion and transfer during the 7ob period. They also search for talents
in various universities and organi$ation when it is needed.
(uman Re!ource! Development -(RD.:
Lhile employee performance must be evaluated in economic terms of efficiency and
effectiveness, it can be best achieved through recogni$ing and enhancing the human dignity of
each employee. The !uality of the human resources can be effectively increased through
education, training, and personal development.
Human Mesources <evelopment functions aim to increase the !uality of the human resources
especially through training. GP training involves the following steps3
Assessing training needs
Selection of the participants
'onducting training programs.
GP provides both local and overseas training on the basis of the need analysis of the employee.
(ealth* Safety / 6nvironment -(S6.:
This dept. is mainly deals with employees2 health and safety. "ore specifically they wor% for
environmental issues development with in the GP, canteen facility, health clinic, various
vaccination and internal medical service etc. HSF also ensures insurance facility for the
employees.
67patriate %ffair! / 'ravel:
This dept is dealing with employees2 travels and tours. GP has been arranging many travels and
tours for its employees2 in many countries around the world. This dept is mainly to assist
employees in this occasion.
orporate Social Re!pon!ibility -SR.:
Activities of this dept. are self e1planatory. This dept loo%s for various social responsibilities.
This aligns with GP strategies and also social welfare. Thus this dept. is mainly the interface of
GP in the society.
0inance Divi!ion:
The ma7or tas% of the ;inance department is budgeting which is an important part of controlling.
;inance division consists of various departments li%e3 Investment 'ontrol, ;inancial 'ontrol,
Payroll and Ta1, ;inancial policy and Strategy (;PS), 'apital "ar%et etc. 0rganogram for the
division is given below
0inance Department:
The main role of this department is financial planning and control and budgeting and control. In
addition it performs tas%s such as methodology and development of the system, providing
management information, analysis of financial statement for future action and co3ordination of
information flow for inter3departmental and intradepartmental purposes.
Payroll* 'a7 and other department!:
This is a very sensitive and important segment in the finance department. This department is
responsible for complying with the 'ompanies Act and rules regulations of the Government. It
also wor%s as legal advisory of ta1, /AT and other e1ternal affairs.
'here i! al!o an 67ternal o1Ordination / &egal !ection 3hich i! re!pon!ible for the
regulatory obligation and legal finding! of the ompany, 'hey handle both internal and
e7ternal legal affair!,
In addition there are the %ccount! Department and the o!t and Budget Department, %t
pre!ent* the above department! are under !upervi!ion of the divi!ional director and
manager of finance along 3ith account! officer! for a!!i!tance,
Information 'echnology -I'. Department:
<aily activities of GrameenPhone li%e computer applications, PA#Q phone system, e3mails and
other internet related issues are all managed by the Information System <epartment. Lhenever
users face any problems in the above3mentioned activities, this department provides instant help.
IS mainly wor%s with Switch and 'ustomer 'are department. It maintains and manages the
server oriented application software which is %nown as 'A#S *DDD. #illing and 'ustomer 'are
use 'A#S *DDD and in this way they are closely related with IS <epartment.
Information System <epartment includes the Information <epartment which is responsible for
information flow both within and outside the organi$ation.
In addition to the formal management structure GrameenPhone provides a close, well3%nit
informal structure. Fmployees en7oy a recreational center with modern facilities and occasions
such as GP nights celebrating achievements or rewarding competent employees. They have a
well organi$ed 'afeteria, T/ room and several other facilities for rela1ation. #uilding a
encouraging environment to wor% together as a family is e1tremely important to GrameenPhone.
8et3ork / 8et3ork overage of +rameenPhone
GrameenPhone aims to build a full range of service all over the country. The company has
targeted to build e1tensive networ% all over the country. ;or better coverage, GP has ta%en ,+DD
Rm fiber optic cable networ% leased from #angladesh Mailway. In April *DDA, GP had .:D base
stations. Iow till "ay2D:, it has ,.:D base stations. ;urthermore, considering the subscribers2
need of !uality networ% and e1tensive coverage, the company is planning to set up another
thousand base stations in the following year. Mecently GP has doubled its speech !uality
-DDGS" "H$ to ,JDDGSm "H$. Already the company has e1panded its networ% to +,
districts out of +A districts and ADD upa$illas out of A+D upa$illas. It2s the only company which
covers the most of the land areas with its net wor%. Appro1imately :*B land area is covered by
GrameenPhone2s networ%. In over all, GrameenPhone offers the most competitive networ%
facility to its subscribers, and continue improving it. F1isting coverage areas are divided into si1
$ones according to the divisional boundary. These are3
Dhaka
Sylhet
hittagong
Raj!hahi
9hulna
Bari!al
The $one in which a subscriber is registered with GrameenPhone is that subscriber2s Home Sone, and all other $ones
are Memote Sones.
Di!tribution hannel:
<istribution channel is the bridge between the company and the consumers. <istribution channel
is very important for any company. If there is a gap in the distribution channel, the mar%eter is
unable to reach its productsPservices to the customers in time.
GP decided to distribute its products through its own distribution channel. And the agents would
sell the mobiles to the customers. As GP2s growth rate is very high, there are many interested
people who want to become distributor of GrameenPhone. #ut GP has some strict policies that
are maintained while giving permission to the new sales agents.
"oreover, GP has agreements with established distribution channels li%e #utterfly, ;lora, and MangsH who are also
acting as GP2s distributors. 'urrently the number of distributors in the country is over A9D.
At the beginning, GP started its sale through only ,* P0S (Point of Sales) around the country.
Then simultaneously its P0S have been increasing with growing demand of mobile service. The
total number of Points of Sales in the GP distribution networ% increased to 9-, in <ecember
*DD9 from 9:9 in <ecember *DD*. Mecently, total Iumber Point of Sales is ,DA. as of
"arch2D:. "eanwhile, till "arch2D:, GP has .: Scratch 'ard distributors with ,A,:DD retail
outlets throughout the 'ountry.
Indu!try %naly!i!
Background of the Indu!try:
In a highly populated country li%e #angladesh, telecommunication can play a vital role to boost
the economy and social level of people. The introduction of cellular phones has dramatically
changed the lives of businesses and individuals.
As there is a growing trend of wor%ers turning from farming to other occupations, the need for
mobiles is increasing among the thousands of impoverished villages. The overall efficiency of
other business has increased as an aftermath of the government2s decision of deregulating the
telecommunications sector, which until the late ,-JDs had been a state monopoly.
Privati$ation of the telecommunications sector began in ,-J-, when Sheba and #MTA were
awarded *:3year licenses to install and operate fi1ed3wire lines and wireless services in rural
areas. The same year, Pacific Telecom #angladesh got the government2s permission to launch
the country2s first cellular phone and paging service sold under brand name 'ity'ell in
collaboration with a Hong Rong3based company. The company targeted only the higher class of
the society. <uring that time price of mobile was above T% :D,DDDP?. Iaturally, the growth of
the industry was too slow. 'ity'ell had a virtual monopoly until ,--+, when the government
gave licenses to three more companies to operate cell phones in #angladesh. So, the government
decided to bring more companies in the mar%et and brea% the monopoly.
After careful evaluation the government decided to provide three licenses to GrameenPhone, T" International
(A%Tel), and Sheba Telecom (#anglalin%). 0nly 'ity'ell is using 'ode <ivision "ultiple Access ('<"A)
technology, A%Tel, GrameenPhone, #anglalin% these three companies are using GS" (Global System for "obile)
technology. GS" is the most popular mobile telecommunication technology in the world. About +DB of the cell
phone users of the world use GS" technology.
These three new companies entered the mar%et, not only helped trim down over3dependence on
#TT#2s fi1ed3line system, but also made mobile phones cheaper and easier to get. The price of a
cell phone came down from T*,DDD to as low as T,DD, depending on the features of the handset
and SI" price is only T%.*DD39DD. #TT#2s mobile phone Teletal% has been launched.
A definite development has been observed in the #usiness "ar%et with comparatively high
e1pectations. 'ustomer maturity and anticipation regarding technology has increased over time.
Mumors regarding new entrants have groomed e1pectations in the mar%et. 'onse!uently, people
are e1pecting cheaper handsets with lowered airtime.
'elecom Market +ro3th:
At the initial stage of the mobile telecom industry because of high startup cost and high tariff
there was only a few numbers of subscribers. In ,--. there were appro1imately *9,DDD mobile
subscribers around the country with a low mar%et penetration rate (.D*B). At present, the number
of mobile users in the country is appro1imately :.J. million and among them GP2s subscribers
are over 9.: million. Might now, in mobile industry, #angladesh has four private companies and
newly Teletal% a sister concern of #TT# has entered in the mar%et with a target to get D.*:
million subscribers by first + months of launch and , million by *DD+. Teletal% has offered lower
rate with PSTI connection all over the country. The total number of districts covered in mobile
industry has been increased to +, in *DDA from ,in ,--.. The total telecom growth has increased
to ::B in *DDA from ,-B in ,--J. Initially, mobile growth rate was too high which was ,.JB in
,--J and now it is come into +.B in *DDA. That means this industry is now going to its maturity
stage. ;rom the comparison of different operators2 subscriber base, it can be concluded that GP
is still leading the way with a sharp distance. Though 'itycell is the first mobile operator in
#angladesh, it is not doing its business so good. It is increasing its subscriber from *DDD in ,--.
to 9.DDDD in *DDA. 0n the other hand, A%Tel is growing its subscribers faster than 'itycell
which is from 9DDD in ,--. to ,DDDDDD in *DDA.
4::; 4::< 4::: =>>> =>>4 =>>= =>>? =>>5
Market
Penetration
D.D*B D.D:B D.,DB D.*,B D.:9B D.J.B ,.JJB 9.,9B
Di!trict!
overed
, * *+ 9+ AD A- :- +,
Mobile +ro3th
rate
,.JB -+B ,*,B ,A-B +:B ,,+B +.B
'elecom
+ro3th Rate
,-B ,.B 9AB ++B A*B ADB ::B
Sub!criber Ba!e
+rameen
Phone
,J,DDD
9D,DDD
+D,DDD
,-,,+-D
A.,,9.,
..:,9,D
,J.J,DDD
*A*A,,..
itycell*,DDD,-,DDD
*+,*DD
99,:DD
,DD,DDD
,+D,DDD
**:DDDD
9.D,DDD
%k'el
9,DDD
,*,DDD
*J,:DD
9A,*DD
-+,DDD
,:D,DDD
9DD,DDD
,DDD,DDD
Bangla&ink
3
9,DDD
,,,DDD
,-,DDD
*.,DDD
+D,DDD
.D,DDD
,DD,DDD

Table :8 <evelopment of the Telecom "ar%et ,--.3*DDA
The penetration rate of mobile phone industry in #angladesh is increasing rapidly. The rate was
increasing slowly from ,--. to ,---. After that, the rate was increasing faster and now till
"archK D: the penetration rate is 9.AJB and only GrameenPhone2s penetration rate is *.,*B.
;i1ed networ% penetration is ..*B.
Sub!criber Ba!e of Mobile Operator!:
The mobile mar%et consists of four mobile operators. Among them, GP holds *,-*.,J:D, A%Tel
,,9::,DDD, 'ity'ell ADD,DDD, and #angla&in% ,9D,DDD. The total number of subscriber of all
mobile operators is A,9,.,:D+.
MOBI&6 OP6R%'ORS S@BSRIB6R B%S6 -6OA March >B.
Market Share of Mobile Operator!:
The mobile phone mar%et consists of four operators. 0ut of which, +*B share of the mar%et
belongs to GP, JB to 'ity'ell, **B to A%Tel, and :B to #anglalin% and the rest 9B to Teletal%
as of Uune, D+. GP holding the ma7or share maintains a Nmar%et leader2 strategy to all other
players in the mar%et. The telecom mar%et intends to grow at penetration rate of more than
9.AJBH where GP has already penetrated at *.,*B.
M%R96' S(%R6 O0 MOBI&6 OP6R%'ORS -6OA Cune >D.
ompetitive Po!ition of the mobile operator:
'able D: Relative po!ition of mobile phone operator!
'arget
u!tomer
Price / 'ariff Euality 'echnology Strategy


'orporateP
Individual
&ow
<eteriorating services
'<"A
Ietwor% e1pansion 4 attractive products
'orporatePS"FP Individual
'ompetitive
High !uality service but limited coverage
GS"
Increase coverage and mar%et share 'orporatePS"FP Individual
/ery affordable
&ow !uality and limited coverage
GS"
Increase coverage and "ar%et share

+rameenPhone'orporateP
S"FP
Individual
'ompetitive
Good networ% with wider coverage
GS"
To maintain the no. , position as a cell phone operator S"FP Individual
'ompetitive
&imited 'overage
GS"
To grab the mar%et share

Target customers are almost same for the four mobile operators. Megarding to price and tariff, A%Tel and
GrameenPhone are very much competitive. #anglalin%2s price and tariff is very affordable and 'itycell is able to
give low price to its subscribers. In case of service !uality and networ% coverage, GrameenPhone is leading the
number one position among them. 0nly 'itycell use '<"A technology and others three use GS" technology. #y
this, 'itycell differentiates its products from the others. F1cept GP, 0ther operators2 recent strategy is increase
coverage and mar%et share through attractive products. 0n the other hand, GP2s strategy is to maintain its number
one position. Teletal%2s main strategy is to grab the mar%et share as much as they can
(ighlight! of ompetitive Po!itioning of Mobile Operator!
The operators have been engaged in inten!e competition in term! of !tart1up co!t and
tariff. "ost of the competitors of GP has adopted and will adopt net3ork e7pan!ion
!trategy.
+ood relation!hip 3ith regularity authority is strength of some of the other mobile
operators while GP has achieved it to some e1tent by abiding by laws and showing
positive results.
urrent Market Scenario:
The telecom mar%et is e1periencing a transition period, at present. Singtel has already come up
with 'ity'ell to invest in the mobile telecom mar%et of #angladesh. Another Fgyptian company
named as 0rascom has bought all the share of #angla&in% and planed to invest a huge amount to
capture a mar%et share of 9DD,DDD by the mid of *DD:. ;lat duty has been introduced for networ%
e!uipment hardware. GS" product of #angladesh is now considered to be most economical in
the region even though the startup cost has increased to #<T :DDD for mobile phones.
The parties involved in mobile and fi1ed telephony business have ta%en appropriate measures to
improve their products and services accordingly. #TT# has lowered its start up cost in small
towns. They have also reduced their IL< and IS< call rates. Iew areas of Iorth #engal have
come under coverage through other mobile operators. 'ity'ell and A%Tel have launched pre3
paid service with PSTI access. A%Tel and #angla&in% have reduced their monthly access fee.
"oreover, 'itycell has introduced Super 0ff3pea% rates for efficient use of technical facilities.
;or reducing the comple1ity of tal% time charge, #anglalin% has introduced new charge for all
time which is less than *.:D T%Pminute. 0ffering free tal% time and free S"S is now becoming
the hottest promotional tool for being competitive in the mar%et.
#esides improved products, services, and better deals, the competitors are also competing with distinct
communication strategies. They are also trying to e1pand their distribution networ%. 'ity'ell has signed two big
distributors, namely Singer and Sony.
9ey Succe!! 0actor!:
In an industry li%e telecommunication in #angladesh, competitors2 analysis is an important
factor. To analy$e the industry competitors there should be specific determination of Rey
Success ;actors (RS;2s). These RS;2s will help to determine which competitor is more attac%ing
and having the competitive power. Some of the %ey success factors are3
'all rate
Ietwor% coverage
'ustomer Service
/alue Added service
"ar%eting 4 Promotion
#rand /alue
ompetitor! Profile Matri7 -PM.:
#ased on the %ey success factors we have calculated 'P" for the companies. The companies
competing in the industry are ta%en into consideration and they are weighted with some values.
'P" for telecom companies of #angladesh is given below3
9S0F! Geight +P %9'6& Banglalink I'A6&&
Mating Score Mating Score Mating Score Mating Score
,. 'all rate D.,: *.DD D.9D 9.DD D.A: *.DD D.9D A.DD D.+D
*.Ietwor% 'overage D.9D A.DD ,.*D 9.DD D.-D *.DD D.+D *.DD D.+D
9. 'ustomer Service D.*: A.DD ,.DD 9.DD D..: 9.DD D..: *.DD D.:D
A. /alue added service D.,D A.DD D.AD 9.DD D.9D *.DD D.*D ,.DD D.,D
:. "ar%eting 4
Promotion D.,: A.DD D.+D 9.DD D.A: A.DD D.+D *.DD D.9D
+. #rand /alue D.D: 9.DD D.,: *.DD D.,D 9.DD D.,: *.DD D.,D
'otal 4,>> ?,DB =,:B =,D> =,=>
;rom the calculation above it has been a clear idea that GrameenPhone is the most facvorable position in the mar%et
in terms of competitive advantage. 'ompetitive Profile matri13 'P" for GP is 9.+: which is !uite high than any
other mobile operator. The closest competitor is ARTF& having the score *.-:. All other competitors are far behind
from GP. The strongest position in Ietwor% 'overage provides the most favorable and strong position in the mar%et.
GP needs to concentrate on increasing brand value and customer service because call rate won2t be GP2s turning
point to survive. GPs policy is Not to be cheapest rate provider in mobile market
Po!ition in the market for +rameenPhone:
Perceptual mapping helps to understand the position of a company in the mar%et. It portrays the
perfect picture of a company based on the characteristics and competencies it has. Thus,
Strategic position for GrameenPhone has been designed here based on networ% coverage area
and technology implementation and process innovation. Here is the strategic position map3
Banglade!h 'elecom Outlook -till =>>B.
Indu!try analy!i! 3ith Porter! five force!:
Porter2s five forces "odel is a %ey Analytical Tool for <iagnosing the 'ompetitive
Fnvironment. It has used five forces to reveal the state of competition. It has become an
important tool for analy$ing an organi$ations industry structure in strategic processes. It allows
the strategic thin%ers to formulate appropriate strategy for a particular entity through systematic
and structured analysis of mar%et structure and competitive situation, and helps improve the
position of the organi$ation. The model is presented through five competing forces which are
given below.
Through Porter2s model, I have tried to define the five %ey factors for analy$ing competitiveness and attractiveness
of the over all mobile 'elecommunication indu!try.
'he degree of rivalry 3ithin the indu!try
'urrently, there are : competitive companies (GrameenPhone, A%Tel, 'itycell, #anglalin%,
Teletal%) in the mar%et 0ut of which, +*B share of the mar%et belongs to GP, ,*B to 'ity'ell,
*:B to A%Tel, and the rest *B to #anglalin%. GP holding the ma7or share maintains a Nmar%et
leader2 strategy to all other players in the mar%et. The telecom mar%et intends to grow at
penetration rate of more than ,.99BH where GP has already penetrated at ,.:+B. Iumber of
competitors is low but the competitors are powerful and highly competitive. That2s why the
degree of rivalry within the industry is very high.
'hreat of ne3 and potential entrant!
As GrameenPhone is having the highest number of subscriber and there is a high demand for
their service, customer pulling is also high. So, they are on the way to achieve economics of
scale. sing economics of scale and e1periencing this advantage, they are trying to %eep the
price lower. This strategy can discourage potential entrants from entering the mar%et. In the long
run, they have strategy to attract the highest number of local people by mar%eting and also lot of
national or multinational by establishing high technology and achieve further economics of scale
more efficiently, which is also a threat for the potential entrants. In the near future after reaching
the brea%3even they may decrease the average cost per unit and can get the absolute cost
advantage.
GrameenPhone became popular within short period of time through their effective promotions.
'ompany made lot of press releases, T/, radio Ad, which made the name 6GrameenPhoneK
familiar to the customers.
High switching cost for post paid subscription is a barrier for the potential entrants in this
industry. As the technology, e1pertise, capital needed for this sector is not easily obtainable
that2s why switching cost is higher.
'hreat of !ub!titute product!:
#TT# has already reduced the IL< and IS< call charge. ;urthermore, around :D private
companies get the license to provide wireless phone and lane phone service. Man%stel, Iorth
#engal Phone 'ompany One el has already started their operation. !ankstel provides wireless
phone service and it covers <ha%a, Ga7ipur. The growing number of substitute products indicates
that the e1isting players have to face threat from these products. #ut again, in other sense I can
say that mobile phone service gives the freedom of mobility which its substitute cannot give.
Hence, the threat of substitute is moderately is low.
SupplierF! bargaining po3er:
GrameenPhone has been maintaining good relation with its suppliers. The company has strategic
coordination with its suppliersH hence its suppliers bargaining power is moderately low. GS"
technology give the advantage to the company and its subscribers to change mobile set any time
they want. Again, the industry has lots of suppliers, as a result GrameenPhone has possible
alternative to change suitable supplier.
BuyerF! bargaining po3er:
There are many players in the mar%et, which gives the customers alternative and power to choose
different brand according to their preference. That2s why buyer concentration is high. The
competition in the mar%et ma%es the customer more powerful and the companies more
competitive among each other2s
"ntegrated evaluation o# Porters $ive $orces%
Fvaluation of the industry2s attractiveness
;rom the above conse!uences of Porter five forces, I have identified that the mobile
telecommunication industry has high degree of rivalry within the industry, low threat of new
entrants and substitute products, low bargaining power of suppliers, high bargaining power of
buyers. So this situation leads to consider "obile Telecommunication industry2s attractivene!!
i! moderately high for the e1isting players. Again, Government2s overall support made the
telecommunication industry loo% more attractive for the e1isting players. Government has
licensed only five companies for operating in mar%et, which created an entry barrier for potential
entrants. Government allowed establishing plants in the rural area, which definitely helped GP to
create a vast networ% all over the country.
Other factor! for 6nvironment:
SGO' %naly!i!:
SL0T stands for Strength, Lea%ness, 0pportunity, and Threat. This is a very important tool for
a company to analy$e its internal and e1ternal environment. &et us carry out a SL0T Analysis
of GrameenPhone.
Strength!:
Market &eader:
'he degree of rivalry 3ithin the
indu!try
(I+( Indu!try attractivene!! i! lo3
'hreat of ne3 and potential
entrant!
Moderately lo3
Indu!try attractivene!! i!
moderately high
'hreat of !ub!titute product! Moderately lo3
Indu!try attractivene!! i!
Moderately high
SupplierF! bargaining po3er Moderately lo3
Indu!try attractivene!! i!
moderately high
BuyerF! bargaining po3er Moderately (igh
GrameenPhone (GP) became the country2s leading cell phone operator since *DD,. ;rom year
*DD, to till now GrameePhone2s subscribers has increased A.,,9DD to 9.9 million represent +*B
of the mar%et share. GrameenPhone in recent years has maintained its consistent growth strategy
country wide, offering cellular voice and non voice services to the mar%et at an affordable price,
on a scale hitherto unprecedented. The e1pansion of the mobile networ% has gradually included a
large number of remote villages.
+ood O3ner Structure
GrameenPhone is +*B owned by Telenor, a sate3owned telecommunication company from
Iorway and 9JB owned by Grameen Telecom. ;rom these companies GrameenPhone get
financial and technical supports.
0inancial Soundne!!:
GrameenPhone has a huge amount of capital mainly invested by the shareholders. 'apital si$e is
T*JD million. "oreover, global institutions li%e I";, Lorld #an% etc. have sanctioned loan for
GP. This is a huge success for GP. GrameenPhone2s total capitali$ation was ST,*D,DDD,DDD,
including around ST:D million from I;'P'<', and the Asian <evelopment #an% (A<#). It
also received ST+D million in e!uity from the four GrameenPhone private partners. Grameen
Telecom borrowed ST,D.+ million from the 0pen Society Institute to set up /illage Phone. The
company continued to invest heavily in e1panding the capacity of its networ% and coverage.
&arge!t +eographical overage:
GrameenPhone has the largest geographical networ% coverage compare to its competitors. GP
will continue to ma%e fresh investments to further e1pand its coverage throughout the country
and increase the capacity of the networ%, so that more people can avail the service. GP has
already put into operation A:- new base stations this year alone, bringing the total number of
base stations to ,,*J operating around the country. Presently, GrameenPhone has coverage in
some +, districts and ADD pa$ilas. There are ,.:D base stations in operation around the country.
;urther more the company is panning to set another thousand base station by this year. The
competitors are also lagging far behind in this regard.
ompetitive price:
Price is a big competitive advantage for GP. GP is selling the hand3sets and connection pac%age
at a very low rate. F.g. lowest pac%age rate of GP was TR :,-DDP?. The competitors are no where
near GP, in this regard.
%vailability of Backbone 8et3ork -Optical fiber.:
GrameenPhone &td. sub3leases the Transmission 'apacity of its ,+DD ;iber 0ptic Ietwor%,
leased from #angladesh Mailway, commercially to the prospective business unitsPclients. There
is a contract between GrameenPhone and #angladesh Mailway that GP will use this networ% for
the ne1t *: years. This advantage enables GP to set a Iation Lide Ietwor% in a very
contemptible e1pense. GP optic facilitates nationwide coverage, technical e1pertise, robust
networ% and minimum downtime for non3protective circuits.
International Roaming:
As mentioned previously, GrameenPhone is providing international roaming facility to GP
Megular subscribers. These subscribers can avail this facility after fulfilling some re!uirements.
GP has international roaming agreement with *D* mobile phone operators of ., countries.
Dynamic management team:
GrameenPhone has a dynamic management team that consist e1perts from both home and
abroad. This helps GP to always remain on trac% and move forward at a consistent pace.
=5 hour! cu!tomer !ervice:
GP has a *A hour customer service tool. This is popularly %nown as Nhelpline2. This service
%eeps a continuous relationship with the subscribers.
+P+P 8et3ork:
GrameenPhone has an absolute advantage in mobile to mobile phone (GPGP) mar%et in
comparison to the competitors. This is really a new concept in the mobile telecommunication
networ%. GP has developed this alternative networ% that is fully dominated by themselves.
G%P:
As we have already mentioned that LAP stands for Lireless Application Protocol. /ery
recently they have launched this service.
6!tabli!hed Brand H Brand 8ame H +rameen Image:
The branding activities have led GrameenPhone to build a strong brand. The mother brand is
placed on the same platform as other renowned brands li%e #ritish American Tobacco, 'iticorp
etc in #angladesh. GrameenPhone has already built its brand image by its profound service,
widest networ% coverage and social responsibilities. "oreover GP is the second largest ta1payer
created a better brand image in customers mind.
Individuali!m:
Although GrameenPhone has close affiliation with its multinational parent company,
GrameenPhone has an independent brand identity in the mar%et.
67ten!ive Market pre!ence -availability.:
To ma%e telecommunication accessible to the mass mar%et, GP has set up its P0S in the most
convenient areas of the districts under the GP networ%. Till year *DDA the company has ,D9J
P0S.
Skilled (uman Re!ource:
The employees= are young, dedicated and energetic. All of them are well educated at home or
abroad, with both se1es (genders) and minority groups in #angladesh being well represented.
%cce!! to the 3ide!t rural di!tribution net3ork through +rameen Bank:
To day 9:.DDD villages are connected and women, lin%ed to the renowned "icro 'redit Program
through Grameen #an%, have become borrowers and owners of the /illage Phone. The Program
offers mobile service to over AD million people in remote areas. 0n average a /illage Phone
0perator earns nearly ,.DDD S< a year, nearly three times more than the average per capita
income.
)alue added !ervice:
GP recently launched two new value3added services. The S"SPAG service enables you to send
subscribers bill payment information to avoid barring subscription, while the 6'ell F3mailK
service allows sending and receiving e3mail using GP mobile phone. Fmail through mobile
phone service has already proved to be beneficial to the subscribers, who don2t have access to
the Internet.
Geakne!!e!
Geak overage:
GP has wea% coverage in some districts li%e Ietro%ona, &a1mipur, Iaogaon, Piro7pur,
"aulviba$ar, Habigan7, 'o12s #a$ar and so on. As the subscribers2 complaints, they can not
communicate effectively in these wea% networ%s. Again GP still now has not three districts
namely Mangamati, #andarban and Hilltrac%s.
Billing Sy!tem8
The abrupt barring of connection due to a complicated billing system confuses the customers.
Such hassles lead to an unfavorable impression for the company.
8et3ork &imitation8
'all drop, congestion, and poor connectivity with #TT# result in bad image of the company.
Some value1added !ervice! are not !ucce!!ful:
3/oice "ail service due to language barrier, lac% of promotions, lac% of %now how about
interactive services and also because people are reluctant to spea% to a machine.
3sage of Short "essage Service is still low due to lac% of promotion, lac% of %nowledge of
Fnglish, unawareness of handset configuration and un3ergonomic nature of %eypad.
3<ifficulty in 'onfiguration, handset barrier and slow connectivity are hampering LAP2s
popularity.
3&ac% of co3ordination is used as an e1cuse not to solve problems
omplicated price !tructure:
Post3paid call charge is very complicated to the customers. Fven though per unit call charge is
mentioned, sometimes customers get confused about their bill.
8o long1term Di!tributionHhannel !trategy:
GrameenPhone has not yet ta%en initiatives of its long3term distribution channel strategy. GP2s
current mar%et e1pansion with its short3term distribution channel goal meet it present
re!uirement. #ut for its future mar%et e1pansion and to reach its new segment of customers more
effectively in efficient manner GP needs to ta%e bold steps from now on.
ommercial ad! are not too creative:
GP2s commercial ads are not that much appealing its prospective customers compare to its
competitors. /aluable features are not focused in its ad. GP does not show its competitive
advantages through its ads whereas its competitor such as 'iticell has done it effectively.
Becoming Market 0ollo3er:
GrameenPhone Is now becoming mar%et follower as competition is going so fast in mobile
telecommunication industry. As a mar%et leader, it is not good for GrameenPhone to become
reactive to its competitors.
Opportunitie!
&and Phone:
#angladesh Government has already started to provide license to private sector to setup land
phone. GrameenPhone has a very good reputation in the country. They can capitali$e this
goodwill and ta%e initiatives to enter the mar%et of land phone.
%ttractive market:
#angladesh is a highly attractive mar%et for mobile services due to its large and highly
concentrated population, low penetration of telecommunications services, and high growth in
mobile subscribers. Lith appro1imately ,AD million inhabitants, it ran%s as the eighth most
populous country in the world and is among the most densely populated. #angladesh is served by
only ,million fi1ed lines and has only appro1imately A.: million mobile subscribers. Lhile
mobile services have been available in #angladesh since ,--,, growth in this sector has only
accelerated in recent years. This mar%et has still low penetration rate but still there is opportunity
to increase high penetration rate.
(uge need for telecom !ervice!:
'urrent mar%et growth rate of the telecommunication is significant which arises a great
opportunity for the cellular phone companies to grow rapidly. The demand of the cell phone is
still increasing. /ariety services with most lucrative features made this sector more and more
attractive day by day. Mecent year2s growth reflects the enormous potential for the development
to telecommunications and information technology in the country.
Declining price! for hand!et!
The prices of the mobile sets are declining in #angladesh that ma%es a easy gate way for the
customers to use cell phones. It will create an opportunity for the telecommunication industry by
getting large number of customers. There are some others opportunities, which can be important
factors for GrammenPhone, are8 Fconomic growth of #angladesh, new and better
interconnection agreement and future privati$ation of the fi1ed networ%
'hreat!
+lobal ompanie!:
As global companies li%e AT4T, #P& are operating in India, they might thin% to enter the
#angladeshi mar%et with higher capital. If so, it will be a huge threat for GP.
'/' Mobile:
T4T is now entering the mobile telecommunication industry. It is now becoming the great threat
business for all other mobile phone operators by providing unfair advantages and cause sever
problems.
ity ell and %k'elF! Recent 67pan!ion Plan:
Among the e1isting competitors, 'ity 'ell and A%Tel are planning to develop country wide
networ%. This can also divide the advantage that is currently en7oyed by GrameenPhone alone.
More rigid government regulation!:
Government rigid regulations and policy narrows the direction of the cellular phone companies.
GrameenPhone has to go through lengthy government procedures to ta%e permission to launch a
new service pac%age. The imposed increased ta1es for SI" price will slower the growth of this
industry.
'hreat! of potential ne3 entrant!:
There are rumors in the mar%et that some companies are trying to enter the mar%et with cheaper
technology. Potential new entrants can get into the telecommunication mar%et with cost effective
approach and ta%e off mar%et shares. Iew domestic and foreign cellular phone companies can
start telecommunication networ% business. As #angladeshi people are very much price sensitive,
it might cause serious problem for GP.
B''B ha! reduced 8GD and ISD call charge:
Mecently #TT# has reduced its IL< and IS< call charges to promote &AI phone usages. This
has affected the mobile phone industry and significantly reflected in the revenue earning of
#TT#.
InadeIuate interconnection 3ith B''B:
;rom the beginning GrameenPhone is facing inade!uate interconnection with #TT#. As a result
its interconnectivity networ% does not perform up to the mar%.
8ational cata!trophe!:
Iational catastrophe may severely hamper the networ%ing system. GP2s towers at different
location are affected by natural calamities.
Price 3ar:
All the four companies are fighting to get the mar%et share by cutting price of the mobile phone
connection. All competitors are lowering the unit price and also providing pulse facility li%e
A%Tel provides pulse at the thirty seconds of the first minute. So the mar%et is fighting with each
other with their pricing strategy.
Market Boundary:
"ar%et boundary is an important phenomenon for a company as in needs to integrate the
customer group, customer functions and technological uses. A mar%et boundary diagram helps us
to build a schematic image for the company2s products and service demand and potential mar%et.
;or GP I have drawn a mar%et boundary diagram It is shown in the ne1t page3
GP2s services include all the customer functions. #ut it mostly serves the purpose of being
mobile at a cheaper e1pense. GP uses GS" technology out three available options and its ma7or
customer group is individuals.
Segmentation:
GP2s mobile phone service targeted towards the consumer mar%et. So, it can be treated as a
consumer product or service or pac%age.
The ma7or factors that play important roles in the process of consumer segmentation are8
,. <emographic factors (age, income, se1 etc.)
*. Socioeconomic factors
9. Geographic factors
A. Psychological factors
:. 'onsumption patterns
+. Perceptual factors
.. #rand loyalty patterns
Proper consideration of the above factors will result in effective consumer segmentation for GP.
)alue hain %naly!i! for +P:
/alue 'hain is an important analysis method for determining how the firm is creating value for
the end users. It involves various primary and secondary activities both inside and outside the
firm. #oth primary and secondaryP support activities help to create value for the firm. Here, I am
going to analy$e the value chain activities performed by GrameenPhone.
Primary %ctivitie!:
,. R/D1 In terms of M4< GP is not in a satisfactory position. GP generally conducts its
M4< activities relating the research firms and their own employees. The company has its
own M4< team.
*. Procurement1 Procurement is an important and crucial activity that GP has been
performing over the years. The company has created the environment favorable by
designing different procurement team.
9. Marketing / Sale!1 "ar%eting and sales is the most important primary activities for the
company. Success of the company mostly depends on the mar%eting strategies and sales
efficiency. In terms of mar%eting GP is doing satisfactorily compared to other
competitors li%e ARTF& and #anglalin%.
A. u!tomer Service1 'ustomer service is another important phenomena for a company to
create value to the sta%eholders. After sales service and instant service is operated by GP
can create the ultimate value for the customers. 'ustomer service is a heavily weighed
%ey success factor in telecommunication industry. That2s why this should be emphasi$ed
more.
SecondaryHSupport %ctivity:
,. Information Sy!tem1 ;or a company li%e GP it is very important to be attached to the
information technology. Fach and every day more and more technology is coming in to
the scenario. Thus GP needs to integrate the information system for better service
delivery.
*. Inventory Management1 As GP is one of the service providers in the telecom sector, it
does not need to deal with Inventory issue.
9. (uman Re!ource1 Another important value creation activity is managing human
resources inside the firm. Lithout e1perienced and s%illed human resource it is not
possible to ensure efficiency for service delivery activities. Highly educated and
e1perienced employees can ta%e a great role in value creation activities.
Thus I thin% there are lac%ing in value chain activities for GrameenPhone which should be
solved as early as possible.
<, Social ommitment of +rameenPhone
Orphanage Project: The orphanage is situated at /atara #a$ar, #aridhara, <ha%a. At present .:
children are residing there. Twenty five staffs are employed for overall loo% after of the children.
The children are aged between A and ,: years The orphanage is a pro7ect of '<P ('hildren
development program) and is funded by Telenor, the ma7or(:,B) share holder of GP.
Dhaka Shi!hu (o!pital Project: GrameenPhone has sponsored one of the wards of <ha%aShishuHospital (ward
VA) with various utility facilities li%e Pure <rin%ing Later, providing #ed linen, utensils, mos!uito net etc.
%gain!t Dengue:
a) %3arene!! buildup:
i) To create awareness against deadly diseases li%e dengue GP has published articles dealing with
the preventive and protective measure of this disease in their monthly newsletter and in form of
boo%lets.
ii) GP has also provided in field and in house training to create awareness among people of
different classes of society.
iii) GP uses its sources in its regional offices in 'hittagong, Ma7shahi, Rhulna And Sylhet to
create awareness against this disease in those cities.
b)Spraying against "os!uito8 Lith collaboration to <ha%a 'ity 'orporation GP has sprayed
aerosol for destroying mos!uito in areas li%e ;ourth class employees colony of <.'.' in
Gulshan,,Gp office premises and in locality of Gulshan circle , 4 *.
c) 'leanliness Program8 GP has sponsored 'leanliness programs in its own locality and in slam areas of Gulshan to
prevent the breeding of mos!uitoes and for healthy environment.
%3arene!! about 6PI di!ea!e!:
GrameenPhone has e1tended its hand of cooperation in generating awareness about FPI diseases
by helping II'F; in arranging various programs in this regard. GP sponsored several
programs involving children and parents with II'F; li%e seminars, art competitions etc.
%3arene!! about %!thma:
'ollaborated with Asthma Association of #angladesh GrameenPhone has arranged rallies and
seminars to create awareness about prevention 4 treatment of Asthma.
%3arene!! about (ealth / (ygiene:
GrameenPhone HSF team has wor%ed e1tensively to create awareness about personal 4
community health 4 hygiene. GP has conducted seminars, rallies, in field and in house training
in this regard in its Head office, regional offices and other organi$ations li%e F' 4 Iordic 'lub.
;irst aid, safety in wor%ing place, clean environment etc topics is generally discussed in these
awareness programs.
Blood Donation Program:
0ne of prominent social contribution of GP is in the field of /oluntary blood donation.
GrameenPhone has sponsored and directly participated in various voluntary #lood <onation
Programs around the country with voluntary blood donation organi$ations li%e Shandhani and
Med 'resent Society.
Fach year GP arranges a yearly HSF (Health, Safety 4 Fnvironment) wee%. 0ne of the regular programs of HSF
wee% is blood donation camp in GP Head office 4 regional offices. "oreover round the year GP helps in arranging
voluntary #lood <onation camps and wor%s through seminars and camps to produce awareness between mass
people about blood donation.
GrameenPhone maintains a database containing the information about blood groups of all the employees. Lhen any
employee or his family or friend needs blood, he can contact HSF personnel and get contacted with the persons
having the re!uired blood group.
;urthermore in ;ebruary *DD9 GrameenPhone has launched the new 6Push3PullK value3added service. 6Push3PullK
service provides access to various information. If a subscriber sends a Te1t "essage (S"S) to a specific number
writing a %ey word in the message, then hePshe will get the re!uested information instantly. ;or e1ample, if a
subscriber writes #lood in his te1t message and send it to *DDD, instantly hePshe will get the names and telephone
numbers of ma7or #lood #an% services. if a subscriber writes TAQI in his te1t message and send it to *DDD, instantly
hePshe will get the names and telephone numbers of ma7or Ta1icab services.
Plantation Program:
GrameenPhone has under ta%en plantation program in its office premises in <ha%a, 'hittagong,
Ma7shahi 4 Rhulna'ity as a part of their social awareness 4 responsibility. GP has also planted
plants in the road side in areas li%e Gulshan, #aridhara etc.
GrameenPhone Products
The products of GrameenPhone can be characteri$ed as8
Post Paid
Pre3Paid
GrameenPhone2s post paid products are 8
GP3Megular
GP3GP Iational
Any Time 9DD
Any Time :DD
Po!t Paid
+P1Regular:
GP Megular connects to #TT# local, #TT#3IL< (Iationwide <ialing), IS< (International
Standard <ialing), all GrameenPhone mobiles, other mobiles and receives calls from the same.
Mecently all GP Megular phones have been given the mobility facility that enables a GP Megular
mobile holder to receive and send calls from anywhere in the country (under GP coverage). This
product has N;riends 4 ;amily2 offer for 9 GP numbers.
'ariff! and harge!:
All tariffs are sub7ect to change without assigning any reason
,:B /AT applicable to all Airtime charges, monthly fees 4 #TT# charges.
"onthly
;ee
0utgoing Incoming
;riends 4
;amily (*A
Hrs.)
"obile to
"obile
"obile to #TT#
;rom
"obile
;rom #TT#
Pea%
Jam3
Jpm
0ff3
Pea%
Jpm3
Jam
Pea% Jam3Jpm
0ff3Pea% Jpm3
Jam
T%. 9:D
T%.
APmin.
T%.
9Pmin.
T%. APmin. W
#TT# &ocalP
IL<P IS<
charge
T%. 9Pmin. W
#TT# &ocalP
IL<P IS<
charge
;ree
,st min. free 4 T%.
*Pmin. from *nd
min. onwards
T%. ,.:Pmin. for
9 GP nos.
9D sec pulse in the ,st min
,: sec pulse after ,st min
<uring ;riday, *A hours 0ff3Pea% rate applicable
;or IS< 4 IL< calls8 #TT#2s Pea% (Jam = ,Dpm) 4 0ff3pea% (,Dpm = Jam) rate will
be applicable for #TT# charge.
+P1+P 8ational:
GP3GP Iational is another addition of post3paid products of GrameenPhone. This phone can
connect all mobiles within the home $one and all GP mobiles throughout GP2s coverage area. It
has Iational Moaming facility and a flat rate airtime charge of T%. A (WTa1) per minute for all
calls to anywhere within GP2s coverage. This product has N;riends 4 ;amily2 offer for 9 GP
numbers.
"onthly
;ee
0utgoing
Incoming
;riends
4
;amily
(*A Hrs.)
GP3GP GP30thers
Pea%
Jam3,,pm
0ff3Pea%
,,pm3Jam
Pea%
Jam3,,pm
0ff3Pea%
,,pm3Jam
T%. ,:D T%. APmin. T%. 9Pmin. T%. +Pmin. T%. :Pmin. ;ree
T%. ,.:Pmin to 9
GP nos.
9D sec pulse in the ,st min
,: sec pulse after ,st min
<uring ;riday, *A hours 0ff3Pea% rate applicable
%ny 'ime ?>>:
Any Time 9DD is same as GP Iational connections which can connect all mobiles within the
home $one and all GP mobiles throughout GP2s coverage area. The main difference is that Any
Time 9DD has a bundle fee of TR. ,DDDP? for which the subscriber will get 9DD min tal% time free
for GP3GP outgoing calls and there is no monthly access fee li%e TR. *:DP? for GP Iational. It
has Iational Moaming facility and a flat rate airtime charge of T%. A (WTa1) per minute for all
calls to anywhere within GP2s coverage after the first 9DD min. This product has no N;riends 4
;amily2 offer.
"onthly
#undle
;ee
0utgoing
Incoming
Lithin ,st 9DD mins. After ,st 9DD mins.
Pea%
Jam = ,,pm
0ff3Pea%
,,pm = Jam
Pea%
Jam = ,,pm
0ff3Pea%
,,pm = Jam
T%. ,DDD T%. DPmin. T%. DPmin. T%. APmin. T%. 9Pmin. ;ree
9D sec pulse in the ,st min
,: sec pulse after ,st min
<uring ;riday, *A hours 0ff3Pea% rate applicable (after ,st free 9DD mins.)
%ny 'ime B>>
Any Time :DD is same as GP Megular connections which connects to #TT# local, #TT#3IL<
(Iationwide <ialing), IS< (International Standard <ialing), all GrameenPhone mobiles, other
mobiles and receives calls from the same. The main difference is that Any Time A:D has a
bundle fee of TR. ,9DDP? for which the subscriber will get A:D min tal% time free for GP3GP
outgoing call. This product don2t have N;riends 4 ;amily2 offer. It2s the only pac%age which
offer , sec pulse from the first minute.
'ariff of %ny time B>>
"onthly
;ee
"onthly
#undle
;ee
0utgoing Incoming
"obile to "obile "obile to #TT#
;rom
"obile
;rom #TT#
Lithin ,st
:DD mins
After ,st :DD
mins
Lithin ,st :DD mins After ,st :DD mins
Pea%
Jam3
,,pm
0ff3
Pea%
,, pm3
Jam
Pea%
Jam3
,,pm
0ff3
Pea%
,,pm3
Jam
Pea% Jam3
,,pm
0ff3Pea%
,, pm3Jam
Pea% Jam3
,,pm
0ff3Pea%
,,pm3Jam
T%. 9:D
T%.
,,:DD
T%.
DPmin.
T%.
DPmin.
T%.
APmin.
T%.
9Pmin
T%. DPmin
W #TT#
&ocalP
IL<P IS<
charge
T%. DPmin
W #TT#
&ocalP
IL<P IS<
charge
T%. APmin
W #TT#
&ocalP
IL<P IS<
charge
T%. 9Pmin
W #TT#
&ocalP
IL<P IS<
charge
;ree
,st min. free
4 T%. *Pmin.
from *nd
min. onwards
, sec pulse in the ,st min
<uring ;riday, *A hours 0ff3Pea% rate applicable (after ,st free :DD mins.)
+rameenPhoneF! Pre Paid Package!:
6a!y Pre1paid
6a!y +old
Djuice
6%SA Pre1Paid
Introduction of GrameenPhone2s 6%SA pre1Paid Service is another development of mobile
telephony in #angladesh. FASG has Iational Moaming facility and a flat airtime charge of T%. +
per minute. There is no incoming charge. This service helps the subscriber to control costs. It
frees the subscriber from the hassles of paying bills, security deposits and line rents. #ut it
contains nearly all services available in other GP products. Subscribers can subscribe the service
from all GP authori$ed points of sale. To start with, one has to buy the FASG Starter Rit and a
handset. The Starter %it contains a pre3activated SI" card and a Green FASG card. The Starter
%it costs T%. ,,+.:, the Green FASG card worth of T%. 9DD is provided free.
0utgoing
Incoming
"y FASG
(*A Hrs.)
"y Time
+am3-am
or
,pm3Apm
Pea%
+am3,*am
Fasy Hour
,*am = +am
,st 4 *nd min. 9rd min. onwards
T%. 9Pmin. ;ree
T%. 9Pmin.
to , GP no.
T%. 9Pmin.
to any GP no.
T%. +Pmin. T%. APmin.
9D sec pulse in the ,st min.
*D sec pulse after ,st min.
6%SA +O&D
Fasy Gold is same as Fasy Pre3Paid while it connects to #TT# local, #TT#3IL< (Iationwide
<ialing), IS< (International Standard <ialing), all GrameenPhone mobiles, other mobiles and
receives calls from the same. Fasy Gold has a flat airtime charge of T%. + per minute and *
incoming from T4T. There are no incoming charges from mobile.
0utgoing Incoming
"y
FASG
(*A
Hrs.)
"y
Time
+am3
-am
or
,pm3
Apm
"obile to "obile
"obile to
;rom
"obile
;rom
#TT#
#TT# &ocalPIS< #TT# IL<
Pea% +am3
,*am
Fasy
Hour
,*am3
+am
Pea% Jam3
,*am
Fasy
Hour
,*am3
+am
Pea% Jam3
,*am
Fasy
Hour
,*am3
+am
,st 4
*nd
min.
9rd min.
onwards
T%.
9Pmin.
,st 4
*nd
min.
9rd min.
onwards
T%.
9Pmin.
W
#TT#
charge
,st 4
*nd
min.
9rd min.
onwards
T%.
9Pmin.
W T%.
9Pmin.
(;lat)
;ree
T%.
*Pmin.
from ,st
min.
onwards
T%.
9Pmin.
to ,
GP no.
T%.
9Pmin.
to any
GP no.
T%. +
Pmin.
T%. A
Pmin.
T%.
+Pmin.
W
#TT#
charge
T%.
APmin. W
#TT#
charge
T%.
+Pmin.
W
#TT#
charge
T%.
APmin. W
#TT#
charge
9D sec pulse in the ,st min
*D sec pulse after ,st min. (for mobile to mobile)
;or #TT# outgoing (IS<) the pulse is 9D sec after the ,st minute. ;or IL< calls pulse is
+D sec.
after ,st min.
;or IS< calls8 #TT#2s Pea% (Jam = ,Dpm) P0ff3pea% (,Dpm = Jam) rate will be
applicable for #TT# charge.
&'uice%
After GrameenPhone2s eight years successful operation with tremendous business growth and
development, the company has come with its sub brand d7uice with remar%able advertisement
camping. The company launched d7uice in last Pohela #oisha% (,A
th
April, *DD:). <7uice targeted
young generation who craving to communicate and to interact people. <7uice is committed to
meet young generation need of communication with lucrative demanding features. Lhile
focusing it target group d7uice has included comparatively low charged S"S, S"S chat, music
and movie top list etc. <7uice claim that it is more than a mobile phone service. <7uice by its
entire means tried to grab the target groups2 attention with its creative advertisements, products
features and brand image. At present it2s the only mobile operators2 sub brand, which is trying to
create its own image inside subscribers mind. Lith *D sec pulse throughout d7uice offers
improved affordability
Pea% hour tariff (calls to any mobile)
'alls to any mobile during Pea% hours only T% ,.++ Ppulse
0ff pea% hour tariff (calls to any mobile)
'alls to any mobile during 0ff3Pea% hours only T% D.++ Ppulse.
Service Provided by +rameenPhone:
GrameenPhone along with its various products also provides variety of services. 0nly
GrameenPhone subscribers can avail it. These services can be categori$ed by /alue Added
Services and After Sale services. ;urthermore, GrameenPhone also offer GS" features.
)alue %dded Service!:
/alue Added Services (/AS) offer subscribers a service which can create value in subscribers
mind and add value to the company2s service. These services generate revenue for the company.
/AS are sometime created to meet subscribers demand and sometime to create demand of new
services. /alue added service also include non3voice services where the company concentrating
to ma%e subscribers adapt and increase usages, because the company %nows one day voice
service will reach to its saturation and then non3voice services will %eep continuous growth of
the company2s annual revenue. Hence, the bundle of /AS is a great resource for the company to
generate revenue.
At present the available /AS can be categori$ed into the following four ways8
Pu!h Pull Service:
;rom the word push and pull this service can be defined as a service in which a subscriber push
buttons of hisPher mobile set to as% for a !uery and pull it. Push Pull is a S"S based service
which is launched in Uanuary *DD9. Instead of as%ing !uery to the call centers subscribers can
directly pull information by sending S"S to some selective numbers provided by
GrameenPhone.
It is Te1t S"S based service. Subscribers can pull necessary information only by sending S"S
writing specific words. ;or e1ample, for cric%et updates a subscriber has to write 6cri%K and send
it to *DD*. #oth post3paid and pre3paid customers can en7oy this service with common air Tariff
*T% for each !uery. Push pull service offers #ill general emergency !uery, Iews, Fmergency,
Fntertainment, Standard 4 'hartered #an% Account info, <estiny *DDD Agent info, /ani%
Account info, #an% Asia Account info, Oui$ (Prothom3Alo 4 <aily Star), ring tone and logo
down load. F1cept Ming tone and logo down load all the push pull services charges *T%Pmin.
&ogo down load and Ming tone down load charges T%,D for each down load.
Data Service:
0a7 and Data Service:
This service Allow subscribers2 mobile phone to attach to a computer to send fa1es or transfer
data. 0ne can use this service even when subscribers are on the move within GP2s coverage area.
'urrently it is available only to corporate clients. Io need to have connection with a fi1ed line.
#oth post3paid and pre3paid subscribers can avail this service. Post3paid subscribers have to pay
,:DT%. "onthly access fee and *T%Pmin for ;a1 and <ata transfer.
,D.,.*.*. LAP
LAP stands for 6Lireless Application ProtocolK. This is an open global specification that
empowers mobile users with wireless devices to easily access to various Internet information and
services instantly. It provides the mar%et with data (non3voice) services available to many more
participants3anywhere anytime than a personal computer. LAP bridges the gap between the
mobile world and the Internet aswell as corporate intranets and offers the ability to deliver an
unlimited range of mobile value3added services to subscribers3independent of their networ%,
bearer and terminal. "obile subscribers can access the same wealth of information from a
poc%et3si$ed device as they can from the des%top. LAP is a global standard and is not controlled
by any single company. Fricsson, Io%ia, "otorola and nwired Planet founded the LAP forum
in the summer of ,--..
9ey benefit! for a !ub!criberF! of G%P:
Fasy to use.
The possibility of having personali$ed services.
Portability. Gou do not have to entail separate investment for LAP.
Access to a wide variety of services on a competitive mar%et.
;ast, convenient and efficient access to services.
Through this service, subscribers8
#rowse the Internet,
Send F3mail,
'hat on the Iet,
<o 0n3line Shopping.
Some Special Service:
Instead of decreasing tariff, GrameenPhone has offered some special service to meet the
subscribers2 pressure of reducing tariff.
My 6a!y 8umber:
Among the special services GrameenPhone first introduce my easy number. It gives the
GrameenPhone Fasy3Prepaid and Fasy Gold subscribers an option to select a number to which
the subscribers can call T%.9Pmin for *A hours a day. To avail this option the subscriber has send
S"S writing the number to *JJJ. After si1 month the subscriber can change the number or %eep
the previous number. Almost -*B GrameenPhone subscribers activated my easy number
indicate that my easy number is very popular offer.X,:B /AT is applicable.
My 'ime:
"y time is option which gives subscribers a
choice to select a time slot, at which the
subscribers can tal% at cheaper rate.
X/AT is applicable
;rom the statistical data of my easy number users2 data I find that among the *.J. million
subscribers2 *.A-million subscribers are already ta%ing this service. And among the my time
users JDB is using ,.DDpm3A.DDpm time slot and the left *DB is using +.DDam3,D.DDam as their
my time.
My hoice
%fter My ea!y number !pecial !ervice* in 0ebruaryF =>>B +rameenPhone offered My
choice to it! Pre1Paid !ub!criber!, 'hi! give! !ub!criber! an option to enjoy lo3er charge in
peak and off peak hour, 'o activate thi! option a !ub!criber! ha! to !end a SMS to =<=<
3riting My hoice, 'hi! 3ill charge need 'k,=B, %t the time of it! launch the !ub!criber!
ha! to !elect my choice each month no3 a !ub!criber ha! to do it only once,
'ype of call
'ariffHmin in BD' for ()*+ and ()*+ +O&D
Peak (our
-<am to 4= am .
6%SA (our
-4= am to <am.
GP to GP calls A.: 9
GP to other mobile operator
calls
:.: 9
Incoming from mobile ;ree ;ree
GP to #TT# local and IS< :.: W #TT# charges 9W #TT# charges
GP to #TT# IL< :.: W flat 9Pmin 9W flat 9Pmin
Incoming from #TT# * *
A subscriber can not avail my time, my easy number at the same time but with these two the
subscriber can not ta%e my choice. ;rom the factual findings of GrameenPhone subscription I
find that only ,AJ,DDD subscribers (till .th Uune, *DD:) ta%ing this service which implies only :B
subscribers activated my choice special service.
Time slots 'harge
+.DDam3,Dam 9T%PminX
,.DDpm3A.DDpm 9T%PminX
The above graph shows that "y Time is the most popular special offer among the pre3paid subscribers. "y time
offers low tariff per min than "y 'hoice option. This could be a reason of its popularity. ;rom here I can draw
conclusion that #angladeshi Telecom mar%et2s subscribers are very price sensitive.
&'uice @ / I
&i%e "y Fasy number for Fasy pre3paid and Fasy Gold this feature gives to the d7uice
subscribers chance to choose someone special and tal% to that person at a more affordable rate.
The only difference is it offers *D second pulse from the very beginning minute. 4 I tariff is
given below8
T%.,Ppulse during pea% hours
T%. D.++Ppulse during off pea% hours
To en7oy this service the subscribers has to send S"S to ,.. writing the selected number of
hisPher preference. This will charge regular S"S tariff. After sending the S"S it will ta%e
ma1imum ne1t .* hours to activate the number.
Short Me!!age Service -SMS.
S"S is the most popular /alue added service of GrameenPhone. It is popular because it is
cheap. #ut S"S still many subscribers do not %now how to send S"S. S"S in mobile acts li%e
an advanced pager. Subscribers can send and receive te1t messages of up to ,+D characters for ,
S"S, directly from one GP mobile to another GP mobile or any other operator2s mobile.
)oice Mail Service -)MS.
/"S is a uni!ue answering machine. It provides subscribers with a personal electronic mail bo1
in voice mail center. It records subscriber2s personali$ed greetings as well as stores incoming
voice messages.
It records incoming voice messages if subscribers are8
0utside GP2s coverage area or
#usy or
Simply switched off your mobile
It provides *A3hour automatic secretarial service. "a%es one available to his calling person anytime
0riend! and 0amily:
;riends and family is a special feature is given to only regular and standard post3paid
subscribers. It gives the subscribers to select 9 numbers for the following ne1t three month. In
this selected three numbers the subscribers can call T%,.:Pmin for *A Hours. After three months
the subscribers can change the number or can %eep the previous numbers. To avail this option the
subscribers has to S"S this numbers to *JDD writing three friends and family numbers. Again
this will charge regular S"S tariff. After sending the S"S it will ta%e ma1imum ne1t .* hours to
activate the number.
International Roaming:
GrameenPhone became the first mobile phone operator in the country to offer its subscribers the
International Moaming facility from "arch ,---. The number of GP International Moaming
partner networ%s increased rapidly from ,* in,--+ to :+ in <ecember *DDD. And now
GrameenPhone has *AJ International Moaming partner networ%s spread across -, countries in
four continents, as of Uune *DD:.
The International Moaming facility is a useful service for the GP subscribers who travel abroad
and subscribers of the partner networ%s who visit #angladesh. It has also become an additional
source of revenue for the company. 0n average International Moamers generate T%J*-9 per
month. GrameenPhone regular (IS<) subscribers can use their mobile phones in the countries
where GP has partner networ%s. The subscribers of the partner networ%s can also use their
mobile phones in #angladesh. GP regular (with IS<) subscribers can avail the international
roaming service if they are holders of International 'redit 'ards (;oreign currency "aster'ard
issued by I#& in #angladesh, American F1press 'ard or any other master card from anywhere
in the world). Security deposits and other terms and condition apply to avail the international
roaming service.
%verage Revenue per Sub! 'k,<=:?
Monthly %verage Revenue generated 'k,;*5=>*>>>
Short brief on International Roaming
International Moaming is the ability to use your own GS" phone number in another GS"
networ% (another country).
Lith International Moaming facility GP subscribers have the ability to ma%e and receive calls
whilst traveling to other countries having GS" networ% provided GP has a commercial
operation with that networ% operator.
The uni!ue roaming features of GS" allow cellular subscribers to use their services in any GS"
service area in the world in which their provider has a roaming agreement.
FlexiLOAD
GrameenPhone &imited is introducing Flectronic Mecharge System named 0le7i&O%D = an
easy and fle1ible way to recharge and balance transfer from GP pre3paid to GP pre3paid accounts
from April *J, *DD:. Lith the introduction of this facility, GrameenPhone2s valued pre3paid
subscribers will get the freedom to recharge their pre3paid account with any amount starting
from T%.:D to T%.,D, DDD.
0n *Jth April *DD: 0le7i&O%D have launched in <ha%a, 'hittagong, and Rhulna. It was available in A* P0S on
that day and was available to A&& GP Sales 'enters from the ,st day (*J3Apr3*DD:). After first wee% of launching,
another 9DD P0S was added in all regions.
To recharge pre3paid account through 0le7i&O%D, a subscriber has to visit any of the
nearest 0le7i&O%D retailers of GrameenPhone, or GrameenPhoneSales'enters. pon choosing
any amount between T%.:D to T%.,D,DDD, the subscriber will ma%e the payment to the retailer,
and the retailer will instantly recharge the subscriber2s account from his mobile handset. After a
successful recharge, the subscriber will receive instant confirmation on the recharge on hisPher
mobile handset through S"S.
This new system will give the GrameenPhone subscribers the fle1ibility to choose from a wide
range of recharge amounts and validity for recharging their pre3paid account. "oreover, at the
time of launch , GrameenPhone has run a special promotion whereby recharge of any amount
from T%.9DD to T%. :-- will receive + months (,JDdays) W. days incoming validityH and for
recharges starting from T% +DD to T% ,D,DDD the validity will be , year (9+: days) W. days
incoming .
All pre3paid subscribers of GrameenPhone i.e. FASGH FASG G0&< and d7uice subscribers will
en7oy this 0le7i &O%D service. Along with 0le7i &O%D, the current pre3paid scratch cards will
also be available at the mar%et.
Information Service
oiceHSpeech ba!ed !ervice:
;or the first time GP introduces Hot3code dialing, which allows subscribers to access directly to
the desired information without going through the step3by3step menu system. A subscriber can
call the number to image center from hisPher to get information li%e billing, service features,
tariff, and usages detail information. Subscribers can avail this service *A hours a day. There are
both Human agent and interactive voice response (I/M). 'all center human agent service
charges AT%Pmin for both post3paid and pre3paid subscribers. I/M charge is free for first minute
and charges *T%. from the second minute. 'all center has the following hot lines for the
prospective subscribers. Mecently one hotline number for all pac%ages of GP has been introduced
,*,.
Info enter: Fach GrameenPhone 'ustomer Melation 'enter ('M') has info center, which
provides various information about recent offered pac%age price, tariff and after sales services
related information. The only difference of info center and hot line is, hot line provides
information over phone and info center provides information face to face.
%fter Sale! Service
After sales services is after sales subscription services. All GP subscribers can ta%e after sale
service from regional 'M'. After sales services includes reconnection, SI" replacement,
product migration, Address change, sign change.
Reconnection: Pre3paid and post paid subscribers can get reconnection of their deactivate line. ;or reconnection
subscribers has to apply in 'ustomerMelation'enter with signature. And subscribers have to pay fees for
reconnection. This fee depends on products. ;or e1ample, a disconnected Fasy Pre3paid subscriber has to pay
T%.,:D for reconnection.
Reconnection 0ee!:
Fasy Pre3Paid T%. ,:D
Fasy Gold T%. ADD
<7uice T%. ,:D
Megular T%.,A:D
Iational T%.A:D
Any time 9DD ,:DW #undle fee
Any time :DD :DDW#undle fee
Migration: A post paid subscriber can migrate post paid to pre3paid, and a pre3paid subscriber can migrate pre3paid
to post paid. ;or this subscribers have to pay migration fees. In case of migration the subscribers2 previous number
will change.
SIM replacement: If subscribers SI" is lost or damaged then the subscribers can ta%e SI" from
regional 'M'. Again, for SI" replacement subscribers has to pay certain fees.
%ddre!! change: If post3paid subscribers2 billing address is changed then the subscriber can
officially change address by applying to regional 'M'. As soon as the subscribers address is
changed, GrameenPhone give feedbac% to the subscribers by sending S"S.
Sign hange: After sale services is provided by verifying signature. If a subscriber wants to
change signature then sPhe can apply to replace old signature with new one.
+SM 0eature! of +rameenPhone:
GrameenPhone subscribers en7oy the following GS" features without bearing any additional
costs8
aller ID: <isplay of the phone number of an incoming call in your handset before the call is
answered.
all Gaiting: Lhile tal%ing 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 tal% to the
second caller.
all onference: Meceiving calls from multiple callers can be supplemented by 7oining these
multiple callers so as to enable them to tal% to each other. Gou will be able to communicate with
a group consisting of ma1imum five callers.
all Divert: 'all <ivert lets you redirect or re3route your call to another GrameenPhone mobile
or any other fi1ed (if you have #TT# connectivity) or mobile phone.
all Barring8 Fnables you to restrict certain types of calls to be made from your mobile. This
feature is especially important for security purposes.
Product! and !ervice! that have been !ucce!!ful
GP3Megular, the oldest product of GrameenPhone retains its popularity through its full
connectivity to all networ%s including fi1ed line telephony services.
FASG Pre3Paid, because of &ow flat tariff and nationwide mobility, it2s a Pre3paid
service, no monthly rent re!uired and instant use due to pre3activation, no hassles of bill
payment.
GP3GP Iational because of low flat tariff, nationwide mobility, connectivity to other
operator2s mobiles in different $ones.
Information Service through mobile because of easy access, interesting theme, and
reasonable rate and for being new and innovative.
/illage phone because of use of Grameen #an%2s borrower networ% and for having
access to #TT# 4 IS<.
Product! and !ervice! that have not been !ucce!!ful
/oice "ail service due to language barrier, lac% of promotions, lac% of %now how about
interactive services and also because people are reluctant to spea% to a machine.
sage of Short "essage Service is still low due to lac% of promotion, lac% of %nowledge
of Fnglish, unawareness of handset configuration and un3ergonomic nature of %eypad.
<ifficulty in 'onfiguration, handset barrier and slow connectivity are hampering LAP2s
popularity.
Secondary Data Retrieval / %naly!i!
'he %ctual !ervice! receiving Scenario:
;rom the company subscriber2s service receiving archive I found, how many subscribers are
actually receiving services provided by GrameenPhone. In the following section I have
represented how many subscribers are receiving what services.
44,4,4, International Roaming
In the year inception in "arch, ,--- there was a few number of International roamer partner of
GrameenPhone. In *DD9 the total number of roaming partner was ,-A, in +: countries. Then
gradually GP has increased it roaming partner. Till Uune *DD:, GP has *AJ roaming partner
across -, countries. In *DD* there were only +.J international roaming subscribers then, it
gradually increased to ,9DJ in *DD9, total *D-9 in *DDA and as of Uune, *DD: the total number of
roamer subscribers stands to 9A--.
0nly Post3paid regular and Any Time :DD subscribers can ta%e International roaming service.
0ut of D.,: "illion post paid regular and Any Time :DD subscribers only 9A-- is a very small
segment. Hence GrameenPhone has the opportunity to grab large number of post paid
subscribers who regularly visit, travel abroad. And to grab the attention to the prospective
customer GrameenPhone has ta%e crucial awareness building campaign, promotion, effective
advertisement and other publicity.
Girele!! %pplication Protocol -G%P.:
Though all GrameenPhone subscribers can use LAP, only a few percent of GrameenPhone
subscribers are using it. ;rom the company achieve it is found that 9A,: subscribers are using
LAP service (till Uune, *DD:). Again, it is a very small segment of total GP subscribers.
Still there is potentiality to increase the number of total LAP users. ;or this GP has to ta%e
effective awareness building activities.
0riend! and 0amily number:
Megular and Iational post paid subscribers get the option to tal% three friends and family number
*A hours at *T%.Pmin which is comparatively low than regular tariff. Still, there are many regular
and standard subscribers who are not using ;4; service. 0ur of appro1imately .* million regular
and standard subscribers only .,9A million subscribers are ta%ing ;4; services which is +.B of
total regular and standard subscribers.
Some Secondary !urvey of !ub!criber! Service a3arene!! !tatu!:
'ustomer Melation <ivision2s telemar%eting team has underta%en some service aware building
campaign through calling directly to GP subscribers. This team has already done campaign on
International Moaming, ;riends and ;amily (;4;), /alue Added Services (/AS).
0riend! / 0amily campaign (From 13 Feb to ! Feb" ##$%
In ;riends 4 ;amily campaign Telemar%eting team call to subscribers who do not have the ;4;
option activated and as% them whether the prospective customer aware about the ;4; services,
and at the same time telling them how to activate it 4 the benefits of it.
0ut of **,. reachable customer only ,DDD subscriber %now about the ;4; service the shows
A:B in the graph above and ,*,. subscribers do not %now about this special service that shows
::B. It implies that most of the post paid subscribers (using Megular and Iational) are not aware
about ;4 ;.
Stati!tic! of Solution Sub!criberF! 0eedback
'all <ispersion Subscriber2s Attitude Meceptive Scale
Successful **,. <elighted ,**9 ::B /ery Interested ,AD9 +9B
Satisfied -+D A9B Sounds Interesting :+, *:B
<issatisfied 9A *B Iot Interested *:9 ,,B
'otal ==4; ==4; ==4;
Again from the Subscribers ;eedbac% after %nowing about ; 4 ; we find that most of the
subscribers i.e. out of **,. subscriber ::B are delighted, A9B are satisfied and the remaining
only *B subscribers are dissatisfied with ;4; service.
And in the receptive scale we see that ma7ority of subscribers are interested with ; 4 ; service
and only ,,B are not interested about it.
0riend! / 0amily campaign (From 1& Feb to 3 Feb" ##$%
Informing the ne3 !ub!criber! who do not have the ;4; option activated, telling them how to
activate it 4 the benefits of it.
Stati!tic! of Solution Sub!criberF! 0eedback
'all <ispersion Subscriber2s Attitude Meceptive Scale
Successful -: <elighted .* .+B /ery Interested .: .-B
Satisfied ,. ,JB Sounds Interesting ,* ,9B
<issatisfied + +B Iot Interested J JB
'otal :B :B :B
Among the -: reachable new subscribers .+B subscribers and ,JB subscribers are delighted and
the rest + subscribes are dissatisfied with ; 4 ; service. Again in the receptive scale ma7ority of
theA subscribers i.e. .: and ,* subscribers are very interested and sounds interested respectively.
Interpretation: Iow it can be said from the above finding that if GrameenPhone can increase
the awareness of the subscribers, then it will help to deliver more subscribers to provide the
already offered ;4; service. This will definitely increase the satisfaction level of the
subscribers.
International Roaming campaign:
In international Moaming campaign the telemar%eting team call to ,:AA high revenue generating
subscribers to inform about international roaming service. In the this campaign out of ,:AA
reachable subscribers ,D,, subscribers are aware about this service and :99 subscribers are not
aware about international roaming service. After the campaign, *9 subscribers have ta%en this
service. They all are informed through the campaign.
)alue %dded Service! campaign:
In the value added service campaign the telemarketing team asked 743 subscribers (in March),
3222 subscribers (in April), whether they knw abut the value added service! "rm the
camping it is #und that in bth mnth and in cmbine $%& is aware and 4%& is nt aware
abut value added services ('A()!
%pril March 'otal
%3are 4:4< D>J ;5? D>J =DD4 D>J
8ot %3are 4?>5 5>J B>5 5>J 4<>< 5>J
'otal ?=== 4=5; 55D:
XSub!criberF! %ttitude8 Subscriber attitude towards GP considering overall services.
XReceptive Scale: "easuring Subscriber2s interests of campaign sub7ect.
Primary Data %naly!i!:
A comprehensive !uestionnaire has been developed in order to determine some of the
demographic characteristics of the GrameenPhone subscribers and the e1isting subscribers2
service awareness status. The whole !uestionnaire has been divided in three parts. The first part
was as%ed to %now about the basic information about the subscribers2 product type, using
duration and usages amount. The second part contained classification information consist of
different types of services as%ing subscribers whether they aware about it or not, use it or not and
how they %new about it. This part also includes Subscribers2 service learning "edias, their
preference and recommendation of learning services. "oreover, one open ended !uestion was
as%ed to get subscribers response regarding their preference of learning GP services. In this part
of !uestionnaire the GP services are divided into /alue Added Service, After sales service,
Special features, ;ree supplementary GS" service, Push Pull services. The last part of the
!uestionnaire consist of identification information includes demographic !uestion li%e age, se1,
income, education and occupation. ;rom this I can find whether there is any relation between
demographic profile and service awareness status. The main focus of this !uestionnaire is to find
Subscribers are aware about which GP services.
Subscribers2 are using which services.
The most effective "edias to build service awareness.
Subscribers2 feedbac% of preferred "edias and possible ways to aware them and increase
service usages.
Sample8
I have conducted my research through telephone !uestionnaire. ;or this survey, I have randomly
pic%ed :: samples from GrameenPhone2s subscription archive. As my research is to find
GrameenPhone2s service awareness status, the whole GP subscribers are my research population.
;or more accurate outcome, it is appropriate to pic% sample randomly from the whole GP
subscribers. Therefore to meet this purpose, telephone survey is the most convenient way.
'he per!pective !cale of the re!earch:
The main focus of this research is to find GP subscribers services awareness status. To measure
awareness status I have prepare a perspective scale. And bases on this I have formulated my
research hypothesis. The perspective scale is divided into five e!ual parts. In the perspective
scale if more than JDB subscribers aware about GrameenPhone service then I will interpret it as
GP subscribers2 service awareness status is very high. If subscribers2 awareness status ranges
from more than +DB to less than e!ual to JDB then the interpretation will be, subscribers2
awareness is only high and so on.
'e!t (ypothe!i!:
;rom the above perspective scale the formulated test hypothesis is GrameenPhone subscribers
have very high services awareness status, which means more than to JDB subscribers %now
about GrameenPhone services. Hence,
Null ,ypothesis% &ess than or e!ual to JDB GP subscribers are aware about GP services.
)lternative ,ypothesis% "ore than JDB GP subscribers are aware about GP services.
Data repre!entation and %naly!i!:
'he 3hole data analy!i! i! done ba!ed on the normal di!tribution 3hich i! the ba!ic criteria
of data analy!i! and interpretation, It i! te!ted through SPSS 91S te!t !tati!tic!,
+eneral information:
Product name a3arene!!:
In the first !uestion I have as%ed respondents whether they %now which product they are using.
+DB of the respondent correctly said which product they are using and the left ADB did not %now
what their product name was. 0ut of total :: respondents :D.-,B have post3paid and A-.D-B
have pre3paid. (Meference Appendi1 Table,.,)
;igure,9.,8 Mespondents different product usages
Interpretation: ;rom the perspective scale, it can be said that Subscribers product name
awareness is high. This finding is statistically valid as the chi3s!uare test p value .DD: less than
the significance level .D:. (Meference8 Appendi1 Table,.*)
Sub!criber! recharging amount:
Subscribers2 average monthly mobile recharging amount is as%ed to find the financial potentially
of respondents. The pie chart shows, there is no concentration of the subscribers charging
amounts. "ost respondents charges on average T%. ,,DD above. The mean average of the
subscribers recharging amount is T%. +D,3-DD (Appendi1 table8 ,.9). ;rom the Product type and
recharge amount cross table (App table) it is observed there is a relation between subscribers
product type and recharging amount and it is statistically valid as the phi 'ramer2s / p3value .
DDD is less than the significance level .D:. And the association is post paid users spend more than
prepaid users. (Meference Appendi1 Table,.A)
;igure,9.*8 Subscribers average monthly recharging amount
Sub!criber! Product u!ing Duration:
"ost of the respondents are using their product for last one to three yearsH they are the recent
users of GP product. &ast couples of year2s prolonged growth may be the reason of it.
GrameenPhone2s most of the services came during these years. ;urthermore, pac%age price
decreased rapidly during this time.
;igure,9.98 Subscribers product using duration
Rea!on behind u!ing +rameenPhone mobile !ervice:
In the general information part of the !uestionnaire the reason(s) for buying GP mobile is as%ed
to identify the %ey factors for which subscribers choose GP. ;rom this chec% list !uestion2s
cumulative fre!uency it is found that ma7ority of the respondents preferred GP because of widest
networ% coverage and for its networ% !uality. Another important factor is GP2s customer service
for which ,-B respondents choose GP.
la!!ification information:
In this part of the !uestionnaire I have as%ed each service in the following format8
Please tell me which of the following service you %now about and you use it. If subscriber
doesn2t aware please tic% only column , and avoid tic%ing column *, 9, 4 A. (Please put tic% Y
only where applicable)
Iame of the
service
<oesn2t aware
(,)
Aware
(*)
Aware
and se
(9)
&earning media(s) (A)
Iewspaper "aga$ine T/ #ill
board
Madio
S"S
;rom column ,, * and 9 subscribers2 awareness status is found and from the fourth column gives the effective
"edias from where subscribers noticed services.
)alue %dded Service! a3arene!!:
GrameenPhone provides many value added servicesH among these I have selected some of the
important services which can ma%e subscribers life easy, time convenient and cost effective. The
included /alue Added Services are S"S, /AS, Ming tone down load, &ogo <own load. In the
!uestionnaire I have as%ed whether respondents aware or unaware about /AS services and use
those services or not.
SMS a3arene!!: ;rom the descriptive statistics fre!uency distribution table ,.+ in appendi1, it is
found that .9B aware and use S"S service and -B only aware about S"S and ,JB does not
aware about the S"S service.
;igure ,9.:8 Subscribers2 awareness about S"S.
"nterpretation% It means S"S is a very popular value added service and most GP subscribers use
this service. In 'ombine .9BW-B? J*B subscribers are aware about GP services. Hence, from
this pie chart and perspective scale it can be interpret that GP subscribers S"S awareness is very
high. Iow below the S3test will give the statistical prove of the following hypothesis.
'ull ()pothesis* &ess than or e!ual to JDB GP subscribers aware about S"S service. H
D8
Z
D
[ .
JD
Alternative ()pothesis* "ore than JDB GP subscribers aware about S"S service. H
,8
Z
,
\.JD
Iow this hypothesis is tested by S3test.
*tatistical interpretation% From the + test it is ,ound the -.value is greater than signi,icance
level /#$/ 0o null h)pothesis accepted" and alternative h)pothesis is re1ected/ 0o it is proved that
020 service a3areness status is not ver) high 3hich is less than 4#5 ,alls in the onl) high range
o, the perspective scale/ (ence *-* awareness is only high/
6eporting* 7he null h)pothesis is re1ected" p 8 /391# : /#$ the signi,icance level or 70
;AL
/391#
< 70
;6
1/!=$/
*-* .earning -edia% In the !uestionnaire learning "edias was as%ed as a chec% list !uestion. The respondent put
tic% mar% as many as applicable. ;rom the respondents cumulative count of chec% listed response it is found that
most of the customer learn about S"S from newspaper. The second popular way to learn about S"S is billboard
third is T/ and fourth is maga$ine. "any respondents said they learn S"S from friends, relative and neighbors goes
to other option accounts *9B of the total response.
Lhether this finding is statistically valid or not will be proved by 'hi S!uare test.
'ull ()pothesis* Iewspaper is not the most popular way to aware subscribers GP services.
Alternative ()pothesis* Iewspaper is the most popular way to aware subscribers GP services.
*tatistical "nterpretation% 7he -.value is higher than signi,icance level /#$/ 0o this is not a
statisticall) signi,icant ,inding/ 0o null h)pothesis is not re1ected" and alternative h)pothesis is
re1ected/ 0o it is proved that ne3spaper is not the most popular media to a3are subscribers >-
services/
6eporting* 7he null h)pothesis is not re1ected" p 8 /##1 :/#$ the signi,icance level/
"aga$ine, T/ and #illboard2s test statistics prove that respondents2 preference is statistically
valid. 0nly the other option is not statistically valid.
'able4?,4: 'e!t Stati!tic! for Media
Iewspaper "aga$ine T/ #illboard 0ther
'hi3
S!uare(a)
,,..:+ ,9.JJ- ,,..:+ *.+J- .D**
<f , , , , ,
Asymp. Sig. .DD, .DDD .DD, .,D, .JJ,
)oice Mail Service %3arene!!: "ost of the respondents i.e. ::B doesn2t aware about the voice mail service. ADB
subscribers only %now about the service and left :B subscribers are aware and use this service. (Meference
Appendi1 Table,..)
"nterpretation% "ore than ::B does not aware about /AS, and those i.e. ADB who aware of the
about /AS, but not using /AS and only :B of the respondents are using /AS. So from the
perspective scale I can say that /AS awareness is moderate. Iow below the S3test will give the
statistical prove of the following hypothesis.
'ull ()pothesis* &ess than e!ual to ADB to GP subscribers aware about /"S service. H
D
8 Z
D
[ .AD
Alternative ()pothesis* "ore than ADB GP subscribers are not aware about /"S service. H
,
8 Z
,
\. AD
Iow this hypothesis is tested by S3test.
*tatistical interpretation% From the + test it is ,ound the -.value is greater than signi,icance
level /#$/ 0o alternative h)pothesis is re1ected and null h)pothesis accepted that is less than
e?ual to =#5 @no3 about A20/ 0o it is proved that /-* awareness status is low.
6eporting* 7he null h)pothesis is accepted" p 8 /!! : /#$ the signi,icance level or 70
;AL
/9$!=
< 70
;6
1/!=$/
/-* .earning -edia% 9JB respondents %new /AS from the newspaper advertisements, ,JB
%new /AS from billboard, ,+B from T/, ,*B from maga$ine. Again here I found newspaper is
the most effective learning media. Iow below the 'hi s!uare test will give the statistical prove
of the following hypothesis.
;igure,9.J8 /"S learning media
'ull ()pothesis* Iewspaper is not the most popular way to aware subscribers GP services.
Alternative ()pothesis* Iewspaper is the most popular way to aware subscribers GP services.
*tatistical "nterpretation% 7he -.value is less than signi,icance level /#$/ 0o null h)pothesis is
re1ected" and alternative h)pothesis is accepted/ 0o it is proved that ne3spaper is the most
popular media to a3are subscribers >- services/
6eporting* 7he null h)pothesis is accepted" p 8 /##& < /#$ the signi,icance level/
In the same way, respondents learning "edias effectiveness is statistically valid for "aga$ine as
it is found that the p3value is less than the significance level. #ut the media effectiveness for T/,
#illboard and other option is not statistically valid as these variables2 respective p value is
greater than the significance level .D:.
'able 4?,=: 'e!t Stati!tic! for )MS learning media
Iewspaper "aga$ine T/ #illboard 0ther
'hi3
S!uare(a)
+..+D +..+D 9.*AD ,.-+D 9.*AD
<f , , , , ,
Asymp. Sig. .DD- .DD- .D.* .,+* .D.*

Ring tone do3nload a3arene!!: The pie chart below represents that most of the respondents2
(+ABW,JB?J*B) are aware about the ring tone download service. Among them ,JB down
load ring tone and the left ,JB do not aware about ring tone down load service. (Meference
Appendi1 Table,..)
;igure8 ,9.-8 Awareness about ring tone download awareness
Bt interprets that ring to3n a3areness is ver) high (,rom the perspective scale/% no3 the C.test
belo3 3ill give the statistical prove o, it/
'ull ()pothesis* &ess than or e!ual to JDB GP subscribers aware about Ming tone download. H
D
8
Z
D
[ .JD
Alternative ()pothesis* "ore than to JDB GP subscribers aware about Ming tone download. H
,
8
Z
,
\.JD
Iow this hypothesis is tested by S3test.
*tatistical interpretation% From the + test it is ,ound the -.value is greater than signi,icance
level /#$/ 0o this is not a statisticall) signi,icant ,inding/ 0o alternative h)pothesis is re1ected and
null h)pothesis accepted i/e/ less than e?ual to 4#5 subscribers are a3are o, 6ing 7one
do3nload 3hich goes to high a3areness o, the perspective scale/ 0o it is proved that !ing tone
down load awareness status is high.
6eporting* 7he null h)pothesis is re1ected" p 8 /391# : /#$ the signi,icance level or 70
;AL
/391#
< 70
;6
1/!=$/
!ing tone download .earning -edia% ;rom the pie chat below it is found, newspaper is the media from where most
of the respondents have learnt about Ming tone download. So, it can be said that newspaper is the most popular and
effective media. The chi3s!uare test below will give the statistical prove of it.
;iruge,9.,D8 Ming tone down load learning media
Iull Hypothesis8 Iewspaper is not the most popular way to aware subscribers GP services.
Alternative Hypothesis8 Iewspaper is the most popular way to aware subscribers GP services.
Stati!tical Interpretation: 7he -.value is lo3er than signi,icance level /#$/ 0o null h)pothesis
is re1ected" and alternative h)pothesis is accepted/ 0o it is proved that ne3spaper is the most
popular media to a3are subscribers 6ing tone do3n load services/
6eporting* 7he null h)pothesis is not re1ected" p 8 /###< /#$ the signi,icance level/
In the same way the descriptive findings for "aga$ine, T/ and billboard is statistically valid as
these variables respective p3value is less than the significance level shown in the following table.
'e!t Stati!tic! for Ring tone do3n load media
Iewspaper "aga$ine T/ #illboard 0ther
'hi3
S!uare(a)
*9.,.D ,9.*-J ,..J-A *+.D+A A..J.
<f , , , , ,
Asymp. Sig. .DDD .DDD .DDD .DDD .D*-
&ogo do3nload a3arene!!: A lion portion of the respondent i.e. +*B does not familiar with
logo down load service. Still 9,B of the subscribers who %now about logo down load are not
using it. And very small portion i.e. .B respondents are using this service. It interprets logo
down is has low awareness. (Appendi1 Table,.-)
;igure,9.,,8 Awareness about &ogo down load
Iow the following hypothesis will be tested by $3test to find its statistical validity.
'ull ()pothesis* &ess than e!ual to .*DB GP subscribers aware about &ogo download. H
D
8 Z
D
[ .
*D
Alternative ()pothesis* "ore than *DB GP subscribers aware about &ogo download. H
,
8 Z
,
\.*D
Iow this hypothesis is tested by S3test.
*tatistical interpretation% From the + test it is ,ound the -.value is less than signi,icance level /
#$/ 0o this is a statisticall) signi,icant ,inding/ 0o null h)pothesis re1ected" and alternative
h)pothesis is accepted/ 0o it is proved that .ogo down load awareness status is low/
6eporting* 7he null h)pothesis is re1ected" p 8 /### < /#$ the signi,icance level/
he Over all /)* awareness *tatus%
Name o# /)* )wareness *tatus
020 (igh
Aoice mail service Lo3
6ing tone do3nload (igh
Logo do3nload Lo3
Table ,9.A8 0verall /AS awareness status
7he table above dra3s conclusion that" Aalue Added service a3areness among the >-
subscribers is neither ver) high nor ver) lo3/ 020 and 6ing lone do3nload a3areness is high
and A20 and logo do3n load is lo3/
%fter Sale! !ervice! a3arene!!:
In the After sale service part of the !uestionnaire I have mentioned some important services
which both pre3paid and post3paid subscribers should %now. These after sale services are
migration, Meconnection, and Transfer of 0wnership.
)wareness o# Product -igration%
A ma7or portion of the subscribers do not %now about the migration service. In combine only
**B subscribers are aware of "igration service. Hence, from the perspective scale, it interprets
subscribers product migration service awareness is low.
;igure ,9.,*8 Awareness about Product migration.
The S3 test below shows the statistical validity of the following hypothesis.
'ull ()pothesis* &ess than or e!ual to .*DB GP subscribers aware about product migration. H
D
8
Z
D
[ .*D
Alternative ()pothesis* &ess than .*DB GP subscribers aware about product migration. H
,
8 Z \.
*D
*tatistical interpretation% From the + test it is ,ound the -.value is greater than signi,icance
level /#$/ 0o alternative h)pothesis is re1ected and null h)pothesis accepted" i/e/ less than e?ual
to #5 >- subscribers a3are o, product migration/ 0o it is proved that product migration
service awareness status is very low/
6eporting* 7he null h)pothesis is re1ected" p 8 /3$$9 : /#$ the signi,icance level or 70
;AL
/391#
< 70
;6
1/!=$/
)wareness o# !econnection%
"ore than +DB of the subscribers %now about reconnection of the disconnected line. It interprets
reconnection service awareness is high. The S3test will show the statistical validity of the
statement.
;igure,9.,98 Awareness about Meconnection.
Test of the following hypothesis.
'ull ()pothesis* &ess than or e!ual to +DB GP subscribers aware about reconnection. HD8 Z [ .
+D
Alternative ()pothesis* "ore than +DB GP subscribers aware about reconnection. H,8 Z \.+D
Iow this hypothesis is tested by S3test.
0tatistical interpretation* From the + test it is ,ound the -.value is greater than signi,icance
level /#$/ 0o alternative h)pothesis re1ected" and null h)pothesis is accepted i/e/ less than e?ual
to !#5 subscribers are a3are o, reconnection 3hich goes to lo3 a3areness range o, the
perspective scale/ 0o it is proved that reconnection service awareness status is low.
6eporting* 7he null h)pothesis is accepted" p 8 /$94 : /#$ the signi,icance level or 70
;AL
/!#$$
< 70
;6
1/!=$/
)wareness o# rans#er o# ownership%
J9B of the subscribers do not %now, mobile subscription can be transferred and only ,.B are
aware about transfer of ownership. ;rom the perspective scale it implies this service awareness is
very low.
;igure,9.,A8 Awareness about ownership transfer.
Iow the statistics below will give the validity of the following hypothesis.
'ull ()pothesis* &ess than e!ual to *DB GP subscribers aware about transfer of ownership.H
D
8
Z
D
[.*D
Alternative ()pothesis* "ore than *DB GP subscribers aware about transfer of ownership. H
,
8
Z
,
\.*D
0tatistical interpretation* From the + test it is ,ound the 70
;AL
./$$!! <70
;6
1/!=$ hence"
alternative h)pothesis re1ected" and null h)pothesis is accepted/ 0o it is proved that trans#er o#
ownership awareness status is very low.
6eporting* 7he null h)pothesis is accepted as 70
;AL
./$$!! < 70
;6
1/!=$/
he Over all a#ter sale service awareness *tatus%
Name o# )#ter sale service )wareness *tatus
-roduct 2igration Aer) Lo3
6econnection Lo3
7rans,er o, o3nership Aer) lo3
Table,9.:8 0verall after sales service awareness.
'he table dra3! conclu!ion that !ub!criber! after !ale !ervice a3arene!! i! very lo3,4=,5,=,?,
Special Service a3arene!!:
International roaming !ervice (IM0") is not %nown by .DB of the respondents (9-), *.B are
aware of international roaming service and appro1imately *B are international roamers. In
means International roamer service awareness level is low and users are very small.
;igure,9.,:8 Awareness about International Moaming service
Iow the following hypothesis will be tasted by $3test.
'ull ()pothesis* Greater than or e!ual to *DB GP subscribers aware about IM0". H
D
8 Z [.*D
Alternative ()pothesis* &ess than *DB GP subscribers aware about IM0". H
,
8 Z \.*D
0tatistical interpretation* From the + test it is ,ound the -.value is less than signi,icance level /
#$/ 0o this is a statisticall) signi,icant ,inding/ 0o null h)pothesis re1ected" and alternative
h)pothesis is accepted/ 0o it is proved that international roaming awareness status is low.
6eporting* 7he null h)pothesis is re1ected" p 8 /#314 < /#$ the signi,icance level or 70
;AL
1/4!!: 70
;6
1/!=$/
0riend! and 0amily number a3arene!!:
;riends and family is a low charged service. It has a high awareness status. "ore than JDB
respondent GP subscribers are aware about GrameenPhone2s this service. Hence, from the
perspective scale it can be mentioned that, ;4; service awareness status is very high.
'ull ()pothesis* &ess than or e!ual to JDB GP subscribers aware about ;4; service. H
D
8 Z [ .JD
Alternative ()pothesis* "ore than JDB GP subscribers aware about ;4; service. H
,
8 Z \.JD
0tatistical interpretation* From the + test it is ,ound the -.value is greater than signi,icance level /#$/ 0o null
h)pothesis accepted" and alternative h)pothesis is re1ected/ 0o it is proved that FDF service a3areness status is not
ver) high 3hich is less than 4#5 ,alls in the onl) high range o, the perspective scale/ (ence *-* awareness is only
high/
6eporting* 7he null h)pothesis is re1ected" p 8 /1944 : /#$ the signi,icance level or 70
;AL
/
&9!< 70
;6
1/!=$/
Again from the cross table ,9.+, it is observable that, Megular and Iotational subscribers %now
batter about friends and family service. Infect all the Megular and Iational subscribers %now
about it.
'able4?,D: ro!! 'abulation of Product type and a3arene!! !tatu! of 0riend! and 0amily
;riends and ;amily Total
does not aware Aware aware and use
Product
Megular,D
Iational++
Anytime9DDA:
Anytime:DDD.
Fasy,:D
,J
Gold
,
9
D
A
<7uice
*
9
D
:
Total
+
9A
,:
::

As it is low charged service, it has got its popularity. 0ther two post paid Any time 9DD and Any
time :DD mobile pac%ages2 subscribers also %now about this special service. So from here the
conclusion comes, post paid subscribers are more aware about ;riends and ;amily service. It is
statistically true as the in the chi3s!uare test p3value .DDD is less than the significance level .D:.
"oreover, it is statistically proved that 0riend! and 0amily !ervice ha! high a3arene!! !tatu!.
0)P awareness%
LAP is an advance application of internet usages through a mobile phone. It re!uires high
education level. ;rom the LAP awareness data analysis it is found ma7ority of the responds did
not %now about LAP. 0nly *DB of the respondents %now about LAP from which only one
respondent is using LAP. Hence, it interprets, LAP awareness is low. Iow the test statistics
below will interpret the statistical validity of this finding.
'ull ()pothesis* &ess than or e!ual to .*DB GP subscribers aware about LAP. H
D
8 Z
D
[ .*D
Alternative ()pothesis* &ess than .*DB GP subscribers aware about LAP. H
,
8 Z \. *D
Iow this hypothesis is tested by S3test.
0tatistical interpretation* From the + test it is ,ound the -.value is greater than signi,icance
level /#$/ 0o alternative h)pothesis is re1ected and null h)pothesis accepted" i/e/ less than e?ual
to #5 >- subscribers a3are o, WA-/ 0o it is proved that 0)P awareness status is very low/
6eporting* 7he null h)pothesis is re1ected" p 8 /3$$9 : /#$ the signi,icance level or 70
;AL
/391#
< 70
;6
1/!=$/
LAP provides subscribers to surf internet, send e3mail etc. Hence the application of LAP depends on education
level of the subscribers. Hence, from the 'ross table of Fducation level and LAP awareness status it is found that
no respondent of below higher secondary level education %now about LAP and the respondents who are aware
about LAP, all are nder Graduate or Graduate or Post graduate. The only respondent who is using LAP is a post
graduate service holder. It interpretsH there is a relationship between the LAP awareness and Fducation.
G%P K 6ducation ro!! tabulation
Fducation Total
#elow Higher
secondary
nder
Graduate Graduate
Post
Graduate
LAP
doesn2t aware
9D
-
:
D
AA
aware
D
*
.
,
,D
aware and use
D
D
D
,
,
Total
9D
,,
,*
*
::

In the special services part of the !uestionnaire there were some features which facilities
subscribers to call GP numbers at a lower charge. Iow the ne1t part of the analysis will show the
awareness status of these low tariff services.
-y time awareness% 0ut of :: respondents cumulatively (*JW**) :D respondents were aware about "y Time, in
which ** respondents ware using it. : respondents did no %now about it. It interprets respondents2 "y Time
awareness is very high as cumulatively -,B of the respondents were aware about it.
'ull ()pothesis* The proportion of subscribers "y time awareness is less than e!ual to .JD. H
D
8
Z
D
[ .JD
Alternative ()pothesis* The proportion of subscribers "y time awareness is greater than .JD.
H
,
8 Z
,
\.JD
Iow this hypothesis is tested by S3test.
0tatistical interpretation* From the + test it is ,ound" the -.value is less than signi,icance level /
#$/ 0o this is a statisticall) signi,icant ,inding/ 0o null h)pothesis re1ected" and alternative
h)pothesis is accepted/ 0o it is proved that -y time awareness is very high.
6eporting* 7he null h)pothesis is re1ected" p 8 /#19< /#$ the signi,icance level (,or one tailed
test% or the 70
;AL
/# : 70
;6
1/!=$/
-y (asy Number awareness% In combine (**W9D) :* respondents were aware of "y Fasy
number special service which represents ADB aware and ::B used "y Fasy number
respectively. It means more than JDB subscribers are aware of "y Fasy number service.
Therefore, "y Fasy number awareness is very high. Iow come the point to test this finding
statistic validity.
;igure ,9.,.8 Awareness about "y Fasy number
Test of the following hypothesis with S3test.
'ull ()pothesis* The proportion of subscribers 2) Eas) number awareness is less than e!ual to .
JD. H
D
8 Z [ .JD
Alternative ()pothesis* The proportion of subscribers 2) Eas) number awareness is greater than
.JD. H
,
8 Z \.JD
0tatistical interpretation* From the + test it is ,ound" the -.value is less than signi,icance level /
#$/ 0o this is a statisticall) signi,icant ,inding/ 0o null h)pothesis re1ected" and alternative
h)pothesis is accepted/ 0o it is proved that -y (asy Number awareness is very high.
6eporting* 7he null h)pothesis is re1ected" p 8 /##3!< /#$ the signi,icance level (,or one tailed
test% or the 70
;AL
/!&!! : 70
;6
1/!=$/
Product type and My 6a!y number a3arene!! cro!! tabulation analy!i!: ;rom table ,.,- it
is observed that all the Fasy and Gold users are aware of "y Fasy number and at the same time
using this special service. It indicates there is a relationship between product type and usages.
Iow it can be tasted that whether there is any relationship between product type and "y Fasy
number awareness by Pearson 'hi3s!uare test.
Iull Hypothesis8 There is no relationship between product type and "y time awareness.
Alternative Hypothesis8 There is a relationship between product type and "y time awareness.
0tatistical interpretation* From the From the -earson chi.s?uare test it is ,ound" the -.value is less than
signi,icance level /#$ (t3o tail test%/ 0o this is a statisticall) signi,icant ,inding/ (ence" null h)pothesis re1ected"
and alternative h)pothesis is accepted/ Bt is proves that there is a relationship bet3een -roduct t)pe and 2) Eas)
'umber a3areness/
6eporting* ;rom the Pearson chi3s!uare test, F

(chi.s?uare% 8 1$/11" -8/#1&:/#$(t3o tail
test%/
-y 1hoice awareness% "y 'hoice is another low charged service by which subscribers can call
any time at cheaper rate (mentioned previously). ;rom the fre!uency distribution table ,.,A in
appendi1 it was found that out of :: respondents A- respondents were aware of "y 'hoice
service and surprisingly there were no respondents using "y 'hoice. It interprets subscribers "y
'hoice awareness is high (from the perspective scale more than JDB means very high
awareness.).
The following hypothesis is tested by S3test.
'ull ()pothesis* The proportion of subscribers "y 'hoice awareness is less than e!ual to .JD.
H
D
8 Z [ .JD
Alternative ()pothesis* The proportion of subscribers "y 'hoice awareness is greater than .JD.
H
,
8 Z \.JD
0tatistical interpretation* From the + test it is ,ound" the -.value is less than signi,icance level /
#$/ 0o this is a statisticall) signi,icant ,inding/ 0o null h)pothesis re1ected" and alternative
h)pothesis is accepted/ 0o it is proved that -y time awareness is very high.
6eporting* 7he null h)pothesis is re1ected" p 8 /#=!$ < /#$the signi,icance level (,or one tailed
test% or the 70
;AL
1/!4$ : 70
;6
1/!=$/
2 3 " awareness% ;rom the fre!uency distribution table ,.,: in the appendi1, it is found 9J
respondents were aware of 4 I and : respondents were using 4 I special service which
shows in combine .JB respondents were aware of 4 I special service. This finding interprets
4 I awareness is high (from the perspective scale.)
;igure ,9.,-8 Awareness about 4 I.
Iull Hypothesis8 The proportion of subscribers 4 I awareness is less than e!ual to .JD. H
D
8 Z [
.+D
Alternative ()pothesis* The proportion of subscribers 4 I awareness is greater than .JD. H
,
8 Z
\.+D
Statistical interpretation8 From the + test it is ,ound" the -.value is less than signi,icance level /
#$/ 0o this is a statisticall) signi,icant ,inding/ 0o null h)pothesis re1ected" and alternative
h)pothesis is accepted/ 0o it is proved that 2 3 " awareness is high.
6eporting* 7he null h)pothesis is re1ected" p 8 /##3 < /#$ the signi,icance level (,or one tailed
test% or the 70
;AL
/93 : 70
;6
1/!=$/
The 0ver Special service awareness Status8
Name o# *pecial *ervice
)wareness
*tatus
International roaming .ow
G%P /ery .ow
0/0 /ery ,igh
My time /ery ,igh
My ea!y number /ery ,igh
My choice /ery ,igh
@ / I ,igh
Table,9. J8 0verall Special service awareness
he table draws conclusion that subscribers e4pensive international roaming service and
knowledge base service 0)P awareness is low, but low tari## $3$, -y time, -y (asy hours,
-y 1hoice, 2 3 " special service awareness is high.
Pu!h Pull !ervice a3arene!!:
Push pull is a one %ind of /alue added service. In the research !uestionnaire I have put push pull
service in a separate part so that respondents can understand it !uic%ly. GP has offered many
push pull services, among them I have selected some important push pull services those have
fre!uent advertisement in newspaper, maga$ine, billboard and T/. The data analysis,
representation and findings of the push pull service awareness status of GP subscribers is
e1plained in the following part.
Daily 8e3! @pdate! a3arene!!: ;rom the fre!uency distribution (table ,.,+ in the appendi1)
and pie chart below, it is found that +JB respondents do not %now about daily news paper
updates service. A respondents has been using this service which representing .B in the graph
and the *:B respondents are aware of daily news updated service but not using it. In combine
(.BW*:B) 9*B respondents are aware of this service draws the conclusion that <aily Iews
updates awareness is low. It falls in *DB to ADB range of the perspective scale.
,9.*D8 Awareness about <aily Iews pdates
Iow S3test will show the statistical validity the following hypothesis.
'ull ()pothesis* The proportion of subscribers daily news updates awareness is less than e!ual
to .*D. H
D
8 Z
,
[ .*D
Alternative ()pothesis* The proportion of subscribers daily news updates awareness is greater
than .*D. H
,
8 Z
*
\.*D
Statistical interpretation8 From the + test it is ,ound" the -.value is less than signi,icance level /
#$/ 0o this is a statisticall) signi,icant ,inding/ 0o null h)pothesis re1ected" and alternative
h)pothesis is accepted/ 0o it is proved that daily news updates awareness is low.
6eporting* 7he null h)pothesis is re1ected" p 8 /#1< /#$ the signi,icance level (,or one tailed
test% or the 70
;AL
/3 : 70
;6
1/!=$/
Sport! @pdate! a3arene!!: ;rom the fre!uency distribution and pie chart below, it is found that
J.B respondents do not %now about daily news paper updates service. + respondents %now about
sports updates service but do not use it. 0nly , respondent is aware of this service. In combine
(,DBW*B) ,*B respondents are aware of sports updates push pull service. &ess than *DB means
sports updates awareness is ver) lo3. Iow by the help S3test I can find the statistical validity of
the following hypothesis.
Awareness about Sports pdates
'ull ()pothesis* The proportion of subscribers2 sports updates awareness is less than e!ual to .
*D. H
D
8 Z
,
\.*D
Alternative ()pothesis* The proportion of subscribers2 sports updates awareness is greater than .
*D. H
,
8 Z
*
[.*D
0tatistical interpretation* From the + test it is ,ound the 70
;AL
./$$!! :70
;6
.1/!=$ hence"
alternative h)pothesis re1ected" and null h)pothesis is accepted/ 0o it is proved that sports
updates awareness status is very low.
6eporting* 7he null h)pothesis is accepted as 70
;AL
./$$!! : 70
;6
.1/!=$/
he Over all push5pull service awareness *tatus%
0ver all Push pull service
awareness
'he table dra3! the conclu!ion that Pu!h pull !ervice a3arene!! i! lo3,
%naly!i! of media ranking preference:
In !uestion number - it is as%ed to ran% the selective "edias from where they want %now about
GP services. ;rom the mean ran%ing of "edias it is found that .9.JB respondents prefer
newspaper as their most preferred media to learn about GP service. Second preference goes to
T/, third is billboard and fourth preference is maga$ine.
"edia Man% , (B)
T/ *+.*
Name o# push pull service )wareness *tatus
Dail) ne3s updates Lo3
0ports updates Aer) Lo3
Iewspaper ;?,<
"aga$ine *.A
#illboard -.:
"edia ran%ing
;orm the mean ran%ing of A related samples it is found, newspaper has the highest ran%ing. It
means GP subscribers prefer promotions in newspaper most. Iow from 0reidman 'e!t we can
test the different "edias rating.
M6DI% R%89I8+ Mean Rank
T/ *.A:
'e3spaper 4,5B
"aga$ine 9.*A
#illboard *.J+
%naly!i! of the open1ended Iue!tion:
There was only one open ended !uestion in which respondents was as%ed to recommend how
they prefer to %now about GP services. Here, most of the respondents said newspaper is the most
preferred media. Some of the respondents from Sylhet division suggested to publish service in
local Sylheti newspaper. Hence, local newspaper is a good mar%eting tool to aware subscribers
about GP service. Some of them recommended publishing brochures and service using manual in
Fnglish and #angla and sending it to subscribers by currier service. It is an e1pensive service. It
may be less costly for post paid subscribers if using manual is sent with monthly bill envelop.
Some recommended to send service learning S"S.
Sub!criber!F preference to increa!e !ervice a3arene!!:
In !uestion number ,D respondents were as%ed to ran% some possible recommendation to
increase subscribers2 service awareness level. 0ut of :: respondents *- has ran%ed <ecreasing
service charge as number one which account for :9B of the total respondents. Mespondents
second preference goes to sending service aware S"S and Service usages and benefits detail
Advertisements where e!ually J respondents ran%ed ,. Some of the respondents ran%ed service
campaign as number ,.
;igure,9.*98 Subscribers2 preference to increase service awareness
The table draws the conclusion that it GP reduces service charge then subscribers will be
interested to %now about GP service. Sending service aware S"S and service detail
Advertisement is also a good way increase subscribers2 awareness.
Over all finding!: ;rom the data analysis it is found that GrameenPhone subscribers2 awareness is for some
services is high and for some service low. LAP, sports updates push pull service including some after sale service
awareness is very low. &ow charged service such ;4;, "y Time etc. awareness is very high. Iewspaper is the most
effective and popular media and respondent prefer to learn about GP services though newspaper (including local
newspaper). "ost of the respondents recommended reduce service charge.
Recommendation!
Recommendation! to build !ervice a3arene!!:
Service learning hot line: GrameenPhone2s 'ustomer "anagement <ivision already has *A
hours hot lines call service for customer service. These hot lines are categori$ed as for post paid
and pre3paid product and with some special services. There is no separate hot line form where
subscriber can learn about GP service. Hence, GP should arrange a separate hot line which will
consciously help subscribers to learn about GP service. The following lists can the uni!ue
proposition of service learning hot line.
0nly help subscribers to learn about GP service
*A3hours human agent
'ontinuous improvement of customer service
Sending mail, letters, e3mail, fa1, S"S to help subscribers to learn GP services
<elivering service aware campaign over phone
'elemarketing: Telemar%eting is another way to aware subscribers about GP services.
Telemar%eting is direct and fast communication, so through telemar%eting GP can increase
service awareness fast. The only difference of service learning hot line and telemar%eting will be
Telemar%eting is company to subscribers and service learning hot line will be subscriber to
company. The proposition of telemar%eting will be8
Arranging service aware campaign
<eveloping effective ways to aware subscribers about service
Gathering Ideas to improve subscribers2 service awareness
Service a3arene!! building field campaign: ;ield campaign could be another effective way to
increase subscribers2 service awareness. The advantage to field campaign will be, it will help
subscribers to learn practical application of GP services. Though its e1posure will be in a limited
area, it is comparatively less costly than Flectronics "edia and other Iational newspaper,
maga$ine and billboard which are can not more effective to aware and teach subscribers. The
field campaign location can be Fducational promise, Point of sales and 'ustomer Melation
'enter ('M'). Rey benefits of field campaign are8
Fffective
&ess e1pensive
Publi!hing Service application manual: Service application manual can help subscribers to
learn GP services. These manual will be available in GP2s eight 'ustomer Melation 'entre
('M'), more than ,DDD point of sale. Fach subscriber will get a free service application manual
with hisPher initial subscription form. This proactive step2s success depends on the subscribers2
voluntary involvement. The benefits subscribers will get from the manual are8
Subscriber will learn about all the services provided by GP
Guide subscribers how to get a service
Subscribers will learn the benefits of service
0ther option to get service from hot line, 'M' etc.
Promotion day!: Fach month GrameenPhone should offer free service for *P9 days. It will
definitely encourage users to find the process to ta%e free services. This will not only encourage
subscribers to use GP services but also get them adopted to use those services. 0nce subscribers
get adopted with services then this will help them to get use to and apply services regularly.
Promotion days for push pull, /AS and Information service
Promotion days will demonstrate the process of accruing services through newspaper, T/ other
effective media.
Initiate and promote field service learning wor%shop for subscribers.
<ata collection after each promotion wee% to find the effectiveness.
If it helping subscribers to learn services then continue, otherwise stop it.
Self &earning Service boot!: This self learning service boots will contain the service manual,
brochures and GP newsletters. These boots location will be in the super mar%ets, departmental
store, restaurant and fast food corner. The boots shelves will be divided in different parts and
each part will be tagged with the name of the service and contain all the material that will help
subscribers to learn about the service. This boots can also show the demonstration to get a
specific service through recorded '<, /'< and </<. These boots can also maintain a
suggestion bo1 to bring some new ideas from subscribers.
The uni!ue attributes will be8
#oot will contain services learning brochures, leaflet, and manual of each individual service
individually and separately.
Lill show the direct demonstration to ta%e a specific service in recorded T/ screen.
Lill contain Mecorded '<, /'< and </< which will show the practical demonstration.
S'R%6+I R6OMM68D%'IO8 'O +R%M668P(O86
The main focus of the recommendations is to overcome the problems that GP faced in business3
both internally and e1ternally.
Diagram =:% birdF! eye vie3 on +PF! problem!:
I recommend the following action plans for GP to develop further by reducing the problems8
4, Reduce charge:
] "ncrease subscribers number5 GP should increase the subscriber number until mar%et
saturation of addressable mar%et. GP should reduce their charge as it has been identified as a
ma7or problem. ;or that we recommend them to further increase their subscriber number
especially in the rural areas. As they had already established towers in all over the #angladesh so
no further capital investment is re!uired to provide service in rural areas. If they can increase
their subscriber number then it will reduce their fi1ed cost per customer (by achieving economies
of scale) and will help them to charge low to the customers.
] .ink activities in company L GP, by combining some of the activities in their company value
chain, can cut operational cost. They can cross the activities of various sub3departments, such as
the M4<, Production, "ar%eting departments, especially in the process of coming up with new
product. This will also help them to reduce their cost and will help them to charge less.
=, Increa!e acce!!ibility from +P !ervice to other mobile companie!:
Another problem of GP is inaccessibility from GP service to other mobile companies, To solve
that I am recommending the follow actions3
&evelop network5 "ust pay attention to develop their networ% further that will ensure
smoother accessibility to other company mobile.
*trategic collaboration with the other companies5 GP should try to create a strategic
collaboration and good relationship with other mobile companies so that GP can ensure
smooth access of its mobile connection with other company mobiles.
General suggestions5
Suggesting the following recommendations for further development8
,. Meshape #usiness model
The company should be committed to earn revenue by providing the best !uality service and
spend by establishing developed technology to ensure that best !uality services, and by hiring
best personnel.
6est cost provider strategy 1 In the competitive industry, it is not enough to ensure low cost onlyH
ensuring the best !uality services is a must. So we are recommending #est3 cost strategy, which
suggest providing best service at possible least cost. They should give best service in terms of
variety of features, customer care, good networ% etc. 0n the other hand, they can achieve cost
advantage by controlling cost drivers, ta%ing advantages of their huge infrastructure, and
%nowledge gained from their long3term commitment. These will help them to %eep their cost
down in spite of retaining high !uality.
*. Me3craft strategy with different ob7ectives8
GP can maintain their image in near future by adopting some steps8
). !eset Ob'ectives 1The financial objective! should be set to enhance profit margin through
cost reduction, and higher volume of sales. The !trategic objective should be set to satisfy the
customers with best service and best price in the mar%et. 0b7ectives in particular are3
Provide better options for rush hours in terms of networ%, cost etc
se alternative cellular technology to enhance efficiency for fi1ed phone centers
Fnhance motivation to fulfill their customer3demand timely.
6. )pplying collaborative approach5 GP may adopt this approach to formulate their strategy,
where managers from each level will participate. The benefits in particular are3
Fntrepreneurship will create new opportunities for the organi$ation by pursuing a growth
oriented behavior with the merit of their own employees.
Provide better ideas regarding customers2 needs by contacting customers on a regular basis.
&. Patents, protection o# intellectual property 7 Lhen GP creates any new idea or innovative
product, they need to protect their ideas and formulas from competitors.
(. *urvey customers5 GP needs to focus on mar%eting research through customer surveys and
opinions to determine what customers want. GP by offering those can reduce the ris% of threat
from possible substitute products.
$. "ncrease switching costs5 GP may design price3structure and product3offerings in such a way
that switching cost to any substitute product becomes higher and buyers will stic% to them.
". "ncrease incentives and value added5 GP could increase incentives for the buyers to motivate
them to buy more of their products.
*. <eliberate actions8
Through holding seminars and competitions among the subscribers of GP, they can reign further
by8
] Populari8ing /-*
] "ntroducing --*
] Providing more GP1s
] Providing "*& services
] Providing 3 incoming in (asy Pre5paid and &'uice.
9. Tac%le Mivalry8
GP can avoid the price3competition currently and in near future by adopting some strategies8
] &i##erentiate a #irms product 5 As a high3tech company, GP can adopt differentiation strategy
to ma%e their position more advanced in the mar%et competition. They may invent new process
through M4< for manufacturing activities to increase performance of their service, and focus
buyer3benefits.
] -aintain 6rand image5 Lhat GP re!uires most is maintaining the already established brand
image for them, so that they can get customers who will stic% to their brands only. Their loyalty
will wor% as a barrier for current and potential competitors.
] 1ommunicate more with competitors5 GP must remain up to date with collecting information
about the competitors2 strategies for product, mar%et, promotion, distribution from various
seminars, inauguration ceremonies, meetings, press conferences, and also from informal 6get3 to3
gathersK.
*pecial suggestions
'areful e1pansion8
GP have all the potentials to grow up by utili$ing their full capacity. However, if GP e1pand
their business to such an e1tent that e1erting control and operating with e!ual success become
impossible, the result will be bottlenec%. Therefore, GP should start thin%ing about e1panding
their business.
) 6ird eye view o# *trategic recommendations
In order to succeed and grow, GP must be able to adapt to the constantly changing surrounding
environment. The following factors are to be ta%en care of greatly in this area8
Among all the given strategies, application of a combined effort will help the most I believe. As
GrameenPhone concentrated a lot on their customer3base, the company should try to ma%e its
customers a vigor weapon to fight against any difficulty it faces. Along with changing the
structural system, by adapting to newer and ta1ing revolutioni$e, GP can achieve success ahead
of its competitors.
onclu!ion:
As the research finding show the poor service awareness status of GrameenPhone subscribers,
hence obviously GP has to increase awareness of subscribers. Increased service awareness status
will raise the service value of GP, increase subscribers usages rate result increase revenue for
GP. If continuous development of new product and service can not simultaneously aware
subscribers then it will neither worth much to subscribers nor add value to the company. Hence,
it is clearly observed there is GAP between services provided and services awareness. Iow GP
has to consider this GAP minimi$ation and maintain alignment with service offering and service
awareness. 0therwise, in the long run new services innovation will not give its ultimate success.