1

CHAPTER 1: Introduction

1.1 Origin of the Study:
As a part of internship program for business graduate students, each student needs an organizational
attachment. Being attached with Grameenphone Ltd., this study has been undertaken to fulfill the
internship purpose. During a specified time period of internship, the students are required to prepare a
report on the organization where he or she has been attached with. The purpose also requires the
students to undertake a business problem or area of investigation within the organization for detailed
study and reporting.
The basic purpose of this attachment is to expose the students to the real business situation and
acquaint them with the practices of modern business world, which can help to bridge the gap between
theoretical knowledge and practical operation.

1.2 Statement of the Problem:
Watson, come here: I want you. This was the first message ever transmitted from one place to
another, through a device called telephone. American genius, Alexander Graham Bell (1847-1922) along
with his assistant Thomas Watson invented the device. It was March 10, 1876, an important day for
human civilization, the first step towards developing means of communication. Weve come a long way
since then. Today, mobile phone is a part of our everyday life. Nowadays, the phone is not only used for
making calls, among many other functions its used for communicating through text-messages and so
called multi-media messages, as well as to connect us to the internet. The opportunities that lie in the
mobile phone market seem endless and the growing demand for mobile telephony systems is creating a
2

world-wide market. The telecom industry is nowadays not only by means of millions, but by means of
billions. Actors in this industry are seeking the most profitable markets throughout the world.

In Bangladesh mobile phones were first introduced in 1989. There are six mobile operators in
Bangladesh. From 1990 to June 2011 the combined subscribers of the six companies totaled 76.434
million. Grameenphone Ltd. is one of the leading mobile operators in Bangladesh with about 33 million
subscribers.

1.3 Significance and Rationale of the Study:
Academics purposes also the secondary concentration, reader might be management students,
marketing students, specialization in International marketing and the scholars for research and thesis
paper. It could be helpful in improving their understanding about the particular topic. This surely would
give reader a deeper insight about the subject which might be helpful for allied or further studies.
Lastly, the different but a bit similar industry can use some of the knowledge as background study for
starting new research.
The report will provide the possibly all follow ups to counter check the information and the reliable data
in simple and precise manner to present and evaluate. This intent is for providing reader the interesting
paper to enjoy, understand and to use if it could.

3

1.4 Objective of the Study:
The major objective of this report is to identify some new and potential services and to suggest
promotional plan for those potential services.
To better fulfill the objective, some specific objectives have been formulated.
To study the local and international industry of Value Added Services.
To identify the potential fields to develop new services for Grameenphone.
To analyze customer demand for the new Value Added Services.
To identify key factors that can affect customers decision to try the service.
To suggest promotional plan for the proposed Value Added Services.


1.5 Scope of the Study:
Popular services in other mobile companies in the Asian region were considered. The study considers
respondents from Dhaka Metropolitan area only. Interviews were taken from the users who are
currently using mobile phone.




4

1.6 Limitations:
The followings are the limitations for the study:
Popular services all over the world were not considered for this report as the market and the
economy is not similar to that of the rest of the world.
Views of respondents of other parts of the country were not considered for this study.
Sample size for this study is very small compared to the universe.
There is a high chance that respondents do not know well about most of the services that are being
studied. Therefore, result might not reflection actual scenario.














5

CHAPTER 2: Methodology


2.1 Secondary Data:
In preparing this report, both secondary and primary data was used. As a part of the exploratory
research, the researcher has compared the Value Added Services of local and international
telecommunication industry. The researcher has found out the different services that are not provided
by Grameenphone. Based on the exploratory research, a questionnaire was prepared comprising of the
new Value Added Services. Information regarding promotional plan was also taken from the secondary
sources.
Source of Secondary Data:
For the secondary data collection, the researcher has used websites, journals and other relevant
information from published secondary sources that are credible enough.

2.2 Primary Data:
In addition to the secondary data, the researcher has conducted a depth interview with a small scale of
3-4 respondents. With this depth interview, the researcher could detect precise and accurate
variables from the respondents that can help Grameenphone to design Value Added Services.

After getting the necessary insights from the depth interview and secondary data analysis, the
researcher could understand the local market status. It helped the researcher to prepare the final
6

questionnaire required for the quantitative research. In the second phase of primary data collection, the
researcher used close ended questions for the survey.
Source of Primary Data:
The primary data was collected by carrying out a survey among 100 people (within the defined
population). In addition, the respondents selected are those who are the subscribers of Grameenphone
and other operators. Among 100 respondents, 25 respondents are from youth segment including
University students, comprising of 5 students from North South University, 5 students from AIUB, and 15
students from Dhaka University; 25 respondents are from business segment, comprising of 15
businessmen and 10 private service holders; 25 respondents are from consumer segment comprising of
15 government service holders and 10 housewives; and 25 respondents are from emerging (financially
constraint) segment, comprising of 15 garments workers and 10 workers from spinning mills. All the
respondents were from Dhaka division.

2.3 Sampling Design:
For the study, the population consisted of the subscribers of Grameenphone and other operators, such
as Robi, Banglalink, Citycell, Airtel and Tele Talk. The sampling method was convenient random
sampling, because it is the purest form of probability sampling. Each member of the population has an
equal and known chance of being selected. Respondents were randomly selected among the different
customer segments.



7

CHAPTER 3: Organization Profile

3.1 Company Profile:
Grameenphone widely known as GP is the leading telecommunication service provider in Bangladesh
with more than 33 million subscribers (as of May 2011). Grameen Phone is a joint venture company
between Norwegian Telecom giant Telenor and Grameen Telecom, a nonprofit sister concern of the
internationally acclaimed microfinance organization and community development bank Grameen Bank.
In the midst of lack of communication means, Grameenphone has introduced an effective and user-
friendly mobile phone network. It has put a positive impact on the lifestyle of the people of Bangladesh.

3.2 Historical Background:
Before Grameenphones inception, the phone was for a selected urbanized few. The cell phone was a
luxury: a flouting accessory for the select elite. The mass could not contemplate mobile telephony as
being part of their lives. Grameenphone started its journey with the Village Phone program: a
pioneering initiative to empower rural women of Bangladesh. The name Grameenphone translates to
Rural phone.

Starting its operations on March 26, 1997, the Independence Day of Bangladesh, Grameenphone has
come a long way. Grameenphone pioneered the then breakthrough initiative of mobile to mobile
telephony and became the first and only operator to cover 98% of the countrys people with network
Since its inception Grameenphone has built the largest cellular network in the country with over 13,000
base stations in more than 7000 locations. Presently, nearly 98 percent of the country's population is
within the coverage area of the Grameenphone network. Grameenphone has always been a pioneer in
8

introducing new products and services in the local market. GP was the first company to introduce GSM
technology in Bangladesh when it launched its services in March 1997.
Grameenphone was also the first operator to introduce the pre-paid service in September 1999. It
established the first 24-hour Call Center, introduced value-added services such as VMS, SMS, fax and
data transmission services, international roaming service, WAP, SMS-based push-pull services, EDGE,
personal ring back tone and many other products and services. The entire Grameenphone network is
also EDGE/GPRS enabled, allowing access to high-speed Internet and data services from anywhere
within the coverage area. There are currently nearly 2.6 million EDGE/GPRS users in the Grameenphone
network.
Today, Grameenphone is the leading telecommunications service provider in Bangladesh with more
than 33 million subscribers as of May 2011.

3.3 Ownership Structure:
The shareholders of Grameenphone contribute their unique, in-depth experience in both
telecommunications and development.

It is a joint venture enterprise between Telenor (55.8%), the largest telecommunications service
provider in Norway with mobile phone operations in 12 other countries, and Grameen Telecom
Corporation (34.2% ), a non-profit sister concern of the internationally acclaimed micro-credit pioneer
Grameen Bank. The other 10% shares belong to general retail and institutional investors.

The international shareholder brings technological and business management expertise while the local
shareholder provides a presence throughout Bangladesh and a deep understanding of its economy. Both
9

are dedicated to Bangladesh and its struggle for economic progress and have a deep commitment to
Grameenphone and its mission to provide affordable telephony to the entire population of Bangladesh.


3.4 Organization Structure:


Figure 1: GP Organogram and Managment


3.5 Vision:
Grameenphones existence is to help the customers by ensuring full benefit of communication service in
their daily lives. The company wants to make it easy for the customers to get what they want and
whenever they want.


10

3.6 Mission:
Grameenphone have the mission to lead the industry and exceed customer expectations by providing
the best wireless services, making life and business easier.

3.7 Values:
Grameenphone has the following core values:
Keep promises
Be inspiring
Make it easy
Be respectful

3.8 Objectives:
The main objective of Grameenphone is to cover network in both urban and rural areas of Bangladesh.
In order to accomplish this objective, Grameenphone plans to achieve economies of scale as well as
healthy profit. At the same time, the company promises to serve the people of the country with good
connectivity.

3.9 Products & Services:

Packages:

Xplore
Xplore is a postpaid connection and is available with Mobile to Mobile with BTCL connectivity. BTCL
incoming is absolutely free in Xplore.
11

Shohoj:
Grameenphone prepaid connection comes with this pre-activated package where the customer will be
able to talk to any operator number at a low, flat rate of Tk 0.79.

Bondhu:
This package with the highest number of F&Fs allows customer to talk to his/her near and dear ones at
the lowest rate.

Apon:
Customer can talk to over 31 million Grameenphone numbers at a very low rate of 49 Paisa per minute.

Baadhon:
"Baadhon" is a special package which is very suitable for the rural population of Bangladesh.

Smile:
The Grameenphone Smile prepaid connection now gives more freedom, more opportunities and more
reasons to smile to its customers.

djuice:
New djuice price plan from Grameenphone Ltd. is designed with the Youth in mind.




12

Handsets:
Q100:
This full QWERTY handset focusing on Multi-media, socialization and a wide range of connectivity
options catered specifically for people looking for staying connected always, in every way.

djuice Shake:
It is a djuice branded multi-media handset catered specifically for the youth with focus on connectivity,
entertainment and socialization.

Crystal:
The Android 2.2 platform introduces many new and exciting features for users. Thousands of free
applications that suits users taste.

Mobile Services:

Call Block

Friends & Family

Missed Call Alert

Mobile Backup

MMS

Voice Mail Service

Pay for Me

Flexiload

Balance Transfer
13


Vehicle Tracking

Voice SMS

International SMS

International MMS

Ebill

Facebook SMS

Smart Load

Buddy Tracker


3.10 Strategies for Grameenphone:
The basic strategy of Grameenphone is to provide coverage in both urban and rural areas.
Grameenphone is building continuous coverage, cell after cell. While the intensity of coverage may
vary from area to area depending on market conditions, the basic strategy of cell-to-cell coverage is
applied throughout the network of Grameenphone.

Functional Level Strategy:
Grameenphone gives emphasis is on efficiency, quality, innovation, and customer responsiveness. This
enables the organization to earn competitive advantage over the competitors.

Business Level Strategy:
Grameenphone mainly applies cost leadership strategy. In addition, they also apply differentiation
strategy through wide variety of services in their portfolio and user friendly applications and services.
14

Corporate Level Strategy:
Grameenphone follows related diversification as their corporate level strategy. It enables them to keep
the cost low and earn better expertise.

3.11 Competitive Conditions of Grameenphone:
There are currently six competitors in the industry, which are, Grameenphone (GP), Robi, CityCell,
Banglalink, TeleTalk and Airtel. In 1990s, Pacific Bangladesh Telecom introduced cellular phones in
Bangladesh using AMPS technology. Their network was also limited to this Dhaka-Chittagong region.
They are still remembered by many for their initial overcharging. In those days, they became a symbol of
affluence. Few years later, Grameenphone came up with GSM technology. Sheba Telecom (Pvt.) Ltd.
was granted license in 1989 to operate in the rural areas of 199 upazilas and later they were allowed to
extend to cellular mobile radio- telephone services. Subsequently Pacific Telecom switched to CDMA 1
and Sheba tuned with GSM. With the entry of Grameenphone and Telekom Malaysia International
Bangladesh (TMIB) into the scene, price came down to be affordable by upper and middle class of urban
population and network coverage started to expand countrywide. Soon after, state owned land phone
connectivity provider BTTB refused to provide any more inter connectivity with land phones to mobile
phone operators for additional subscribers.

Within three years of inception, TMIB with its flagship brand in Bangladesh, AKTEL (currently named
Robi) came to a strong second position in terms of subscriber base, network coverage and services
provided. Their offers and services helped make the market more competitive and better structured. To
compete effectively with Grameenphone, TMIB also drastically expanded network coverage. Very
recently, Sheba Telecom (Pvt.) Ltd. (currently named Banglalink) has become the major competitor of
Grameenphone. Their customer number has exceeded 20.05 million and thus became the second
15

largest operator of Bangladesh in terms of subscribers. However, except Grameenphone no other
company is making profit as of now. Presently it can be definitely assumed that, the market for mobile
phones in Bangladesh is by any scale, promising.












16

3.12 Industry Analysis:

Operators Grameenphone Banglalink Robi Warid CityCell TeleTalk
Obtaining
License
28-November-1996 1989 December-2005 March-1989
Commercial
Launching

26-March-1997

July-2004
15-November-
1997

10-May-2007

August-1993

29-December-2004
Ownership
Structure
Telenor 62%
Grameen
Telecom- 38%
100% Orascom
Telecom Ltd
Telkom
Malaysia Sdn. Bhd.
70%
AK Khan 30%
100% Dhabi
Group
SingTel-45%,
Pacific Motors Ltd-
31.43%, Far East
Telecom Ltd-
23.57%
100% BTTB
(State owned)
Network
Coverage
64 districts 64 districts 64 districts 64 districts 64 districts 64 districts
Customer Base 21,810,000 11,640,000 8,450,000 3,130,000 1,560,000 1,010,000
Market Share
(in
%)
45.82% 24.45% 17.75% 6.58% 3.28% 2.12%
Products Telephony
GPRS
EDGE
GSM
Telephony
GPRS
GSM
Telephony
GPRS
GSM
Telephony
GPRS
EDGE
GSM
Telphony
CDMA
Telephony
GPRS
Technology
Used
GSM GSM GSM GSM CDMA GSM
Average
Revenue
per User (ARPU)
Postpaid US $15
Pre paid US $4
Pre paid +
Postpaid US $4
Postpaid US $13
Pre paid US $3.5
Pre-paid +Postpaid
US $3.97
Pre-paid +
Postpaid
US $2.98
Pre-paid +Postpaid
US $2
17

Operators Grameenphone Banglalink Robi Warid CityCell TeleTalk
Post-Paid Xplore
Flat and Low
tariff
3 F&F (TK
0.25/minute, TK 1 per
SMS)
EDGE & VAS
GSM Features
International
roaming
ThankYou
discount & Crown
Membership
Enterprise
Personal Package
5 FnF
1sec pulse
20% bonus on
incoming calls
15% loyalty
Discount on
airtime
Value Added
Services (VAS)
AKTEL
Signature
FNF to 1 BTTB
number
No line rent above
TK 500
Value Added
Services (VAS)
Infinity
1 Sec Pulse
No line rent
Flat tariff +VAS
Zahi Classic
10 FnF
Local/ NWD/ISD
10 sec Pulse
Zahi Supreme
15 FnF
5 Sec Pulse
VAS
Zahi Royal
20 FnF
1 sec Pulse
VAS
CityCell One
Zoom-high speed
wireless data
Value Added
Services
4 FnF numbers
Tk 50 per month
applicable
Standard/
Rajanigandha
1 sec pulse
5 FnF
Value Added
Services (VAS)
Shapla
1 sec pulse
5 FnF
VAS
Pre-Paid Djuice
3 F&F (TK
0.25/minute, TK 1 per
SMS)
ThankYou Bonus
Attractive Group
talk rates
VAS
Smile
Smile SMS
Economy ISD Rates
ThankYou Bonus
Attractive group talk
rates
Value Added
Services
Ladies, First!
Desh
Pre Paid M2M
Mobile to mobile
incoming out
going
No monthly Fixed
Charge
Value Added
Services (VAS)
Pre Paid Standard
Mobile to
mobile, T&T, ISD
No monthly Fixed
Charge
VAS
Single Pre-
Paid Package
5 FnF
Full BTTB
Connection
Internet
connectivity
Value Added
Services
(VAS)
Zem (Start up)
30 Sec Pulse
5 FnF
Zem 1 Sec
1 sec Pulse
5 FnF
Zem 24 hrs
60 sec pulse
5 FnF
Tk 0.89/ minute-24
hrs-any operator
Zem FnF
30 second Pulse
5 FnF
25paisa/minute to
any operator
CityCell One
Zoom-high speed
wireless
data
Value Added
Services (VAS)
4 FnF numbers
TK 50 per month
applicable
Standard
30 second pulse,
15 sec pulse from
second minute
onwards
FnF applicable for
3 numbers
GPRS
VAS
Shadheen
30 second pulse
and 15 sec pulse
4 FnF (2 teletalk
number at TK
0.25/min, 2 other
operators at TK
0.90/min)
VAS
18

Operators Grameenphone Banglalink Robi Warid CityCell TeleTalk
Music related
Services
Ringtones
Downloading
Services
Welcome Tunes
Ringtone
Downloads
Song Dedication
Amar Tunes
Bangla Radio
AKTEL
GoonGoon
RingTones
Caller Tunes
Hello Tunes
Gift Shop (Music
and Voice)
Music Box
Nil
Community SMS Based Alert
(Namaz)
Voice Based Alert
(Namaz)
Namaz Alert Namaz time
Seheri and iftar
time
Religious Services Prayer Time





Portals WAP WAP WAP WAP WAP WAP
Mobile
Internet and
broadband
Mobile Internet
Mobile Data
Transfer
GPRS
EDGE
Mobile Internet
Mobile Data
transfer
GPRS
Mobile
Internet
GPRS
Mobile Internet
GPRS
EDGE
Zoom
Pre Paid
Post Paid
Data Card
Mobile Internet
19

Operators Grameenphone Banglalink Robi Warid CityCell TeleTalk
Infotainment Downloading
Services
Video
Animation
Logo
Jokes
Wallpaper
Cell Bazaar
SMS Based Alert
Services
Cricket
SMS Banking
SMS Info Service
Voice Based Alert
Service
News
Finance
Downloading
Services
Logo Download
Greetings
Jokes
Quotes
Cricket
Horoscope
Emergency
Music and
movie charts
Voice Adda
Missed Call
Alert
Women's Special
iCook-Recipe
(Siddika Kabir)
Beauty Tips
(Kaniz
Almas)
Mobile
Lifestyle
bdnews
24.com
Phone Back up
Info and News
Missed Call
Alert
Sports
Warid FunStore
Wallpaper
Greetings
Info Zone
News
Sports
Finance
Horoscope
Games
Recipe
Jokes
Weather
Dictionary
Quotes
Online Address
Book
Call me back
Missed Call
Alert
Voice Based Info
News
Weather
Daily Events
Flight Schedule
Train Schedule
Horoscope
Exchange Rate
Sports
(Cricfone)
Jokes
Weather
(Local+Internatio nal
weather forecasting)
Taxi
Horoscope
Quotes
Emergency
News
Sports (Football,
Cricket)
Roja (Iftar, Seheri)
DESA Load
Shedding Schedule
20

Operators Grameenphone Banglalink Robi Warid CityCell TeleTalk
Messaging and

email solutions
BlackBerry
BlackBerry Enterprise
Service
Messaging Services
Text Message
MMS
Voice Message
Voice Mail
Web SMS
International SMS
Instant Messaging
email services
Conference Call
Messaging
Services
Text Message
International
SMS
iBubble
Voice Mail and
Message
Picture Message
SMS email
SMS ADDA
Conference Call
Call me back
Messaging
Services
Text
Messages
International
SMS
Voice SMS
Voice Mail
MMS
Instant
Messaging
email Services
Conference
Call
Messaging
Services
Text Messages
MMS
Web SMS
Messaging
Services
Text Messages
International
SMS
Email@mobile
Chatting Services
Dost
Messaging
Services
Text SMS
(Bangla, English)
Internet SMS
Voice mail
Voice SMS

Table-1: Industry Analysis
21

3.13 SWOT Analysis for Grameenphone:
From the SWOT analysis, the strengths, weaknesses, opportunities and threats of Grameenphone can be
observed, which is essential in order to determine the present standpoint of the company.

STRENGTHS:
Established Parent Company
Knowledge and expertise of the top level management
Strong Brand Image
Skilled Human Resource
Collaboration with Diverse companies
Collaboration with Financial Institutions
Wide Variety of Service Offerings
Countrywide Customer Care Centers

WEAKNESSES:
Grameenphone is Reactive rather than being Proactive
Adaptability to Change is very Difficult
Consumers negative perception towards Grameenphone
Repatriation of Income to Telenor

OPPORTUNITIES:
Incapability of Public Sectors
Growing Acceptability of Mobile Phone Business Diversification
22

Opportunity for Network Coverage Expansion

THREATS:
Political Instability and Natural Calamity Recession in the Economy
Non-cooperative Telecommunication Regulatory Body
Existing Competitors in the Market Upcoming Competitors in the Market Private T&T
Phone Companies
Possible Health Risk from Mobile Phone

3.14 Current State of Operations:
Grameenphone is enjoying a strong position in the telecommunication industry of Bangladesh. Along
with its numerous internal strengths and opportunities to utilize those strengths, the company is also
getting the advantage of operating in a market that has high entry barrier. Due to the moderately low
bargaining power of the buyers, the risk of buyer dominance is low, which has given the company an
extra benefit. However, the company holds a number of internal weaknesses and facing immense
competition in the industry. In conjunction with those weaknesses and competition, it is also facing the
threat of strong substitute services. Government has increased its restriction by offering VAT and Taxes
on the telecommunication industry and the bargaining power of the suppliers is also high. Nonetheless,
even after confronting such risks and having internal weaknesses, Grameenphone has maintained its
dominance in the industry. Since 1997, the company has achieved many competencies through its
operation. However, other operators are trying their best to beat Grameenphone.


23

3.15 Future Directions:
Though Grameenphone is a well-established company in Bangladesh and it is running successfully in the
domestic market. 3G technologies will enable Grameenphone to offer users a wider range of more
advanced services while achieving greater network capacity through improved spectral efficiency. Some
of the services include wide-area wireless voice telephony, video calls, and broadband wireless data, all
in a mobile environment. Additional features also include HSPA data transmission capabilities able to
deliver speeds up to 14.4Mbit/s on the downlink and 5.8Mbit/s on the uplink. In addition, 3G networks
offer a greater degree of security than 2.5G predecessors do.

The networks of Grameenphone have to be upgraded in order to support 3G technology. Due to this,
Grameenphone is going for Initial Public Offering (IPO), to raise BDT 20 billion. The fund generated from
the IPO will be utilized for the development of the networks of Grameenphone. These will allow
Grameenphone to sustain its leading position in the telecommunication industry of Bangladesh.





















24

CHAPTER 4: Study Results & Findings

4.1 Summary of the Survey Outcome:

4.1.1 Subscribers Profiling:
Figure 2 below shows that out of the 100 subscribers surveyed for this study 44% was Grameenphone
users and Banlgalink is in the second position with 23% of the subscribers. Both Citycell and Teletalk
have 4% subscribers. Moreover, 18% of the subscribers own Robi and only 7% own Warid connection.

Figure-2: Subscribers of Different Operators

From the below figure we see that among all of the operators most of the users are prepaid users and
only 5% are postpaid users. Mostly business users of different operators are postpaid users.

Fugire-3: Post-Pre Comparison
44%
18%
23%
4%
7%
4%
Subscribers
Grameenphone
Robi
Banglalink
Citycell
Warid
Tele Talk
95%
5%
Pre-paid
Post-paid
25

Among the respondents 79 percent were male and 21 percentage were female. Most of the female
were from the respondents in the emerging segments who are basically garments workers.


Figure-4: Male-Female Ratio

Among the respondents 36 percent were from the 26-33 age group whereas 24 percent were from 18-
25 age group which means most of the mobile phone users are youth and young professionals. 21
percent of the respondents were from 34-41 age group who were mostly businessman and government
employees. Only 6 percent users were aged 50+ who were mainly from the consumer segment.

Figure-5: Age Distribution
79%
21%
Male
Female
24%
36%
21%
13%
6%
18-25
26-33
34-41
42-49
50+
26

From the figure below we see that majority of the respondents completed their post graduation and
most of them are from business and consumer segments. 23 percent of the respondents completed
their graduation that came from consumer and youth segments. Some of the respondents from youth
segment and all of the respondents of the emerging segments are below graduate i.e. completed HSC,
SSC or primary education.


Figure-6: Level of Education


4.1.2 Customer Segmentation and Monthly Expenditure on Mobile Phone:

Monthly Spending Total
Below
Tk. 100
Tk. 100-
300
Tk. 300-
600
Tk. 600-
1,000
Tk. 1,000 and
above
Others
Customer
Segment
Youth 2 4 9 2 8 0 25
Business 1 5 6 2 10 1 25
Consumer 0 12 12 1 0 0 25
Emerging 6 19 0 0 0 0 25
Total 9 40 27 5 18 1 100
Table-2: Customer Segmentation & Monthly Expenditure on Mobile Phone

Table 2 shows that the majority of the youth segment, i.e. 9 subscribers spend around TK 300- TK 600
and 8 subscribers spend around TK 1000 and above per month on their mobile phone. In addition,
11%
14%
17%
23%
35%
Primary
SSC
HSC
Graduate
Post-graduate
27

most of the business people tend to spend more than TK1000 per month on their mobile phone. There
are some business people, who spend around TK 300- TK 600 monthly. Majority of the subscribers from
the consumer segment spends within the range of TK 100- TK 600 per month on their mobile phone.
On the other hand, the majority of the s subscribers from emerging segment spend around TK 100- TK
300 per month.

Figure-7: Monthly Expenditure on Mobile Phone by Different Segment

Figure 8 shows that 49% of the subscribers spend at best Tk 50 on value added services besides voice
calls. 23 and 13 percent of the subscribers spend Tk 50- Tk150 and Tk 150- Tk 250 respectively. Only 6
percent of the subscribers spend more than Tk 350 per month on non-voice services, mostly for internet
browsing.

Figure-8: Spending on Value Added Service
0
5
10
15
20
25
30
35
40
Emerging
Consumer
Business
Youth
49%
23%
13%
9%
5%
1%
Tk. 1-Tk. 50
Tk. 50-Tk. 150
Tk. 150-Tk. 250
Tk. 250-Tk. 350
Tk. 350-Tk. 450
Others
28

4.2 Song Dedication:
Dedicate Song
Total
Yes No
Customer Segment
Youth 17 8 25
Business 6 19 25
Consumer 9 16 25
Emerging 6 19 25
Total 38 62 100
Table-3: Segmentation of Grameenphone and the Level of Song Dedication on Mobile Phone

The above table illustrates that 38 percent of the respondents are willing to dedicate songs to their
beloved ones. Among them, 17 respondents are from youth segment under the age group of 18-25.
Only 9 respondents and 6 respondents, who want to dedicate songs to others falls under consumer
segment (includes government service holders and homemakers) and emerging segment (financially
constraint group) respectively. Whereas only 6 respondents from business segment (business people
and private service holders) want to dedicate songs to others. In the contrary, 62 percent of the
respondents are not willing to dedicate songs to their beloved ones. Among them, 19 respondents, 16
respondents, 19 respondents and 8 respondents, who do not want to dedicate songs to others, fall
under business, emerging, consumer and youth segment respectively.


Figure-9: Song Dedication through Mobile Phone
0
10
20
30
40
50
60
70
Yes No
Youth
Business
Consumer
Emerging
29

Figure 8 shows that most of the subscribers want to dedicate romantic songs to their near and dear ones
while 18 percent want to dedicate classical songs preceded by Hindi songs 16 percent of the subscribers
said will dedicate. 13 and 11 percent of the subscribers will choose pop and remix and rock songs
respectively.


Figure-10: Song Dedication through Mobile Phone

4.3 Background Music:
The below figure shows that majority of the subscribers do not want to play background music while
talking over the mobile phone. Only 20 percent was interested on this particular feature. It was found
that most of the subscribers interested in background music were from the youth segment and some
were from the consumer segment as well. This feature is perceived as annoying among the subscribers
who said no to background music.

21%
31%
13%
16%
19%
Classical
Romantic
Rock
Pop and Remix
Hindi
30


Figure-11: Background Music while Talking over Phone

4.4 Buy Music form Online Store:
This particular service got very low positive response from the subscribers. Only 13 percent of the
subscribers showed interested to buy music from online store. This is because of the low penetration of
internet and the willingness to pay for the songs as the songs are distributed illegally for free in different
websites. Subscribers mostly from the business segment were interested to pay for the copyrighted
songs if they can get fresh songs from there.


Figure-12: Buy Music from Online Store



20%
80%
Yes
No
13%
87%
Yes
No
31

4.5 Agriculture Information Service:
Respondents were least interested for this service among all of the 10 services in the survey. Only 7
percent of the subscribers shown interest for agriculture information whereas 93 percent said they have
no interested in this service. The main reason for this was the selection of the population; the
population in the survey was from Dhaka city and naturally, there is no interest for the agriculture
information among this segment.


Figure-13: Interest for Agricultural Information through Mobile Phone

Those interested for the agriculture information wants mainly price of grains in the market. The figure
below shows that 43 percent of the respondents are interested to know the price of grains, 29 percent
are interested to know tips on farming and the rest want to know both price and tips.

Figure-14: Interest for Information Type
7%
93%
Yes
No
42%
29%
29%
Price of grains in the
Market
Tips on Farming
All of these
32


4.6 Mobile Banking:

Segments of Grameenphone
Youth Business Consumer Emerging Total
Making transactions with bank through
mobile phone
Yes 20 23 21 16 80
No 5 2 4 9 20
Total 25 25 25 25 100
Table-4: Cross Tabulation for the Segment wise Preference for Banking Service on Mobile Phone

From the above table and the below bar graph, we can see that 80 percent of the respondents are
willing to sit back at home and make transaction with bank through mobile phone. Among them, 23
respondents and 21 respondents are willing to sit back at home and make transaction with bank
through mobile phone and they fall under business and consumer segment respectively. In addition, 20
respondents from youth segment and 16 respondents from emerging segment are willing to use banking
service on their mobile phone. On the other hand, 20 percent of the respondents do not want to make
transaction with bank through mobile phone because they have doubts regarding the security issues.


Figure- 15: Preference for Banking Service on Mobile Phone by Different Segments of Grameenphone




0
10
20
30
40
50
60
70
80
Yes No
Youth
Business
Consumer
Emerging
33

4.6.1 Kind of Banking Service the Subscribers Want to Use:
Segments of Grameenphone
Youth Business Consumer Emerging Total
Kind of banking
service the
subscribers want to
use
Paying bills for
water, gas and
electricity


2


2


1


3


8
Checking bank balance
or statements

4

3

3

4

14
Transfer money to your
beloved ones and
others

0

0

0

4

4
All of them 14 18 17 5 54
Total 20 23 21 16 80
Table-5: Cross Tabulation for the Segment Wise Banking Service Preferred by the Subscribers

From the above table, it is seen that 80 percent of the respondents are willing to sit back at home and
make transaction with bank through mobile phone. Among them, 54 respondents want to use banking
service on the mobile phone for checking bank balance or statements, paying bills for water, gas and
electricity and transferring money to the beloved ones. 14 respondents will use banking service on the
mobile phone for checking bank balance or statements. Only 8 and 4 respondents will pay bills for
water, gas and electricity and transfer money to the beloved ones respectively.

Figure-16: Kinds of banking services preferred by the customers





0
10
20
30
40
50
60
Transfer
Money to
Friends &
Family
Checking
Bank Balance
Paying utility
Bills
All of the
Above
Emerging
Consumer
Business
Youth
34

4.7 3G or Mobile Broadband:

Segments of Grameenphone


Youth Business Consumer Emerging Total
Using broadband on the
mobile phone
Yes

24

12

5

0

41
No 1 13 20 25 59
Total 25 25 25 25 100
Table 6: Broadband usage on mobile phone by different segments of Grameenphone

The above table illustrates that 41 percent of the respondents are willing to use broadband on their
mobile phone. Among them, majority of the respondents, i.e. 24 respondents from the youth segment
are interested to use broadband for their educational purpose. In addition, 12 businessperson and 5
respondents from the consumer segment are willing to use broadband on their mobile phone.

On the other hand, 59 percent of the respondents do not want to use broadband on their mobile phone.
Among them, none of the respondents from emerging segment is interested to use broadband because
they are not qualified for it and they do not require the usage of internet in their everyday life. In
addition, 20 respondents from the consumer segment, 13 business people are not willing to use
broadband on their mobile phone.

Figure-17: 3G or Mobile Broadband Usage by Different Segments


0
10
20
30
40
50
60
Yes No
Youth
Business
Consumer
Emerging
35

4.7.1 The Key Factors for Using 3G or Broadband on the Mobile Phone:

Segments of Grameenphone
Total
Youth Business Consumer
The key factors for using
broadband on the mobile phone
Speed 10 0 0 10
Reliability 1 0 0 1
Mobility 0 7 2 9
All of the
options
13 5 3 21
Total 24 12 5 41
Table-7: Key Factors of Using Mobile Broadband by Different Segments of Grameenphone

Table 7 and the below bar graph illustrates that 41 percent of the respondents are willing to use
broadband on their mobile phone. Among them, 21 respondents want to use broadband on their
mobile phone for higher speed, reliability and mobility. 10 respondents want to use broadband on their
mobile phone only for higher speed of the internet facility, 9 respondents will use broadband on their
mobile phone for using internet anytime everywhere. Out of those 9 respondents, 7 of them are from
business segment. Only 1 respondent will use broadband on the mobile phone for reliability.


Figure-18: deciding Factors to Choose 3G or Mobile Broadband



0
5
10
15
20
25
30
All of the
Options
Mobility Reliability Speed
Consumer
Business
Youth
36

4.8 Edutainment (Education and entertainment for children):

Segments of Grameenphone
Youth Business Consumer Emerging Total
Enjoyable educational experience for the
subscribers child/future generation from
the mobile
Yes 18 10 6 6 40
No
7 15 19 19 60
Total
25 25 25 25 100
Table- 8: Educational services for children by different segments of Grameenphone
From the above table, it is seen that 40 percent of the respondents want their children/future
generation to have enjoyable educational experience from their mobile phone. Among them, 18
respondents from the youth segment are very positive towards educational experience from their
mobile phone. In addition, 10 respondents from the business segment, and 6 respondents from
consumer and emerging segment are also quite positive about educational experience from their
mobile phone. In the contrary, majority of the respondents i.e. 60 percent of the respondents do not
want their children/future generation to have enjoyable educational experience from their mobile
phone, because they believe that their children will not learn effective lessons from mobile phone
rather they will keep on playing games, which might be harmful for their eyes.

Figure-19: Preference for Educational Service



0
20
40
60
Yes No
Emerging
Consumer
Business
Youth
37

4.8.1 Kind Of Services Preferred for the Future Generation in the Mobile Phone:

Segments of Grameenphone

Youth Business Consumer Emerging Total
Kind of services preferred
for the future
generation in the mobile
phone
Nursery
Rhymes
2 1 3 2 8
Games 1 1 0 1 3
Educational l
Quiz
4 5 0 2 11
Puzzles 2 0 0 0 2
All of the
options
9 3 3 1 15
Total 18 10 6 6 40
Table 9: Services Preferred for the Future Generation/Children by Different Segments of Grameenphone

From the above table, it is seen that 40 percent of the respondents want their children/future
generation to have enjoyable educational experience from their mobile phone. Among them, 15
respondents want their children/future generation to learn nursery rhymes, educational quiz and
puzzles from their mobile phone. 11 respondents want educational quiz on their mobile phone and 8
respondents want nursery rhymes to enrich their children/ future generations knowledge. 3 and 2
respondents are willing to have games and puzzles on the mobile phone for entertaining their children.


Figure -20: Preferred Contents for Educational Service




0
2
4
6
8
10
12
14
16
Nursery
Rhymes
Games Educational
Quiz
Puzzel Allof the
Above
Emerging
Consumer
Business
Youth
38

4.9 Mobile Radio:


Segments of Grameenphone


Youth Business Consumer Emerging Total
Listen to radio programs on
the subscribers' mobile phone
Yes 19 13 17 5 54
No 6 12 8 20 46
Total 25 25 25 25 100
Table-10: Usage of Mobile Radio by Different Segments

The table and the bar graph illustrates that 54 percent of the respondents are want to listen to radio
programs on the mobile phone. Among them, 19 respondents are from youth segment, 17 respondents
are from consumer segment, 13 respondents are from business segment and 5 respondents are from
financially constraint segment.

On the other hand, 46 percent of the respondents do not prefer to listen to radio programs on the
mobile phone. Among the respondents, 20 of them are from emerging segment, which are not
financially sound to afford these services. 12 business people said that they do not have enough time to
listen to radio programs on the mobile phone. 6 respondents from youth segment said that they are not
interested about radio on mobile phone other than listening to sports news.


Figure-21: Demand for Mobile Radio by Different Segments
0
10
20
30
40
50
60
Yes No
Emerging
Consumer
Business
Youth
39



4.9.1 Kind of Programs Preferred to Listen from Mobile Radio:

Segments of Grameenphone
Youth Business Consumer Emerging Total
Kind of programs
preferred to
listen from
mobile radio
News 4 11 14 3 32
Talk Shows
0 0 1 0 1
Latest Songs
14 2 2 2 20
Others
1 0 0 0 1
Total
19 13 17 5 54
Table-11: Programs Preferred on Mobile Radio by Different Segments of Grameenphone

The table 11 and the following bar graph shows that 54 percent of the respondents are want to listen
to radio programs on the mobile phone. Among them, 32 respondents prefer mobile radio for listening
to news, where most of the respondents are from business and consumer segment. In addition, 20
respondents prefer to listen to latest songs, where majority are from the youth segment. Only 1
respondent want to listen to the sports news and talk shows on their mobile radio.


Figure-22: Preference of Radio Programs by Different Segments


0
2
4
6
8
10
12
14
16
18
20
Emerging Consumer Business Youth
Others
Latest Songs
Talk Shows
News
40

4.10 Mobile TV:

Segments of Grameenphone
Youth Business Consume
r
Emerging Total
Watching television on the
subscribers mobile phone
Yes

19

14

11

7

51
No 6 11 14 18 49
Total 25 25 25 25 100
Table-12: Usage of Mobile TV by Different Segments of Grameenphone

From the above table, we can see that 51 percent of the respondents want to watch television on the
mobile phone. Among them, 19 respondents are in the youth segment, 14 of them are from business
segment, 11 of them from consumer segment and 7 from the financially constraint segment. On the
other hand, 49 percent of the respondents are not interested to watch television on the mobile phone
because they think that the screen of the mobile phone is too small to enjoy the television programs on
the mobile phone. Among them, 18 respondents are from financially constraint segment and they
cannot afford to have such services. 14 respondents are from consumer segment, 11 of them are
business people, who do not have enough time to watch television on the mobile phone, 6 of them are
from youth segment and they think that it is not very enjoyable to watch television on a small mobile
phone screen.


Figure 23: Segment-wise Need for Mobile TV



0
10
20
30
40
50
60
Yes No
Emerging
Consumer
Business
Youth
41

4.10.1 The Channels Preferred by Subscribers on Mobile Phone:


Segments of Grameenphone
Youth Business Consumer Emerging Total
The channels
preferred by
subscribers on the
mobile phone
Bengali Channels
(RTV, NTV, Channel I
etc)


0


5


2


4


11
Hindi Channels (Star
Plus, Sony, Zee TV
etc)

0

1

4

0

8
Music Channel
(MTV, Zee Music,
Channel V
act)

14

0

1

0

15
Sports Channel (Star
Sports, ESPN etc)

3

8

4

3

15
Movie Channel (HBO,
Hall Mark, Zee
Cinema etc)

2

0

0

0

2
Total 19 14 11 7 51
Table-13: Channels Preferred by the Subscribers on Mobile TV

The above table shows that 51 percent of the respondents want to watch television on the mobile
phone. Among them, majority of the respondents, i.e. 15 respondents want to watch music channels,
which is mostly from the youth segment. In addition, 15 respondents want to watch sports channels,
which is mostly from the business and consumer segment. 11 respondents want to watch Bengali
channels, which is mostly from the business, emerging and consumer segment. Some of the business
people are willing to watch news on the mobile television, whereas the financially constraint people
might watch the Bengali channels for their entertainment purpose. Although, they might not be
financially sound but they are willing to use this service out of curiosity. However, 8 and 2 of the
respondents prefer to watch Hindi and Movie channels on their mobile phone, respectively. Mostly, the
homemakers are interested to have Hindi channels to watch Hindi serials on their mobile phones.

42


Figure-24: Channels Preferred by Different Segments

4.11 Possible Benefits from Video Conferencing:


Segments of Grameenphone

Total Youth Busines
s
Consume
r
Emerging
The possible
benefits
from video
conferencing
Business
Meetings
0 4 0 0 4
Staying
Visually
connected to
friends and
family

7

14

24

24

69
Educational
Purpose

2

0

0

1

3
All of the
options
16 6 1 0 23
Others 0 1 0 0 1
Total 25 25 25 25 100
Table-14: The Reasons for Using Video Conferencing on Mobile Phone

The above table and bar graph illustrates that 69 percent of the respondents are willing to use video
conferencing to be visually connected to friends and family. On the other hand, 23 percent of the
subscribers want to use video conferencing in order to obtain possible benefits, such as attending
business meetings, educational purposes and to be visually connected to friends and family. Only 4
percent of the respondents want to use video conferencing only for attending business meetings and 3
percent of the respondents want to use video conferencing only for educational purposes. Therefore, it
0
2
4
6
8
10
12
14
16
18
Movie
Channels
Sports
Channels
Music
Channel
Hindi
Channel
Bengla
Channels
Emerging
Consumer
Business
Youth
43

will be wise to target all the segments because they are quite interested about the video conferencing
on their mobile phone.


Figure-25: The Reasons for Using Video Conferencing on Mobile Phone

4.12 Ranking of the Top Rated Services:
Among the 10 services selected for the survey, the following six services were rated most. In the
following table ranking was made for the top 6 services.

Services Segments Growth Rate
(Subscribers
Base)
No. of
respondents
(Yes)
Percentage
(No. of
respondents/
Segments)
Weight
(In 10
Point
scale)
Weighted
Average
Ranking
Mobile
Banking
(80%)
Youth 50.96%
20
25.00% 5 1.25


Business 98.51% 23 28.75% 9.8 2.82
Consumer 29.60% 21 26.25% 3 0.79
Emerging 24.72% 16 20.00% 2.5 0.50
Total 5.36 4
Mobile Radio
(54%)
Youth 50.96% 19 35.19% 5 1.76
Business 98.51% 13 24.07% 9.8 2.36
Consumer 29.60% 17 31.48% 3 0.94
Emerging 24.72% 5 9.26% 2.5 0.23
Total 5.29 5
0
10
20
30
40
50
60
70
Business
Meetings
Staying
Visually
Connected
Educational
Purpose
All of the
Options
Others
Emerging
Consumer
Business
Youth
44

Services Segments Growth Rate
(Subscribers
Base)
No. of
respondents
(Yes)
Percentage
(No. of
respondents/
Segments)
Weight
(In 10
Point
scale)
Weighted
Average
Ranking
Mobile
TV (51%)
Youth 50.96% 19 37.25% 5 1.86
Business 98.51% 14 27.45% 9.8 2.69
Consumer 29.60% 11 21.57% 3 0.65
Emerging 24.72% 7 13.73% 2.5 0.34
Total 5.54 2
Song
Dedication
(43%)


Youth 50.96%
16
37.21% 5 1.86



Business 98.51% 7 16.28% 9.8 1.60
Consumer 29.60% 11 25.58% 3 0.77
Emerging 24.72% 9 20.93% 2.5 0.52


Total 4.75 6
3G or
Mobile
Broadband
(41%)
Youth 50.96% 21 51.22% 5 2.56


Business 98.51% 12 29.27% 9.8 2.87
Consumer 29.60% 5 12.20% 3 0.37
Emerging 24.72% 0 0.00% 2.5 0.00
Total 5.80 1
Child
Education
(40%)
Youth 50.96% 18 45.00% 5 2.25




Business 98.51% 10 25.00% 9.8 2.45
Consumer 29.60% 6 15.00% 3 0.45
Emerging 24.72% 6 15.00% 2.5 0.38
Total 5.53 3
Table-15: Ranking of the Top Rated Services











45

CHAPTER 5: Marketing Mix & Promotional Plan

From the ranking of the top rated services, it is seen that 3G or mobile broadband, mobile TV and
children education service has been ranked as first, second and third respectively. In addition, mobile
banking, mobile radio and song dedication is ranked as fourth, fifth and sixth respectively. Among all
these service, the top rated three services with marketing mix and promotional activities are
described below.

5.1 3G or Mobile Broadband:
Mobile Broadband is a means of connectivity at a high or broad bandwidth. Broadband is the
connectivity delivered to the end user at a bandwidth greater that 256 Kbps. The introduction of 3G or
mobile broadband services is expected to usher in a true era of convergence and introduce a degree of
seamlessness between the work and home environment that has never been possible before.

Currently Grameenphone have maximum capacity of 250 Mbps, but the end users get around 8Kbps to
12 Kbps, as the capacity is shared among huge number of subscribers. Grameenphone will be 3G in the
near future, which will allow the broadband service to be faster. Several interesting services can be
provided in an Integrated manner by the broadband service provider. Some of them are:

High speed Internet Services refer to always-on fast Internet access.

Video Conferencing is the most spectacular of all services offered by mobile broadband. With the
help of mobile phone suitable for video conferencing and mobile broadband, the subscribers can
46

hear excellent quality of sound, and in addition it is possible to see the person they are talking to on
the mobile phones display.

Video on Demand enables the user to select from an online library of content and select any of the
available choices for viewing at a convenient time. This is similar to borrowing a Video for viewing.

Multicast Video streaming is similar to cable or terrestrial broadcast, where the user can join at any
time but the stream begins and ends at the pre appointed times.

Interactive e-learning can consist of electronic classrooms with 2-way and multi-way
communication between teachers and students.

Interactive gaming enables multiple players to play online games pitted against each
other or against computers, through gaming servers employed by gaming content
providers.

Needless to say, all these services require Grameenphone to have strong tie-ups with the
various content providers.








47

M Ma ar rk ke et ti in ng g M Mi ix x o of f 3 3G G o or r M Mo ob bi il le e B Br ro oa ad db ba an nd d
Segments Product Price Plac
e
Promotion
Youth Students'
Solution
6pm-12am
TK 500
per
month
The service will be available
in all the touch points of
youth segment.
The subscribers can activate
Broadband service from the
nearest customer care
centers.
Through websites and SMS
Through GP's key account
managers
Dedicated customer
care hotline
ATL
TVC
Radio
Newspaper
Billboard
BTL
Posters
Business Enterprise
Solution
24 hours
TK 1500
per month
The service will be available
in all the touch points of
business segment.
The subscribers can activate
broadband service from the
nearest customer
care centers.
Through websites and SMS
Through GP's key account
managers
Dedicated customer care
hotline
ATL
TVC
Radio
Newspaper
Billboard
BTL
Posters
Business
Magazines
Newsletter
Consumer Pay as you Use
Pay Per day/
Volume (Pay as
you use)
TK 75
per day
TK 0.5 per
Kbps
The subscribers can activate
broadband service from the
nearest customer care
centers.
Through websites and SMS
Through GP's key account
managers
Dedicated customer care
hotline
ATL
TVC
Radio
Newspaper
Billboard
BTL
Posters
Emerging Pay as you Use
Volume (Pay as
you use)
TK 0.5 per
Kbps
The subscribers can activate
broadband service from the
nearest customer care
centers.
Through websites and SMS
Through GP's key account
managers
Dedicated customer care
hotline










Table-16: Marketing Mix of Mobile Broadband


48

5.2 Mobile TV:
Mobile TV is the television service delivered to subscribers via mobile telecommunications networks,
such as the mobile phone carriers. Mobile TV over cellular networks allows viewers to enjoy
personalized, interactive TV with content specifically adapted to the mobile medium. The services and
viewing experience of mobile TV over cellular networks differs in a variety of ways from traditional TV
viewing.

In addition to mobility, mobile TV delivers a variety of services including video-on-demand,
traditional/linear and live TV programs. Another exciting opportunity for users is Mobile TV pod casts,
where content is delivered to user mobile on demand or by subscriptions. Stored locally on the handset,
this content can then be viewed even when there is no network connection. And a service provider can
schedule the delivery to off-peak hours, for example during the night.

Technically, there are currently two main ways of delivering mobile TV. The first is via a two- way cellular
network and the second is through a one-way dedicated broadcast network. Using 3G network is the
fastest and easiest way to get Mobile TV off the ground. It allows for the quick start an operator needs
to grab the initiative and develop relationships with both customers and content providers.

5.2.1 How to Use Mobile TV:
The subscribers are required to have internet connection in order to watch television on their mobile
phone. Then the subscribers need to send an activation request SMS, which costs TK 2 plus VAT. The
subscriber will receive the WAP link to download the required software to get the registration plan and
select the subscription type either Monthly Plan or Pay-Per-View plan. To install and run mobile TV the
subscribers must have minimum of 2MB free memory
49

M MA AR RK KE ET TI IN NG G M MI IX X O OF F M MO OB BI IL LE E T TV V
Segments Product Price Place Promotion
Youth
> Pay per View
> Monthly Package
Channels:
Music Channels-
MTV, Zee Music,
Channel V etc.
Sports Channel-
Star Sports, ESPN etc.
Movie channels-
HBO, Hall Mark, Zee
Cinema etc.
Pay per View
(TK 100 per
channel for 24
hours)
Monthly
Package
(Group of
channels are
available at TK
1500 per
month)
The subscribers can
activate broadband service
from the nearest customer
care centers.
Through websites and
SMS
Through GP's key account
managers
Dedicated customer care
hotline
ATL
TVC
Radio
Newspaper
Billboard
BTL
Posters
Magazines
Business
> Pay per View
> Monthly Package
Channels:
News Channels-
BBC, CNN, Star News,
Zee News etc
Business
Channels- CNBC
Travel & Tourism
Channel-Travel & Tours
Pay per View
(TK 100 per
channel for 24
hours)
Monthly
Package
(Group of
channels are
available at TK
1500 per
month)
The subscribers can
activate broadband service
from the nearest customer
care centers.
Through websites and
SMS
Through GP's key account
managers
Dedicated customer care
hotline
ATL
TVC
Radio
Newspaper
Billboard
BTL
Business
Magazines
Newsletter
Consumer
> Pay per View
> Monthly Package
Channels:
Music Channels-
MTV, Zee Music,
Channel V etc.
Sports Channel-
Star Sports, ESPN etc.
Religious
Channels-Peace TV,
Islamic Channel etc
Information
Channels-National
Geography, Discovery
etc
Pay per View
(TK 100 per
channel for 24
hours)
Monthly
Package
(Group of
channels are
available at TK
1500 per
month)
The subscribers can
activate broadband service
from the nearest customer
care centers.
Through websites and
SMS
Through GP's key account
managers
Dedicated customer care
hotline
ATL
TVC
Radio
Newspaper
Billboard
BTL
Posters
Emerging
Per Channel Package
Channels:
Bangla Channels-
NTV, Channel I, RTV
etc.
Pay per View
(TK 100 per
channel for 24
hours)
The subscribers can
activate broadband service
from the nearest customer
care centers.
Through websites and
SMS
Through GP's key account
managers
Dedicated customer care
hotline
ATL
Radio
Table 17: Marketing Mix of Mobile TV

50

5.3 Child Education Service (Edutainment):
5.3.1 Product:
Edutainment is a form of entertainment designed to educate the children as well as to amuse. It is also
educational entertainment or entertainment-education. The objective of children education service in
the mobile phone is to enrich the knowledge of the children of our country. The service is comprised of
nursery rhymes, educational quizzes, puzzles and games, which can enhance in the development of the
children knowledge. In addition, the children can learn the lessons with enthusiasm as it will be provided
in a very enjoyable manner.

5.3.2 Price:
The subscribers need to send an activation request SMS, which costs TK 2 plus VAT. Then they are
required to select their desired service from the variety of children education service.
Edutainment
Services Price
Nursery Rhymes TK 2 per minute + VAT
Educational Quiz TK 2 per SMS + VAT
Table-18: The Price Structure of Edutainment

5.3.3 Place:
Edutainment can be subscribed in any of these following ways:
The subscribers can activate edutainment service from the nearest customer care centers.
The subscribers can easily activate edutainment service through websites and SMS
Dedicated customer care hotline can help the subscribers to activate edutainment service.

5.3.4 Promotion:
Above the Line (ATL):
TVC- There will be advertisements in several television channels during the programs, which are
51

designed for the children, such as Sisimpur and Notun Kuri in BTV, Shapla Shaluk in ATN Bangla, Tifiner
Fakey in NTV and during the cartoons in several channels. The television advertisements will be
broadcasted three times, before, after and in the middle of the children program.

Below the Line (BTL):
Posters- There will be posters in front of the schools and coaching centers in order to have
maximum expose to the parents and the children about the new edutainment service of
Grameenphone. The size of the posters will be 20 x 15, which costs around TK 3.2. The total
number of posters will be 450,000, which will cost TK 1,440,000. The posters will be
distributed in all the divisions of Bangladesh.
Leaflets- Leaflets will be distributed in front of the schools and coaching centers in order to
have maximum expose to the parents and the children about the new edutainment service of
Grameenphone. The total number of leaflets to be printed is 650,000, which will be TK 2.5
each. Therefore the total cost of printing leaflets will be (650,000 x TK 2.5) TK 1, 625, 000.










52

CHAPTER 6: Recommendations

Among the top ranking value added services, broadband, mobile TV and children educational services
are recommended to launch in the near future. The expected growth rate of broadband is around 95%-
100%, because there will be heavy usage from youth and the business segment, where the growth rate
of the subscriber base is very high.

On the other hand, the expected growth rate of mobile TV is around 10%-15%, because mobile TV
requires 3G technology, which will be introduced in the near future. Moreover, the subscribers require
3G supported mobile phone set to watch television on the mobile phone, which is very expensive. Due
to this, the expected revenue from mobile TV will be low.

In addition, the expected growth rate of edutainment is around 10%-15%, because parents think that
their children will not learn effective lessons from mobile phone rather they will keep on playing games,
which might be harmful for their eyes.

Based on the survey results and forecasting for the top three services it can be recommended that
Grameenphone can launch Edutainment services immediately as there is no dependency regarding
network or infrastructure.

Although it will be difficult to provide quality service under 2.5G network, Grameenphone should launch
this service with existing network infrastructure. This will help GP to take the first mover advantage for
this service
53


Mobile broadband service is dependent on getting 3G license from the regulatory authority, but its
almost confirm that GP will be one of those companies getting the license. Therefore, it should be
prepared for this beforehand.















54

CHAPTER 7: Conclusion

From the analysis, it was found that mobile broadband has the heist ranking among all other suggested
services, which indicates that the investment on mobile broadband will turn out to be profitable in the
future. In addition, Grameenphone is planning to have 3G technologies in the near future, which allows
the prospect of offering wide range of innovative and advanced services, such as mobile TV, education
service for children, mobile radio, mobile banking and so on. 3G networks offer a greater degree of
security than 2G predecessors.

Being the market leader, Grameenphone will keep on developing new innovative and user friendly
services with greater network facilities in order to sustain its position in the telecommunication industry
of Bangladesh.



55

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Zikmund, G.W. (2000), Business Research Methods, 6th Ed., The Dryden Press, Harcourt College
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<http://ideacellular.com/IDEA.portal?_nfpb=true&_pageLabel=IDEA_Page_ValueAddedServices
&vas
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<http://personal.optus.com.au/web/ocaportal.portal?_nfpb=true&_pageLabel=Template_woR
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