“Customer
Service: A Study On Airtel Bangladesh Limited”
1.1Executive summary Bharti Airtel limited is a leading global telecommunications company with operations in 19 countries across Asia and Africa. The company offers mobile voice & data services, fixed line, high speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises and national & international long distance services to carriers. bharti airtel has been ranked among the six best performing technology companies in the world by business week. bharti airtel had 200 million customers across its operations. Warid telecom started journey in Bangladesh from December 2005 and became the sixth mobile phone operator in Bangladesh. This company backed by The Abu Dhabi Group, which is the largest group in the Middle East. The group is led by HH Shaikh Nahyan Mabarak Ali Nahaya who is also Minister of higher education and scientific research United Arab Emirates. Warid telecom first launched their product in Bangladesh market at the end of January, 2007. But the mobile market is very much competitive that’s why they are facing various kinds of problems and trying hard to overcome those problems. They are trying hard to increase their market share. Warid telecom is the fastest growing mobile operator in Pakistan. Within a very short period of time they grab the whole mobile market in Pakistan. Bangladeshi market is more competitive than Pakistani market that’s why they are facing trouble to achieve their desired objective. In this project Bangladeshi market analysis has been done as well as is competitiveness has been analyzed. In January 2010, Bharti Airtel Limited, Asia’s leading integrated telecom services provider, acquired 70% stake in Warid Telecom, Bangladesh, a subsidiary of the UAE-based Abu Dhabi Group. harti airtel limited is a leading global telecommunications company with operations in 19 countries across Asia and Africa. The company offers mobile voice & data services, fixed line, high speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises and national & international long distance services to carriers. bharti airtel has been ranked among the six best performing technology companies in the world by business week. bharti airtel had 200 million customers across its operations. Bharti Airtel is making a fresh investment of USD 300 million to rapidly expand the operations of Warid Telecom and have management and board control of the company. This is the largest investment in Bangladesh by an Indian company. Dhabi Group continues as a strategic partner retaining 30% shareholding and has its nominees on the Board of the Company. Crossed the 1 million customers mark within six months of launch on the back of innovative offerings as well as rapid expansion of network coverage and distribution.The new funding is being utilised for expansion of the network, both for coverage and capacity, and introduction
of innovative products and services. As a result of this additional investment, the overall investment in the company will be in the region of USD 1 billion. This is Bharti Airtel’s second operation outside of India. The company launched its mobile services in Sri Lanka in January 2009 on a state-of-the-art 3.5G network. The company 1.2 Objectives of the study Broad Objective Analyzing the present status of the pre-paid and post paid customer service marketing of airtel and the satisfaction level of the customers of these two products. Specific objective The research will be aimed at fulfilling the following specific objectives: •To evaluate the customer service of airtel • To find out the internal and external environment of airtel •To identify the customers attitude towards the customer service department. • To describe the service & product offered by airtel. •To describe the customer service marketing specially value added services that airtel provides for their customers. •To identify the differences between existing and potential customers regarding attitude and perception. •To find out the relationship between the customers and customer manager •To find out the problems behind the VAS offered by the Service provider (airtel) with regards to the customers’ expectation. •To compare the VAS offered by the airtel telecom with regards to their customer’s expectation. •To analyze whether the VAS is demandable for the Mobile market. •To determine that “is there any special feature that differentiates their VAS from others”? • To describe CSR activities of airtel Bangladesh limited Scope of the Study This report renders a close analytical look at the subscribers’ service satisfaction level that airtel is providing recently and usages with a closer to view subscribers’ expected services from airtel. At the same time this report will help to gather knowledge about the customer services provided by airtel. Now a day’s demand for airtel pre-paid is going up in the market. So, to remain in this position in prepaid market, this research is very needful because customer is the core concentration of marketing. Their satisfaction will bring airtel’s success and help to reach the goal.
This proposal examines customer satisfaction models for assessing the relationship of customer service offered through Customer Care Division with the level of customer satisfaction. The author illustrates the approach by studying customer satisfaction in a semi structured questionnaire form and interviewing the customers from different parts of the country (geographic region), different age groups and different status. Methodology of the Study: 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 questions of the existing airtel subscribers and their expectations. 1. Population: The population of this research project is defined as fallow: a. Element b. Unit c. Extent d. Time
: Existing all customer’s of airtel : Individual customer’s of airtel : Banani Branch in Dhaka City & call centre 786 : February 2012 – April 2012
2. Sample Frame: Individual customer of airtel those who come to the airtel experience center (Banani Branch) for solving their different types of problem 3. Sample Size: To conduct this research I have taken my sample as a simple random sampling and the required sample size for conducting this research is 100, those who are using airtel connection. 4. Sampling Procedure: For conducting this research project the probabilistic sampling procedure was followed in order to select the sample which is Simple random sampling. 5. Data sources: The information and data for this report have been collected from both the primary and secondary sources. a. Primary Data Sources: • • • • •
Primary data for this report has been collected through telephone questionnaire. Face-to-face conversation with the respective care centre officers and staffs of the banani & ASA tower branch and head office. Face-to-face conversation with customers visited at the customer care centre Practical work experience in the customer care Questionnaire.
b. Secondary Data Sources: • Website of the airtel • Various book articles regarding general customer care services and functions. • Annual repot of CCD of airtel • Newsletters, Brochures of airtel • Data Board of Care Centre of airtel Point & Service Point (786 & 777) 6. Data collection Method: Relevant data for this report will be collected primarily by direct investigations of different records, papers, documents, operational process and different personnel. The interviews were administered by formal and informal discussion. Structured questionnaire will be used. Information regarding office activities of the customer care centre has been collected through consulting and discussion with care centre personnel. 7. Data Processing: Collected information was compiled and processed with the aid of MS word, MS excel. The raw data was collected frpm respondents through structured questionnaire from the Pre-Paid & post paid users. The excel program has also been used for the table & graphical presentation. Detailed explanation, analysis and future projections were also incorporated in the report.After that, data has processed through the following ways. •At first the questionnaires has given a serial number •Respondents’ answers are categorized according to their personal information, present service centre situation, experience, preference, attitude, behavior, satisfaction level about airtel •After that respondents’ answer are recorded numerical figure •However, all the respondents’ answer is put in the data matrix according to recorded arrangements.
Types and Sources of Information Internet/ Types of information
Web
Primary
Survey/Data FGD/ Interview
sites Analysis
&book Company information (airtel ) Tele communication industry information VAS related information CSR activities Customer’s opinion
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Data Collection and Sources of Data Primary data for this report has been collected through telephone questionnaire. Here the total number of Warid subscribers is considered the population of the research and out of these total subscribers randomly picked 40 subscribers will be the sample. For this purpose a questionnaire was developed encompassing the objectives of the reports and the sample. Printed reports available at CMD, airtelcs, annual reports, leaflets, brochures and the official web site were the sources of secondary data.
1.5 Value Added Service (VAS) A value-added service (VAS) is popular as a telecommunications industry term for non-core services or, in short, all services beyond standard voice calls and fax transmissions but, it can be used in any service industry for the services providers provide for no cost to promote their main service business. In telecommunication industry on a conceptual level, value-added services add value to the standard service offering, spurring the subscriber to use their phone more and allowing the operator to drive up their ARPU. For mobile phones, while technologies like SMS, MMS and GPRS are usually considered value-added services, a distinction may also be made between standard (peer-to-peer) content and premium-charged content. Value-added services are supplied either in-house by the mobile network operator themselves or by a third-party value-added service provider (VASP), also known as a content provider (CP) Telecommunication Industry of Bangladesh
2.1 Overview of Telecommunication Industry in Bangladesh The telecom industry in Bangladesh is composed of a few players. The main reason for such a small numbers is the regularization of the industry by the government. For years, the Bangladesh Telecommunications Company Limited (BTCL) had been the sole player in the market. Bangladesh Telecom Limited (BTL) was the first entrant in the market back in 1989 when it was awarded a license to operate cellular, paging and other wireless communication networks in the country. Since then, it has been renamed to Pacific Bangladesh Telecom Limited (PBTL) and given the brand name CityCell Digital to its cellular services. Grameenphone Ltd., ROBI(AKTEL) and Banglalink have entered the industry with various changes in between. BTRC has formed Teletalk Bangladesh Ltd. on behalf of the government with an aim to bring price levels down and make cellular technology available to the mass public. The industry is also set to accept several more players, with licenses to operate PSTN or fixed phone lines being distributed to operators – ending the long fixed line monopoly enjoyed by BTCL. While the market for mobile phones, specifically, has been growing steadily since its introduction back in 1993, in the past few months the market has more than doubled, growing from 1.5 million subscribers in 2003 to over 20 million at present. The following table shows the subscribers number & market penetration rate of these categories – Table 1: Market size & Penetration rate Factors In numbers Total Telecom subscriber (GSM + 24.3 million CDMA + Fixed) Total Fixed Line subscriber 1.23 million CDMA subscriber 1.43 million GSM subscriber 21.16 million
Penetration 14.31% 0.83% 0.69% 13.48%
2.2 Major Players in the Market There are currently six telecom operators in the market. They are – 1. airtel Bangladesh Limited(Former-Warid Telecom) 2. Grameenphone Limited 3. Robi-Axieta 4. Banglalink GSM 5. CityCell Digital 6. Teletalk Bangladesh Limited Warid Telecom
In December 2005, Warid Telecom International LLC obtained a 15 year GSM license to operate as the sixth mobile phone operator in Bangladesh for 50 million US dollars. Warid Bangladesh launched their operations on the 10th of May, 2007 and uses the code 16 proceeded by the code number of Bangladesh +880. Warid Bangladesh has acquired a million subscribers with in 70 days of launch. The company started rolling out network from mid-2006. In less than a year, amidst much speculation, Warid Bangladesh launched their commercial operation with 26 districts – the largest ever launch in terms of network coverage and BTS Stations. Unlike its operations in other countries Warid Bangladesh uses the slogan be heard instead of we care. RABI TM International is a joint venture between Telekom Malaysia Sdn. Bhd of Malayasia and A. K. Khan and Company Ltd. of Bangladesh with A. K. Khan and Company holding 30% of the share. AKTel came into operation on November 15, 1997. At the current moment, it has over 3.4 million subscribers. Banglalink GSM Banglalink entered the market in September 2004 with a large hype. Unlike other operators, it entered the market with an already established network by acquiring Sheba Telecom – the worst performing telecom operator then. Immediately recognizing the negative image of the previous company, the Orascom owned subsidiary re-branded itself as Banglalink. The company immediately started making heavy investments in expanding and improving the network. Its heavy spending has created a strong brand presence in the market as well. Very recently it has crossed over 2.8 million subscribers. CityCell Digital The oldest mobile operator in the country seems to be the most in trouble. It is the only operator with CDMA connection. Despite being the first company in the market, it had failed to reap any of the benefits of being the first entrant. With its initial exorbitant pricing, inability to use cheaply available sets from the market and a poor quality network created a really poor image for the company. Although it has recently started offering the lowest prices in the market, it failed completely to gain market share and is constantly falling behind. Teletalk Bangladesh Limited Teletalk Bangladesh Limited (TBL) is formed as Public limited company under the Companies Act 1994 on 26th December 2004 of the country. Therefore it is a Govt. owned company. Teletalk is the operational entity of BTTB Mobile Project. Teletalk launched its Mobile Telecom service on commercial basis on 31st March 2005.
Although a new entrant, Teletalk is staffed by experienced Telecom Engineers Committed to accessibility, quality, coverage and price Teletalk launched it's much anticipated Mobile Telecom service on commercial basis on 31st March 2005. The following table shows the actual number of active subscribers of each operator –2.3 Product Positioning Map The following graph shows how airtel product is positioned in terms of competition. In one axis, price is the variable and on the other one, number of features is the variable. The total map represents the value provided to the subscriber by each operator. However, the shaded position in the map shows where Warid Telecom is trying to position itself but more market information is needed to find the true position of Warid.
Figure 4: Perceptual Map ORGANIZATIONAL PORTFOLIOS About airtel In January 2010, Bharti Airtel Limited, Asia’s leading integrated telecom services provider, acquired 70% stake in Warid Telecom, Bangladesh, a subsidiary of the UAE-based Abu Dhabi Group. Bharti Airtel is making a fresh investment of USD 300 million to rapidly expand the operations of Warid Telecom and have management and board control of the company. This is the largest investment in Bangladesh by an Indian company. Dhabi Group continues as a strategic partner retaining 30% shareholding and has its nominees on the Board of the Company.
The new funding is being utilised for expansion of the network, both for coverage and capacity, and introduction of innovative products and services. As a result of this additional investment, the overall investment in the company will be in the region of USD 1 billion. This is Bharti Airtel’s second operation outside of India. The company launched its mobile services in Sri Lanka in January 2009 on a state-of-the-art 3.5G network. The company crossed the 1 million customers mark within six months of launch on the back of innovative offerings as well as rapid expansion of network coverage and distribution. Historical Background Bharti Group Founded in 1976, by Sunil Bharti Mittal, Bharti has grown from being a manufacturer of bicycle parts to one of the largest and most respected business groups in India. With its entrepreneurial spirit and passion to undertake business projects that are transformational in nature, Bharti has created world-class businesses in telecom, financial services, retail, and foods. Company History & Origin: Bharti started its telecom services business by launching mobile services in Delhi (India) in1995. Since then there has been no looking back and Bharti Airtel, the group's' flagship company, has emerged as one of the top telecom companies in the world and is amongst the top five wireless operators in the world. Through its global telecom operations Bharti group has presence in 21 countries across Asia, Africa and Europe - India, Sri Lanka, Bangladesh, Jersey, Guernsey, Seychelles, Burkina Faso, Chad, Congo Brazzaville, Democratic Republic of Congo, Gabon, Ghana, Kenya, Madagascar, Malawi, Niger, Nigeria, Sierra Leone, Tanzania, Uganda, and Zambia. Over the past few years, the group has diversified into emerging business areas in the fast expanding Indian economy. With a vision to build India's finest conglomerate by 2020 the group has forayed into the retail sector by opening retail stores in multiple formats - small and medium - as well establishing large scale cash & carry stores to serve institutional customers and other retailers. The group offers a complete portfolio of financial services - life insurance, general insurance and asset management - to customers across India. Bharti also serves customers through its fresh and processed foods business. The group has growing interests in other areas such as telecom software, real estate, training and capacity building, and distribution of telecom/IT products. What sets Bharti apart from the rest is its ability to forge strong partnerships. Over the years some of biggest names in international business have partnered Bharti. Currently, Singtel, IBM, Ericsson, Nokia Siemens and Alcatel-Lucent are key partners in telecom. Walmart is Bharti's partner for its cash & carry venture. Axa Group is the partner for the financial services business and Del Monte Pacific for the processed foods division.
Bharti strongly believes in giving back to the society and through its philanthropic arm the Bharti Foundation it is reaching out to over 30,000 underprivileged children and youth in India. Company Vision: By 2015 Airtel will be the most loved brand, enriching the lives of millions. “Enriching lives means putting the customer at the heart of everything we do. We will meet their needs based on our deep understanding of their ambitions, wherever they are. By having this focus we will enrich our own lives and those of our other key stakeholders. Only then will we be thought of as exciting, innovation, on their side and a truly world class company." Company Mission The vision will be achieved by Our Values – the values that will help achieve our vision alive- we are to the needs of our customers. we act with passion, energy and a can do attitude to help our customers realize their dreams. innovation and entrepreneurial spirit drives us-if it can’t be done, we’ll find a way. inclusive-airtel is for everyone-we champion diversity, recognizing the breadth and depth of the communities we serve.we work with them,anticipating,adapting and delivering solutions that enrich their lives.we do this by having an open mind and embracing change. respectful – we live the same lives as our customers, sharing the same joys and the same pains. we never forget that they are why we exist. we act with due humility, always open and honest, to achieve mutual respect. Our brand promise-the promise we make to all our stakeholders and the qualities we want to be known for enriching lives means putting the customer at the heart of everything we do. we will meet their needs based on our deep understanding of their lives and their ambitions, wherever they are.by having this focus,we will enrich our own lives and those of our other key stakeholders. only then will be thought of as exciting,innovative,on their side and truly a world class company. Our brand scorecard-how we will measure our progress We will evaluate progress through: •providing superior shareholder returns •maximizing customers advocacy •winning in new and emerging categories •maximizing employee engagement
•being a benchmark for corporate responsibility. Objective of airtel Bangladesh limited airtel’s basic strategy is the coverage of both urban and rural areas. The Company 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 market is one of airtel’s primary goals. By serving the general public as opposed to niche markets, the Company 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 "island" strategy followed by some companies, which involves connecting isolated islands of urban coverage through transmission links, airtel builds 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 airtel network. In addition, airtel has positioned itself to capitalize on the declining prices of handsets, making its goal to serve the general public realistic. Functions Total 13 functions combine Airtel Bangladesh Limited workforce.
3.3The Service airtel believes in service that leads to good business development. Telephony helps people work together, raising their productivity. This gain in productivity is development, which in turn enables them to afford a telephone service, generating good business. Thus development and business go together.
3.4 The People The people who are making it happen- the employees are young, dedicated and energetic. All of them are well educated at home or abroad, with both sexes (gender) and minority groups in Bangladesh being well represented. They know win their in hearts that airtel is more than phones. This sense of purpose gives them the dedication and the drive, production-in about five years- the biggest coverage and subscriber-base in the country. Airtel knows that the talents and energy of its employees are critical to its operation and treats them accordingly 3.5 The Technology At the corner stone of airtel’s operational agenda is ensuring that comprehensive network coverage is provided to all subscribers across all locations. In this context, Warid Telecom has decided to opt for GSM (Global System for Mobile Communication) technology for its network in Bangladesh, as it is the global standard for digital cellular telephone service. GSM networks support enhanced data applications and more than 1 billion customers in 109 countries are using this technology. Airtel would be launching its cellular services based on 900 and 1800 GSM technology, in order to optimize the utilization of frequency, thus ensuring the highest quality and service. Airtel’s GSM network is set to cover 61 districts of Bangladesh to ensure that our service can seamlessly reach out to every corner of the country. We are also in the process of fast expanding our nationwide network to cover all thanas by the end of 2007. We are partners with some of the leading vendors in the telecom industry who help in providing the best and the latest network solutions for our businesses. These vendors include cellular giants Ericsson, IBM, Thakral and Huawei.
C H A P T E R
T E L E C O M ’S P R O D U C T S A N D T H EI R
Customer Care Management Unit: The main objective of the Customer Service division is to be the best in class customer service in Asia to gain competitive advantage for airtel in the market place. That is why customer service believes on this slogan love to delight you. There are five departments under customer care management. The Organogramme chart has been given belowCustomer Management Organogramme CSO(Chief Service Officer) Rubaba Dowla
Head of service experience
Head of Contact Centre/experience
Nilutpola Sharma
Jafry Shamim
Manager airtel experience operation Mohammad Abdul Muhit
Manager Service quality experience
Manager, Corporate& Platinum Service
Rifat Sultana
Azmat Ullah Khan
GALLUP SURVEY: Bharti Airtel Limited Employee Engagement Annual
Survey.
Airtel won Award for best in class HR practices 2010. This award was conferred on us for innovative and best in class HR practices in areas like engagement through Gallup initiative, strong talent management and training practice, building a “open door” culture, introduction of HR and Admin online portal, inculcating Leadership competency assessment framework, introducing pay for performance culture and thus reward merit, due focus in introduction of measures to make the work environment safe etc and all this within a year of the start of our journey in this country.Therefore,employees are requested to participate filling up questionnaires in Gallup survey.
Airtel Bangladesh telecom at a glance:
Date of inauguration
December 2010
Date of operation
December 2005
CEO
Cris Tobit
Total no of Regions
7
Total Customers()
11.2 Million
Total no. of employee
800
Male
90%
Female
10%
Website
www.bd.airtel.com
Coverage area
64 District
Customer Touch point: Airtel experience centre
6(Banani,Motijheel,Mirpur, Uttara,Chittagong,Sylhet)
Customer Touch point: Airtel relationship centre
112(around bangladesh)
Head Office:
Tajwar Centre, House-31,Road19,Banani,Dhaka Bangladesh
SWOT A NALYSIS 4.1 Strength The Network At the corner stone of Warid Telecom’s operational agenda is ensuring that comprehensive network coverage is provided to all subscribers across all locations. In this context, Warid Telecom has decided to opt for GSM (Global System for Mobile Communication) technology for its network in Bangladesh, as it is the global standard for digital cellular telephone service. GSM networks support enhanced data applications and more than 1 billion customers in 109 countries are using this technology. Warid Telecom would be launching its cellular services based on 900 and 1800 GSM technology, in order to optimize the utilization of frequency, thus ensuring the highest quality and service. Warid Telecom’s GSM network is set to cover 61 districts of Bangladesh to ensure that our service can seamlessly reach out to every corner of the country. We are also in the process of fast expanding our nationwide network to cover all thanas by the end of 2007. We are partners with some of the leading vendors in the telecom industry who help in providing the best and the latest network solutions for our businesses. These vendors include cellular giants Ericsson, Nortel, Siemens, Cisco and Huawei. Research & Development We have made no compromise on investments required for research and development. With a projected capital expenditure of over US $700 million, Warid Telecom has been set up to provide a premium quality GSM service, which will reach out to most parts of Bangladesh by the end of 2007. Our place at the technological frontier Warid has pioneered in key technologies which include the following: • • • • •
Custom-made network for Bangladesh’s environment Congestion-free connectivity in all coverage areas Roll out plan for complete national populated coverage by 200X Future professional network (GPRS compatible and 3G upgraded with soft switch and media gateway architecture) State of the art IP based contact center and leading data center
Exclusive Customer Care Our mandate for doing businesses by keeping customers at the forefront is reflected in our 'one stop' concept for all your telecom requirements. We have the maximum number of Sales and Customer Service Centers countrywide, equipped with cutting edge technologies to ensure that customer needs and demands are catered for in the shortest possible time. Our highly trained and well-groomed team of Customer Service Executives is on hand 24 hours to provide you support in any area- all to make sure that your communication experience with use is facilitated in the smoothest way possible Best Practices We believe in a process driven setup with comprehensive business processes covering all our activities. All business processes are ETOM compliant as per accredited international standards. 1. Lower call rate 2. Now Warid telecom providing the lower call rate in Bangladesh .there call rate is very attractive to the customer. Because of attractive call rate there market share increasing rate is high. 3. Bonus 4. Warid telecom providing number of bonus to their customer such as welcome bonus, 20% bonus on first recharge, differed bonus (BDT 249 on new sim card ), daily cash back, win back bonus (scratch card bonus), 300% bonus. All these bonus facilities help them to increase the market share.l 5. Innovation Warid is committed to providing superior level of professional services to all its customers before, during and after the deployment of our leading solutions. To accommodate our customer's demands, we have deployed a state-of-the-art 2.5G EDGE compliant network. There are also innovative services of various standards that cater to a wide spectrum of users. 4.2 Weakness Coverage Coverage of Warid telecom has not fully established. That’s why some of the districts of Bangladesh are out of warid’s network coverage. Warid is loosing those area customers. This is one of the weaknesses of Warid telecom. Billing System •
The abrupt barring of connection due to a complicated billing system confuses the customers. Such hassles lead to an unfavorable impression for the company.
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Complicated price structure Pre –paid and Post-paid call charge is very complicated to the customers. Even though per unit call charge is mentioned, sometimes customers get confused about their charges and bill. No long-term Distribution/Channel strategy Warid has not yet taken initiatives of its long-term distribution channel strategy. Warid’s current market expansion with its short-term distribution channel goal meet it present requirement. But for its future market expansion and to reach its new segment of customers more effectively in efficient manner Warid needs to take bold steps from now on. Commercial ads are not too creative Warid’s commercial ads are not that much appealing its prospective customers compare to its competitors. Valuable features are not focused in its ad. Warid does not show its competitive advantages through its ads whereas its competitor such as Banglalink has done it effectively. Becoming Market Follower Warid Is now becoming market follower as competition is going so fast in mobile telecommunication industry. It is not good for Warid telecom to become reactive to its competitors.
4.3 Opportunities Attractive market Bangladesh is a highly attractive market for mobile services due to its large and highly concentrated population, low penetration of telecommunications services, and high growth in mobile subscribers. With approximately 140 million inhabitants, it ranks as the eighth most populous country in the world and is among the most densely populated. Bangladesh is served by only 1million fixed lines and has only approximately 20 million mobile subscribers. While mobile services have been available in Bangladesh since 1991, growth in this sector has only accelerated in recent years. This market has still low penetration rate but still there is opportunity to increase high penetration rate. Huge need for telecom services Current market 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. Variety services with most lucrative features made this sector more and more attractive day by day. Recent year’s growth reflects the enormous potential for the development to telecommunications and information technology in the country. Declining prices for handsets The prices of the mobile sets are declining in Bangladesh that makes 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 Warid telecom, are: Economic growth of Bangladesh, new and better interconnection agreement and future privatization of the fixed network. 4.4 Threats Global Companies As global companies like AT&T, BPL are operating in India, they might think to enter the Bangladeshi market with higher capital. If so, it will be a huge threat for Warid. T&T Mobile T&T is now fully entered into 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. Like – Load shading time table for Dhaka city. More rigid government regulations Government rigid regulations and policy narrows the direction of the cellular phone companies. Warid has to go through lengthy government procedures to take permission to launch a new service package. The imposed increased taxes for SIM price will slower the growth of this industry. Threats of potential new entrants There are rumors in the market that some companies are trying to enter the market with cheaper technology. Potential new entrants can get into the telecommunication market with cost effective approach and take off market shares. New domestic and foreign cellular phone companies can start telecommunication network business. As Bangladeshi people are very much price sensitive, it might cause serious problem for Warid. BTTB has reduced NWD and ISD call charge Recently BTTB has reduced its NWD and ISD call charges to promote LAN phone usages. This has affected the mobile phone industry and significantly reflected in the revenue earning of BTTB. Price war All the four companies are fighting to get the market share by cutting price of the mobile phone connection. All competitors are lowering the unit price and also providing pulse facility like AkTel provides pulse at the thirty seconds of the first minute. So the market is fighting with each other with their pricing strategy.
1. Airtel’s PRODUCTS AND SERVICES 2. airtel’s Post paid products are: For the taste of different types of customers airtel offered postpaid and prepaid package including different features. There are three types of postpaid package-
Post paid Package airtel advantage airtel classic airtel exclusive
service types & others
airtel advantage
airtel classic
airtel exclusive
product proposition
worry free flat tariff
attractive fnf rates
highest fnf features
selling price
bdt 650
bdt 650
bdt 1250
connection price
bdt 150
bdt 150
bdt 150
non-refundable deposit
bdt 500
bdt 500
bdt 1100
default credit limit
bdt 500
bdt 500
bdt 1100
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Airtel classic offers you flexible tariff plans which will help you to explore a wide range of services and keep overall cost to a reasonable limit. modalities: Existing customers can continue with their current packages or migrate to new packages. But migration from new package to old package will not be possible. new sales will only be made through new tariffs. Minimum usage for line rent waiver will include all types of voice, vas usage and rentals.
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No use no bill policy will prevail as it is for the postpaid packages. if a postpaid customer does not make any activity during an entire bill cycle, the line rent will not be applicable in the month-end invoice. Existing super benefit will remain same as they are. Tariffs which are not covered at this fact sheet, will remain as they are. Airtel advantage comes with an attractive flat tariff plan, large close calling circle which makes your communication simple. modalities: Existing customers can continue with their current packages or migrate to new packages. But migration from new package to old package will not be possible. new sales will only be made through new tariffs. Minimum usage for line rent waiver will include all types of voice, vas usage and rentals. No use no bill policy will prevail as it is for the postpaid packages. if a postpaid customer does not make any activity during an entire bill cycle, the line rent will not be applicable in the month-end invoice. Existing super benefit will remain same as they are. Tariffs which are not covered at this fact sheet will remain as they are. Airtel exclusive brings you the highest fnf features and 1 second pulses that will enable you manage your calls efficiently. This package is available for new acquisition Regular Classic, advantage & super benefits customer will be able to migrate to this new package and also migration from Exclusive package to Classic, advantage package is possible but exclusive package to super benefits will not be possible. Only the customers from super benefits package will be able to migrate to exclusive package through short code 3136 at FOC (free of cost). Customer will write ‘Exclusive’ and send to 3136 No use no bill policy will prevail as it is for the postpaid packages. if a postpaid customer does not make any activity during an entire bill cycle, the minimum commitment will not be applicable in the month end invoice.
5.2 airtel’s Pre paid products are airtel is the most lovable brand by youth. Prepaid actually designed for the vibrant user across the country. There are five types of prepaid features-
Prepaid Package foorti katha
dolbol
Tariff chart:
adda
golpo
FOORTI Tariff (Tk/min.) Voice Calls Outgoing: (in Tk. per min) airtel (special time) other operators (special time) airtel other operator
Tarrif 0.29 0.69 0.79 1.19
FnF n/a SMS Calls Outgoing: (in _ Tk. per SMS) airtel Tk0.49/SMS other operator airtel fnf other operator fnf special time ADDA Tariff (Tk/min.) Voice Calls Outgoing:
12.00am to 3.00pm
(in Tk. per min) airtel other Operator airtel fnf other operator fnf SMS Calls Outgoing: (in Tk. per SMS)
24 Hours Tariff TK 0.79 TK 1.19 TK 0.29 TK 0.69
airtel other operator airtel fnf other operator fnf Other Facilities
TK 0.49 TK 0.49 TK 0.29 TK 0.29 –
_
Number of FnF 8 Pulse 30 Sec GOLPO Tariff (Tk/min.) Voice Calls Outgoing: (in Tk. per min) 24 Hours Tariff airtel TK 0.79 other Operator TK 0.79 airtel fnf N/A other operator fnf N/A SMS Calls Outgoing: (in _ Tk. per SMS)
airtel other operator airtel fnf other operator fnf Other Facilities
TK 0.39 TK 0.39 N/A N/A –
Number of FnF Pulse
N/A 60 Sec
Kotha Tariff (Tk/min.) Voice Calls Outgoing: (in Tk. per min) airtel other Operator airtel fnf
24 Hours Tariff TK 0.79 TK 1.19 N/A
other operator fnf N/A SMS Calls Outgoing: (in Tk. _ per SMS) airtel TK 0.39 other operator TK 0.49 airtel fnf N/A other operator fnf N/A Other Facilities – Number of FnF N/A Pulse 1 Sec Dolbol Tariff (Tk/min.) Feature
community onnet
voice call sms pulse fnf feature
BDT 0.29 BDT 0.29
gprs
offnet
BDT 0.79 BDT 1.19 BDT O.49 BDT 0.49 30 seconds no fnf 0.015paisa per kb
Airtel enterprise packages: Targeting the corporate and SME segments,airtel has launched "PCO" with state of the art services including GPRS, corporate SMS broadcast, dedicated customer relationship management, and customized packages. The current packages are:
• • •
Enterprise corporate; targeted at the corporate segment Enterprise SME; targeted at the SME segment Enterprise personal
Value Added Service of airtel telecom 6.1 Basic Services To better manage your calls, airtel provides you with Basic services which are immediately available for use as soon as you start using your airtel connection. The Basic Services are as follows: •
Caller Line Identification
•
Call Waiting / Call Holding
•
Conference Call
•
Call Divert
6.2 Data Services Airtel offers a wide range of data services including high speed data access over the mobile network through GPRS / EDGE connectivity, multimedia messaging, surfing inernet, and browsing WAP sites. Currently available data services are •
Internet
•
WAP
•
MMS
•
Standard Charges (All charges are exclesive of 15% VAT).
•
Internet browsing Tk 0.02 / KB
•
WAP Tk 0.02 / KB
•
MMS outgoing (airtel to airtel)Tk 5.00 / MMS
•
MMS incoming (airtel to airtel) free of cost
6.3 Enhanced Services To make your communication more convenient, personal and fun, Warid offers a bundle of enhanced services:
•
Use our Voice SMS service to send a greeting in your own voice to your loved ones to surprise them
•
With airtel Caller Tunes, you can play music for your caller while they are waiting for your to pick up your phone!
•
Never miss out on a call again- subscribe to our Missed Call Alert service to be notified of all your missed calls via SMS whenever you can’t be reached.
•
Activate your voicemail service so that your callers can leave recorded messages for you when you’re not there to answer the phone
6.4 Funloads Get the latest ring tones and jazz up your handset. Or, download a recipe and make something delicious for that special someone. Download a greeting and send to your friends, family or loved ones and show them how you feel. There are many more contents that you can download and share from the airtel Funloads section. Funloads are available for you in the airtel live Menu in your handset. They can be found in four funload sections1. Info Zone 2. Entertainment 3. Messaging 4. My Stuff
The choices of fun loads in each menu are as followsSports
For the latest on sports updates, visit the sports section.
News
Get national and international breaking news 24 hours a day from our news section.
Finance Info
Your connection to reliable business bulletins. Get finance news, forex rates, bullion rates, stocks index, top Stocks, and stock quotes.
Religion
Complete your day by reading religious Ayats & Hadith.
Zone
Weather
Get confirmation about latest weather news 24 hours, both global and local. Simply type in the name of any city around the world to know what the weather is like over there, whenever you want!
Dictionary Tired of searching for words using a big, fat dictionary? Funloads has an electronic one which will instantly bring you the meaning of the word you type in! Time Check
Know the local time of any city in the world- type in the name of the city, press “SEND” and the information you want will be sent to you in an SMS.
Logos & Icons
Download logos, pictures, color wallpapers to decorate your phone! The choices of these contents can be viewed at our websitewww.waridtel.com.bd - along with their respective item codes. To download the content of your choice, go to the “Logos & Icons”
menu
and
type
in
its
item code. Jokes
Get a variety of joke contents through your SIM Genie menu from the jokes section.
Ring Tones
Download cool ringtones (true tones, monophonic Tones, polyphonic tones) in your handset. To view the choice of ring tones that are offered, please visit –www.waridtel.com.bd
Music & Movies Be the first to know about the latest on music & movies from around the world! Entert
Quotes
daily basis.
ainme nt
Funloads provide you with everyday quotes to lift your spirits on a
Horoscope
Check out what the day holds for you by reading your horoscope through the SIM Genie menu - and see if it works for you!
Games
Sitting idle, wondering what to do? Download and play fun games like Penalty, Quizz, Jumble Word & Guess The Number!
Recipe
Surprise your family with a lovely meal, cooked using a Funload recipe
selection.
Please visit our website to view the choices of recipes that are available (along with their item codes). Messa Greetings
Express yourself instantly with various types of greetings. For a list
ging My
of greetings that are available, please visit our website. Alerts
Stuff
Want a daily dose of Funloads? You can subscribe to “alerts” to get updates on Breaking News, Jokes, Horoscope, Ayat, Hadith, Prayers' Time & Weather Forecast on a daily basis.
6.5 Caller Tune-MRBT Dedicate music for your callers while they are waiting for you to answer… Dedicate music for your callers while they’re waiting for you to answer! From great old songs, to latest hits to just amazing sound effects, download your favorite Caller Tunes and set it for your callers to hear! You even have the power to organize your own playlist. How cool is that! Caller Tunes offer Bangla Hits – Band music, Folk, Classical and many more…. English hits - Pop, Rock, Instrumental and many more…. Eastern selection - a mixture of Hindi & Arabic songs…. Advanced Caller Tune Set-up – Your Caller Tunes service also offers other advanced and exciting set-up features, such as1. Music Box
Turn your cell phone into a personal stereo by creating your own Music Box, include five different Caller Tunes, played automatically in a sequential order
2. Dedicated Tone
Set one common tune for all or you can dedicate up to 10 different tunes for 10 different callers.
3. Time Based Settings
You can preset different Caller Tunes for different timings of the day – morning, evening, afternoon, or any other
4. Special Occasions
You can preset special Caller Tunes to be played on special days, e.g. Birthdays, Anniversaries, Eid, New Year and many more…
6.6 GPRS-MMS-WAP GPRS/EDGE as a bearer enable Warid to provide advanced data related service to the customers. It is a high speed data transmission technology in GSM networks. Internet: Surf internet anytime, anywhere!!!
Warid understands your need for being connected in today’s fast-paced world of information! Surf now brings the world to your hands, by enabling you to access internet using your Warid connection! Just use your Warid phone as a modem to access internet from your desktop or laptop and get connected to the informational highway wherever Warid network is available in Bangladesh. WAP Don’t have a computer/laptop around? Use your mobile phone to surf WAP sites!!! WAP (Wireless Application Protocol) bridges the gap between the mobile world and the Internet! Our GPRS/EDGE facilities give you the ability to surf WAP sites, so that you can access a wealth of information using just your phone. How handy is that! MMS …because life is about sharing moments! Share your life’s most beautiful experience with Warid’s MMS!!! Make your messaging fun, colorful and musical! Add pictures, animations, polyphonic & MIDI sound, even video clips to messages and show the world how amazing communication can be! Activating Surf Now on your phone In order to use Surf Now (GPRS/EDGE), there are certain things you require1st requirement- You need to have a GPRS/EDGE/MMS compatible handset. 2nd requirement- Your handset needs to be configured before using the services Normally, if you want to access GPRS/EDGE through your mobile, you need to configure your handset. This makes life complicated - as you have to find out your handset model name, model number, model type etc and enter them into your phone. 6.7 International Roaming As the world keeps getting smaller and smaller, we know that your communication is no longer confined between the boundaries of your own home. On some days, you may find yourself traveling in the streets of Malaysia or Thailand enjoying the sights and sounds of the city while on the next day you may find yourself in a conference room in London or Singapore. For whatever reason, you are traveling outside your country, we understand your need to stay connected with your family, friends and colleagues back home. To seamlessly carry your words across boundaries, Warid offers you International Roaming Services as: Globe Roam IR SMS Eligibility Conditions Postpaid Warid Connection with ISD facility
International Credit Card (own name) / RFCD Account / FC Account Valid International Passport Security Deposit of BDT 10,000 (Refundable) To subscribe the Globe Roam services, you also need to submit certain documents to Warid as follows: Required Documents Duly filled subscription form Photocopy of valid International Passport (first 7 pages) Photocopy of valid International Credit Card / RFCD Account / FC Account In order to download the Subscription form, (208 KB) How to select network while abroad? After reaching to the foreign country, you have to get connected to a foreign operator’s network to make use of Globe Roam services. You can do this in two ways: Automatic Network Selection: Go to the “Network Selection” menu in your handset Select “Automatic” The strongest Network will be selected automatically for your use. Manual Network Selection: Go to the “Network Selection” menu in your handset Select “Manual” or “Search” All available networks will be displayed Select your desired network. Disclaimer: Availability of roaming services( Voice, SMS,GPRS & VAS) in a particular destination would depend on Warid-foreign operator roaming tie-up status. Hence you need to check with your nearest Warid customer Care Center for detailed information on available services and tariff structure for the particular destination IR SMS IR SMS allows you to stay in touch with your contacts and loved ones via SMS only when you roam around the world. This service gives you the option to receive and send SMS using your Warid number when you are abroad, without having to activate voice and other regular VAS services. To ensure that you have a quick, convenient & affordable way to drop a line back home, Warid offers you IR SMS. How to activate IR SMS
IR SMS service can be activated from your handset using the SIM Genie menu:
Please note Before activating IR SMS from your SIM Genie menu, you need to meet certain eligibility conditions and submit a few documents to Warid. (Please see the subscription requirements for IR SMS services.) All incoming and out going voice calls will be barred after activating IR SMS therefore please activate IR SMS just before leaving Bangladesh. To reactivate your voice call facilities after coming back to Bangladesh, you need to deactivate IR SMS. This can be done from the SIM Genie menu (by clicking on ‘Deactivate’ inside the ‘Intl.Roam SMS’ menu) Standard SMS charge is applicable for activation/deactivating SMS Roaming. VAT applicable. Conditions applied. 6.8 Daily alert services You can activate/deactivate daily alert service using your handset‚ once you insert Warid SIM in it. Following daily alert service options are available in the SIM Genie menu: Breaking News Jokes Horoscope Ayat Hadith Prayers’ Time Weather Forecast Process: Following process is required to be followed in order to get daily alert service(s) activated: Daily Alert Service Activation Process Go to "SIM Genie menu" Select My Stuff Select My Alerts You will be provided with aforementioned alert options which can be selected according to your choice
Select “Activate” Daily Alert Service Deactivation Process Go to "SIM Genie menu" Select "My stuff" Select "My alerts" Select the already subscribed alert (e.g. Weather Forecast) Select "Deactivate" If you find difficulty in this process, please contact Customer Service Center by dialing 786. Cost: Sending request through SIM Genie Menu for activation/ deactivation will be charged as per "Non Premium SMS based" charges. A monthly rent of Tk. 10 will be charged on any alert service selected for the month. Benefit: Using your mobile‚ you can get your desired updates and alerts on daily basis. 6.9 Itemized billing This option is available for postpaid customers only. Being a postpaid customer‚ you can get your outgoing as well as incoming call details on-demand as well as on monthly subscription basis. "Monthly-subscription" based billing: Process 1: You may also activate/deactivate detailed bill in your monthly billing statement, through placing request by SIM Genie menu. You can request any of the billing categories as follows: Detailed - In order to get detailed billing information, incoming as well as outgoing Outgoing only - In order to get outgoing billing information only Deactivate - In order to deactivate monthly subscription of detailed billing Status - In order to know whether you are subscribed / unsubscribed to itemized billing Please go through the simple steps mentioned below: Go to "SIM Genie menu" Go to "Self Service" Go to "Itemized Billing" Select any of the above billing categories as mentioned above. Soon you will receive an SMS regarding your request. If you request for "detailed billing", you will get to know all the incoming and outgoing call details of the month inside the monthly bill statement. If you find difficulty in this process, please contact Customer Service Center by dialing 786.
"On-demand" based billing: In order to get it "on-demand" basis, please contact to Customer Service Center. Either call 786 or pay a visit to your nearest business center to get detailed billing information on demand. Cost: Outgoing & Incoming Call Details
Only Outgoing Call Details
Charges: Tk. 100 per month call details Charges: Tk. 50 per month call details (excluding VAT)
(excluding VAT)
Benefits: You can get your call details on demand. If you don't wish to receive call details through postal mail‚ you can view your call details free of cost on our website. 6.10 Choose your own number You can get number of your choice if your chosen number is not issued to any other customer. Process: You can send your request directly through SIM Genie menu. All you have to do is to send a request from your SIM Genie menu, and then if your desired Warid number is not issued by anyone, you can pay a visit to any business center and change your existing Warid number as per your chosen Warid number by submitting the following documents. Photocopy of NIC Billing address verification document e.g. any latest utility bill copy etc. 6.11 Direct debit facility Direct debit facility enables our customers to pay their monthly bill. This offer is valid for postpaid customers only. Monthly bill is charged to customer's credit card which he/she can see in monthly credit card statement. Process: Fill out a form available at any Warid Business Center and get the Direct/Auto Debit payment facility for your bank account (local currency and foreign currency account) from your designated bank(s) (Prime Bank Limited, Eastern Bank Limited, Islami Bank Bangladesh Limited). The facility can be exercised with Credit card (Standard Chartered Visa/Master card) as well. Cost: Availing direct debit facility is absolutely free.
Benefits: You need not to stand and wait in queues to pay your monthly postpaid bill. Instead‚ bill will be charged to your monthly credit card statement. 6.12 Ring tone We make ring tones of popular as well as latest songs available in polyphonic‚ monophonic and true formats for convenience of our customers. Criterion: In order to download any ring tone of “polyphonic tone” / “true tune” category, you have to be an active GPRS subscriber, whereas monophonic tones can be downloaded without activating GPRS. Please check your handset compatibility before you try to download ring tone. Process: Go to “SIM Genie Menu” Select “Entertainment” Select “Ring Tones” Select your desired subcategory that your handset supports. (for example, True tune) Select your handset name from the list (If your phone name is not listed, press “Others”) If your number is already listed, enter “Model number / name”. For “Others”, enter “Handset Name” and press “send” button and then enter “Model number / name” Enter code for your desired ring tone and press send button Soon you will receive your chosen ring tone. If you find difficulty in this process, please contact Customer Service Center by dialing 786. Cost: True tone
10 Tk./ successful Download
Polyphonic tone
8 Tk./ successful Download
Monophonic tone
5 Tk./ successful Download
Since ring tone is one of the SIM Genie menu options‚ in addition to above charges, sending request through SIM Genie Menu will be charged as per "Non Premium SMS based" charges. Benefit: You can download ring tones of your desired songs in your desired format only by sending SMS. 6.13 Migration from prepaid to post paid (MVPP)
Prepaid number can be converted into postpaid whenever you wish to do so. In the same way, you can also migrate from any prepaid to another prepaid package. Similarly, migration can be placed from any postpaid to another postpaid package. Process: Migration from “Post to Post”, “Pre to Pre”, Pre to Post package: In order to migrate from one prepaid to another prepaid package requires the following process:Go to “SIM Genie Menu” Select “Self Service” Select “Tariff Change” You will find the following subcategories Current Package query (Notices tariff rate of your current package) Post to Pre Pre to Post* Post to Post Pre to Pre Select any of the subcategories* above Now you will get two subcategories. Tariff Details (Notices tariff rate of your chosen package ) Convert Now If you like to migrate for sure, then press “Send” button on “Convert Now”, or if you just like to know the tariff of other package, press “Send” button on “Tariff Details” If you have selected “Convert Now”, you will soon receive an SMS regarding confirmation of your migration, and if you have selected “Tariff details”, you will receive an SMS regarding tariff details of your chosen package. Migration from “Prepaid to Postpaid” package: Note: In order to migrate form any Prepaid package to postpaid package, it’s not enough just to send a request from SIM Genie Menu. Beside the request from SIM Genie, you have to pay a visit to any of our Business Centers. However, you may directly visit to the nearest Warid Business Center along with the following documents is required to be paid: Copy of ID Copies of any last three months utility bills (e.g. electricity bill payments) for address verification purposes Original SIM 6.14 E-portal service You can get registered to our website where your mobile number is accepted as your login while you can set your password as per your wish. Process:
You can register at our website by follow the process mentioned below: First you need to go to home page of this web site. In the login section, you will find “Create Profile? Click here” Click on “Click Here”. Please enter your phone number and click “Submit” button. You will receive an SMS in your handset, regarding Activation Code. Please
enter
the
“Activation”
code
and
set
your
desired
password.*
(While entering activation code, please remember to put Capital letter/ Short letter as per written in the SMS) Click on “Submit” button. In successful registration, you will be greeted by us and you will be asked to fill up a form of secret Question & Answer. Please set your secret question and set corresponding answer.* After completion of the procedure, please log out and enter your phone number as username and your given password while registration. Now you will find yourself as being one of our proud members of web-portal. Cost: Registration to our website is absolutely free. Benefits: By registering to our website‚ you can enjoy a number of benefits; some of which are: Free call details Free billing history Free address book Free browsing to the songs of caller tunes. Free SMS sending through website. (applicable for on-net only) Managing updates of your profile. 6.15 Mobile backup Warid Telecom is aiming to introduce Mobile Backup service. Now, a Warid subscriber can easily store different information from mobile to backup server and restore stored information in the mobile handset anytime through very simple mechanism. 1. What is Mobile Backup? Mobile Backup is a service that safeguards all data of your mobile phone including Contacts, Calendar, SMS, Photos, Videos, Music, Calendar, and Tasks depends on your handset. The Mobile Backup service copies/updates your mobile phone’s data in a secure manner to secure mobile Backup system, and also enables you to restore the saved data on your phone (New/Existing) whenever you change your phone or in case you lose the data accidentally. 2. What are the features available on Mobile Backup service? Mobile Backup service enables you to:
� Easily & quickly backup all your mobile data � View, manage and edit all your data through secure internet website � Copy/Restore all your saved/backed-up data to your phone (New or Existing) 3. What all kind of data that can be saved using Mobile Backup service? You can save the following categories of data depending on your phone model: � Contacts List � Photos � Videos � Music � Events & Tasks � Calendar � SMS Cost: Rental chares: BDT 20.00/ month (Excluding VAT 15%) 6.16 Voice adda As part of new product & service initiatives, Warid has launched "Warid Voice Adda" service. This is a 24 hours open voice based service which will allow all Warid subscribers to dial "3443" and have voice-chat with friends. It is a place where any subscriber can make new friends & talk non-stop on his/her favorite topics while disguising his/her identity. Voice adda" is an on-net voice chat service, which allows a registered subscriber to have chat with another registered subscriber of “Voice Adda” service. Cost: 1st min BDT 5/min and 2nd min & onwards BDT 2/min Pulse: 60 sec Note: - Above tariff is exclusive of 15% VAT. - There are no additional charges for registering to this service. 6.17 mRadio Mobile Radio concept revolves around the idea of providing radio-like service to any Warid Telecom customer, anywhere in Bangladesh and to present the music to the end user’s taste. Mobile Radio is a IVR Based App, which let’s user to listen, browse Music, dedicate music and set RBT. The advantage of Mobile Radio is that there is no handset barrier. Streaming of music takes place 24X7. Dial 4040 to activate mRadio service and enjoy full track song, activate song as Caller Tune, Dedicate song and many more. 6.18 Voice mail The Voicemail service will allow the callers of a Warid customer with Voicemail, to leave a message for him/her when they are unreachable due to reasons such as the following: � For all-calls � For busy-calls � For no-answer calls � For not reachable calls Callers will be greeted by a voice greeting which will prompt them to leave a message so that the recipient can later get back to them. For every new voicemail received, the Warid
Voicemail customer will be notified by an SMS. The customer can then retrieve the Voicemails at their convenient time by dialing into 789. Functions/ Features VMS will enable you to do following main functions: � Retrieval, listen to new & old messages. � Playing options are from newest dated to oldest dated messages in a customer’s voicemail box. � The VMS system will inform the customer of how many new & old messages they have. � Headers of messages can also be played i.e. the phone number, date and time of the message deposited. � The VMS customer can also request the depositor’s phone number by SMS. � Messages can be replayed, saved or deleted � Received Voicemail messages can be stored in the voicemail inbox for at least 30 days � At least 25 voicemail messages (30seconds long at most) can be stored. After 30 days these will be automatically deleted to make space for new incoming messages. � Warning SMS when inbox is becoming full so some old messages can be deleted by VMS user. Charges for Warid Voice Mail Service: Monthly rental Tk. 10.00 per month Retrieving Voicemail messages from IVR Tk. 0.10 per min Voicemail message SMS notification Free 6.19 Missed Call Alerts (MCA) Missed Call Alerts (MCA) is a service that allows Warid customers to get SMS notifications on the calls they have missed or could not receive due � Out of coverage � Phone was switched off/out of charge/not reachable � Phone was busy condition. � MCA SMS alerts will contain the caller’s number time and date of the call. � MCA alerts will be sent as per single calls. � Unanswered calls that are presented to the handset are not handled by MCA service MCA Feature Warid Missed Call Alert Service provides the following features in the case of an MCA user and a caller to the MCA system: � Instant delivery of Missed Call Alerts upon your availability. � These SMS Alerts carry your calling party's number, date & time of call. � One alert per missed call. Cost Monthly rental Tk. 10.00 per month Alert SMS free. PROMOTIONAL ACTIVITIES OF WARID TELECOM
7.1 Promotional mix Market can choose from two basic promotional mix strategies- push promotion and pull promotion. Push promotion strategy is a promotional strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to wholesalers, the wholesalers promote to retailers, and the retailers promote to customers. Pull promotion means a promotion strategy that calls for spending a lot on advertising and consumer promotion to build up consumer demand. If the strategy is successful, consumers will ask their retailers for the product, the retailers will ask the wholesalers, and the wholesalers will ask the producer. Warid telecom is following pull strategy, they are creating demand for their product through various promotional tools. 7.2 Advertising Advertising is any paid form of non-personal communication of ideas or products in the "prime media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say) and the medium (how you get your message across) Warid telecom spending huge money for advertising and billboard posters. 7.3 Direct marketing Direct marketing creates a direct relationship between the customer and the business on an individual basis. 7.4 Personal Selling Personal selling refers to oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale" 7.5 Sales Promotion Sales promotion refers to the provision of incentives to customers or to the distribution channel to stimulate demand for a product. 7.6 Public Relations Public relations is the communication of a product, brand or business by placing information about it in the media without paying for the time or media space directly
7.7 Factors that determine the type of promotional tools used Each of the above components of the promotional mix has strengths and weaknesses. That’s why warid always emphasized on the following sectors to make their promotional activities more valuable. (1) Resource availability and the cost of each promotional tool Advertising (particularly on television and in the national newspapers can be very expensive). The overall resource budget for the promotional campaign will often determine which tools the business can afford to use. (2) Market size and concentration If a market size is small and the number of potential buyers is small, then personal selling may be the most cost-effective promotional tool. A good example of this would be businesses selling software systems designed for supermarket retailers. On the other hand, where markets are geographically disperse or, where there are substantial numbers of potential customers, advertising is usually the most effective. (3) Customer information needs Some potential customers need to be provided with detailed, complex information to help them evaluate a purchase (e.g. buyers of equipment for nuclear power stations, or health service managers investing in the latest medical technology). In this situation, personal selling is almost always required - often using selling teams rather than just one individual. By contrast, few consumers need much information about products such as baked beans or bread. Promotional tools such as brand agree
advertising
and
sales
promotion are much more effective
15.00 / 38.5%
in this case. QUESTIONNAIRE ANALYSIS 1) Warid Telecom has strong network
coverage
within
its
network territory strongly agree 24.00 / 61.5%
Interpretation: customers
Most strongly
of
the agreed
regarding warid telecom’s strong network coverage. 61.5 % customers gave their opinion for ‘strongly agree’ option and 38.5% customers gave their opinion for ‘agree’ option. No one
has chosen the disagree option. That’s why we can say that the network of warid telecom is very strong. 2) Each and every call gets its connectivity without dropping any call.
agree
Interpretation: 79.5% Customers are strongly
8.00 / 20.5%
agreed regarding this statement, and 20.5% gave their opinion for agree option, no customer vote for disagree option. So we can say that mobile connectivity of warid telecom is excellent. 3) Warid telecom gives fastest internet strongly agree 31.00 / 79.5%
agree 15.00 / 38.5%
facilities.
Interpretation: Strongly agree customers are 61.5% and agree customers are 38.5%. No disagree customer has been found.
strongly agree
Some of the customer said that ‘Internet
24.00 / 61.5%
speed of Warid telecom is mind blowing’. 4) Customer care and after sell service of warid telecom is satisfactory Interpretation: In that case most of the customer strongly agree 12.00 / 30.8%
gave their opinion for ‘agree’ option. Percentage of agree customers are 69.2% and strongly agree customers are 30.8%. 5) Call charges are affordable by customers.
agree 27.00 / 69.2%
Interpretation: In that case most of the strongly agree 12.00 / 30.8%
customer gave their opinion for ‘agree’ option. Percentage of agree customers are 69.2% and strongly agree customers are 30.8%. Every one is satisfied for their tariff plan because their call charges are comparatively low.
agree 27.00 / 69.2%
6) Advertisement of warid telecom is building high awareness.
strongly disagree
Interpretation: Only few of the customers are
strongly agree
1.00 / 2.6%
2.00 / 5.1%
satisfied for their advertisement percentage is 23.1, most of the customers has been chosen
agree
disagree option for that statement. 2.6%
9.00 / 23.1%
customers are strongly disagree regarding this statement. So form customer’s opinion we can easily get the idea that the advertisement of warid telecom is not satisfactory. disagree
7) Promotional campaigns are very much
strongly disagree 1.00 / 2.6%
27.00 / 69.2%
strongly agree 2.00 / 5.1% agree 8.00 / 20.5%
effective for encouragement. Interpretation:
71.8%
customers are disagree about this
disagree 28.00 / 71.8%
statement,
customers
are
disagree.
Only
2.6% strongly 20.5%
customers are agreed and
5.1% are strongly agreed regarding this statement. Customers are not satisfied onwarid telecom’s promotional campaigns. 8) Connection (SIM) is available everywhere.
disagree
strongly agree
3.00 / 7.7%
5.00 / 12.8%
Interpretation: 79.5% customers are agree for availability of warid
connection,12.8%
customers are strongly agree and 7.7% customers are disagree regarding this statement. agree 31.00 / 79.5%
9) Value added services of warid telecom are adequate.
Interpretation: disagree
strongly agree
1.00 / 2.6%
5.00 / 12.8%
Most
of
the
customers are satisfied on their value added services. 84.6% are agreeing, 12.8% customers are strongly percent
agreed.
Only
customers
2.6 are
disagreeing about this statement.
agree agree
33.00 / 84.6%
8.00 / 20.5%
10)
Bonus
talk-time
is
very
attractive.
strongly agree 31.00 / 79.5%
Interpretation: All the customers like the bonous offer by the warid. Every one needs this service. So customer satisfaction is very high regarding the bonous offer. *** Total sample size of the Questioner analysis is 39.Above Questioner analysis is made only for report purpose not for commercial purpose. FINDINGS, RECOMMENDATIONS AND CONCLUSION Findings From the above pie charts we can easily find out the strength and weakness of warid telecom Bangladesh limited. Majority of the customers are satisfied on warid telecoms services. But their advertisements are failing to catch people’s heart. At the same time they have some problem in there network coverage. They have strong net work coverage in district level but out side the district level there network coverage is very low. Recommendations Warid telecom has weakness in their Integrated Marketing Communication strategy (IMC), so they need to reform this strategy. The most important thing they need to do the expansion of network all over the countary, that will help them to maintain steady growth. Warid Telecom need to develop some other value add services that are very popular to the customer such as: call blocking, balance transfer facility, request call, mobile back up service and they also need to provide more internet facility because the demand of internet service is increasing day by day. Conclusion From the above analysis we have come to know that overall performance of Warid telecom is good, and most of the Warid customers are satisfied by using Warid’s service. Some of their customers are not happy about warid’s promotional activities and form the analysis. We found out that their promotional tools are not working properly, that’s why they are failing to achieve their targeted market share. They need to give more emphasize on their advertisement and promotional activities. bibliography PRINTED REFERENCES: Monthly published customer care bulletin ONLINE REFERENCES: www.waridtel.com.bd/pls/portal www.wikipedia.org/wiki/Warid_Telecom_(Bangladesh)
http://www.bttb.net.bd/ http://www.waridcs.com www.google.com